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Corporate crises can damage even the most solid reputations. The BP oil spill, Toyota quality questions and the Tiger Woods meltdown show just how difficult it can be for companies to communicate effectively in a crisis.

Mintz & Hoke's chairman and executive creative director Chris Knopf was on WNPR's "Where We Live" and discussed what makes good crisis communication. He and host John Dankosky also talked about how companies can avoid making matters worse by keeping it real and the limits of advertising in a broader crisis management program when every citizen is a reporter.