Both blind denial and conspiracy theories abound in every conversation, but all eyes are looking to leadership to define the course of action. Your response will reverberate through your organization as people take their cue from what they see and hear from you. Of course, you will be instantly criticized regardless of your decisions and, frankly, you cannot control those responses. You CAN control how you lead and that will stand the test of time. The Pine Rest Employee Assistance Program recommends the following crisis communication process – ACT.