Do thoughts of facing a huge bank of news microphones and TV cameras during a crisis make you sweat? Are you tempted to ignore requests for comment following a major organizational challenge? Jackson Spalding partner Randall Kirsch recently contributed his point of view to Forbes.com in a crisis communication piece on when to talk to the media.

In addition to the angst and negativity crisis situations bring, there are also important opportunities to consider. In the article, Randall details three key elements that will guide you on when and how to engage with the media during troubled times. Extending reach, demonstrating company values and shrinking negative impact are all part of that equation.

Jackson Spalding is a proud member and contributor of the Forbes Agency Council. Stay tuned here and on our social media channels for future marketing updates.

Learn more specifics in the full article here.