As we all run around in a state of quasi-panic, it’s important to remember that communication plays an integral role in how you move forward.  While CEOs across the country are “hunkering down” and throwing ephemeral notions of “strategic vision” out the window, one must remember that lack of communication breeds even more confusion and, in most cases, makes everything worse.

Bear in mind, communicating in times of crisis doesn’t mean you have to lay bare each and every lurid detail of your failing.  Rather, communication in times of crisis is only worth it if you offer a frank and balanced message.  Your audiences – whether employees, customers, vendors, the media – can all smell a rat a mile away and will immediately sense when the hip waders are required.

If anything, step up the communicating.  Now.  This is the time to tell the people who need to know what you’re thinking and how you’re going to handle the challenges.  Bear in mind, you don’t have to have all the answers.  Just be honest, and remind everyone of what makes your company great.