Learn how to move fast and aggressively. The momentum often determines the outcome of the crisis.

There are two things you should leverage proactively: media coverage and SEO (search engine optimization). With media coverage you'll be able to overwhelm the media cycle long enough for people to lose interest in the negative story while the latter will help control the search results for your company.

Lastly, lock down reviews on social media and only keep relevant comments and posts.

1. Identify which media outlets are likely to be interested in the story and sort out the ones you have a good reputation with from those who are antagonistic towards you.
2. Depending on the circumstances you can take two paths: If you're being fals...