« …Speed, simplicity and truth are all key operating principles for how you communicate externally and internally in a time of crisis. Speed is critical  because situations evolve very quickly, whether it’s an operational crisis or one of perception, and only the most nimble teams can succeed. In terms of simplicity, many companies fall into the trap of overcomplicating their messaging or hedging to the point of ineffectiveness. The best message is usually the most concise and direct. Truth is essential, but it is often really hard to get to in the face of speed, as there are a lot of other agendas and perceptions out there… »

Brad Shaw, Senior Vice President of Corporate Communication and External Affaires; The HOME DEPOT.