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  • If you tell people what you are going to do, and you suggest it's going to be successful, you need to be successful. Because once you create those expectations and you don't fulfill them, when you already have a significant credibility problem, it just further degrades your credibility.

    "Crisis PR Expert: BP Disaster is 'Unspinnable'". Interview with Josh Harkinson, www.motherjones.com. June 3, 2010.