Presidential Crisis Management

The first two rules of crisis management are: 1) Think clearly; and 2) Take the pain. Think clearly means define the problem to be solved, and understand the consequences of doing nothing, doing something and doing something more. Take the pain means doing what has to be done when it can do you the most good, whether you like it or not.

George W. Bush's presidency risks being defined by his failure to think clearly or to take the pain. From Abu Ghraib (silence followed by dissembling, allowing adversaries to define us) to Hurricane Katrina (delay, denial and delusion) to Iraq (insisting things are fine when they're not), this president has allowed wishful thinking to define his reaction to crises. If he is to have any chance of turning his presidency around, he'll need to follow Winston Churchill's advice: You must look at the facts, for the facts are looking at you.

Helio Fred Garcia,

crisis communications consultant

It's surprising that in the face of the Iraq crisis, the president hasn't embraced time-tested strategies to better manage public expectations or to speak to the fears that attentive audiences are feeling. I think this president has a lingering problem from Hurricane Katrina -- that is, that he is seen as slow to take ownership of thorny problems. Let the American people know that he is absolutely, completely and totally responsible for the prosecution, effects and outcome of the war in Iraq. No question.

Restate the war's objectives and why it is still relevant to Americans and the war on terror. Let America know what victory will look like and what will allow the war to be brought to a close. Exhibit understanding and compassion for the human toll the war is taking on soldiers, their families and innocent civilians. There's an adage in crisis communications: They don't care that you know until they know that you care. I'm not sure the president's compassion is showing through, and it's hurting his stature and credibility.

Larry Kamer,

public relations executive