The best way to answer this is to think about what would happen if you did irreparable damage to your reputation through your actions or poor public relations.
This morning's 7.5-magnitude earthquake and the strong aftershocks that followed were a good reminder about how important communication is in a crisis.
With a participant from just about every major world disaster in the last five years, our thinking was turned on its head at this year’s Asia-Europe Foundation (ASEF) Public Health Network risk communication workshop.