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How to Maintain Clients' Trust While Managing a Crisis

Don't wait until trouble hits to plan a response to an emergency. Here are some long- and short-term strategies to help you weather any storm.

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This story appears in the November 2011 issue of Entrepreneur. Subscribe »
Disaster-ready: Jonathan Bernstein of Bernstein Crisis Management.
Disaster-ready: Jonathan Bernstein of Bernstein Crisis Management.
Photo© Jeff Clark

Q: How do you maintain your clients' trust while managing a crisis?

A: The best approach, of course, is to avoid the crisis in the first place. But in the real world (e.g., Enron, BP, News Corp., et al.), that's not always possible.

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