When your company has to contend with a crisis, one of your top jobs is to not make it worse. But there are so many ways to make it worse. Long delays in getting back to the media. A lack of empathy in your response. Insincere or missing apologies. Conflicting messages from multiple spokespeople. The list goes on. Part of any sound crisis management strategy is having a plan in place and training your executives so they know what to do if something goes wrong.