While I can respect that such communications are not, typically, for public consumption, Ari finds himself in a position where his crisis management firm is in need of some crisis management and, as any PR executive will tell you, the best crisis management usually involves simply telling the truth as quickly as possible.

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Over the course of three days, 101 went through a series of sessions with the Vatican, covering the new media landscape, social media trends among young people, the changing nature of institutional communications and crisis management PR.

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"You have to act like a leader, " says Torod Neptune, crisis management leader at tech-focused PR firm Waggener Edstrom.

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"Senior management must be front and center, " says Bill Keegan, director of crisis management at Edelman, a large Chicago-based PR firm called on to manage several product recalls.

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