In times of crisis, effective leadership is crucial for navigating challenges such as missed goals or customer dissatisfaction. Leaders should focus on identifying root causes, defining success, aligning teams, and maintaining clear communication to ensure progress and momentum, ultimately aiming to "land the plane" safely before analyzing failures and planning future actions.

Public relations disasters often arise from miscommunication, cultural insensitivity, and inadequate crisis management. The article discusses notable recent failures in PR, such as Nike's marathon campaign and Netflix's password-sharing guidelines, highlighting the importance of audience research, clear communication, and operational discipline to prevent similar missteps in the future.

The article outlines five key lessons learned from the perspective of an incident commander during security incidents. These insights emphasize the importance of effective communication, preparation, and adaptability in managing crises. The experiences shared aim to provide valuable guidance for others in similar leadership roles during incidents.