Each day brings a new “breaking news” alert about the search for classified documents and endless discussions and comments about how the documents were handled. The seemingly endless public relations fallout highlights some key lessons about crisis and issues management that apply to individuals, corporations, and public officials alike.

First: Don’t let problems fester. Figure out how deep and how wide the issue has spread, and work on fixing the entire problem as quickly as possible. It’s better to face one day or one period of negative press than a prolonged, drip of media assaults over days, weeks, or years.

Second: Plan out your communications strategy. When faced with a serious reputational threat, it’s tempting to take immediate action before coming up with a strategic foundation. But as explained in NSG Chair Bob Pearson’s communications guidebook “Crafting Persuasion,” the goal should be “strategy before execution,” so that your messaging comes out clear, consistent and constant. You don’t want to rush to speak first and backpedal later.

Third: Be as transparent and forthright as possible. Building and maintaining trust with your stakeholders and with the public is essential. When appropriate, aim to be transparent and forthright about what you know, what you don’t know, and the steps you’re taking to address the issue.

Fourth: Communicate a simple and clear message. Even if your crisis involves complex or wonky issues, try to keep the message simple and understandable. Also, don’t presume that your audience or the public won’t “get it,” when you have a chance to explain what’s going on. See it as an opportunity to take control of the narrative.

Fifth: When appropriate, get help with your communications strategy and execution. Consider seeking the help of The Next Solutions Group experts in issues, crisis, and reputation management.