As a leader, you will face multiple crises. While you will easily weather many bad situations, there will be some that will seriously threaten your company and your reputation. How you respond to crises will determine your fate. You must use all appropriate communication tools to emerge victorious. In your course materials, Jack described five principles for managing a crisis: 1. Assume the worst. 2. There are no secrets. 3. Your crisis management will not be portrayed favorably. 4. Your organization will undergo changes. 5. Your organization will come out of the crisis stronger.