The biggest threat to reputation during a crisis for any organisation is the way they communicate about it - particularly to the media but also to stakeholders and internally. So the wise organisations ensure that not just their PR and communications teams are trained to do this and do it well but that the top manage mental so are fully signed up to support that process.

There are many advantages to this, not least of which is a common understanding between senior management and communications at a time when they will need to pull together. The public want to hear from 'the boss' when something goes wrong not a professional spokesperson. This can be key to maintaining or regaining reputation.

The more senior managers who understand about how the media work and the challenge that the media can become, the better. For one thing they are likely to listen more closely to their communications advisers when they highlight an issue-and with luck the manager can cut it off at the pass, preventing it becoming a true crisis.

Like it or not, when you have risen to a senior leadership position handling the media becomes one of the skills you need to embrace. The reputation and the continuity of your organisation may depend on it.