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The article guides executives and their staff on how to respond to and manage a potential crisis as it is evolving.

The article offers three sets of questions that executives can use to help them clarify what is happening and what the appropriate response should be in the event of a potential crisis.

Every crisis is a business problem before it is a communication problem. Effective crisis response pairs smart action with smart communication.

The more candidly we articulate the problem, the more likely we are to effectively address it.

Among the many valuable insights in this article are these three: (1) Trust is the consequence of fulfilled expectations. (2) Framing decisions in light of stakeholder expectations leads to smarter choices faster, and maintains stakeholder trust. (3) Effective crisis response begins with a timely demonstration of caring.