In times of crisis, your customers, clients, stockholders, members of your industry or profession, the public, and the media will be taking note of how you respond. Act as if you think the whole world is watching, because it very well might be. At such times, act like a leader. Although advertising is the most efficient way of reaching the largest audience in the time, place, and manner of your choice, with a controlled message-and without questions, challenges, or rebuttal-there are times when an ad program should be suspended or reconsidered. For instance, if you represent an airline and one of your planes has crashed-even if it was not a “worst-case situation”-it is appropriate to suspend advertising as you deal with the crisis. Although some people may argue that the appearance of “business as usual” sends a good message, that is not always the case and it can easily be misinterpreted. Typically upbeat ads showing passengers enjoying air travel are wholly inappropriate when a tragedy, near-tragedy, or potential litigation is on everyone’s mind.