The first casualty of a crisis is balance. The second is momentum. The third is brand equity, suddenly on the defensive and losing ground. What's the winning strategy?

The one that knows a company's internal balance is as important as its external positioning. The one that understands a company's internal culture and speaks its language. Fluently.

Employees have a stake in any issue that affects their collective identity and economic stability. They will have questions, they will want answers, and they will want perspective.

Provide that, and focus, momentum and productivity will sustain, poised to meet new demand when customer confidence is restored. Provide that, and you will have able

ambassadors in the community, speaking with the confidence of inclusion and knowing how to frame the issues.

Not every client needs a crisis resolved. A company might need a new public identity and voice, an integrated marketing and media strategy, or an event designed, scripted and promoted. But whatever the need and whatever the moment demands, in the challenge lies the answer—if the strategist listens.