They used to say any publicity was good publicity, but in the 21st century we know that is not the case. Whether it is a disgruntled customer whose complaint has gone viral on social media, or a full blown scandal making front page headlines, knowing how to properly handle a public relations crisis is essential in today’s business climate.

In this Stanford Graduate School of Business video, political strategist and author Chris Lehane outlines his Ten Commandments of Damage Control to ensure your company comes out on top during a critical situation. It all boils down to credibility and authenticity.

As Lehane explains, damage control doesn’t mean hiding in a corner. It’s important to take the reins and break the story on your own grounds. Speak directly to your core audience with full disclosure, but make sure you do your homework first – the worst thing you can do is fuel the fire.

To watch the video, go to The Ten Commandments of Damage Control.