Howard Rubenstein: "There are a hundred ways to say 'No Comment'"

Tainted meat. Killer pharmaceuticals. All in a days work for a crisis PR professional.

Maureen Farrell at Forbes looks into this most challenging of PR assignments, in a story featuring Rubenstein Public Relations founder Howard Rubenstein and Bill Keegan, director of crisis management at Edelman.

Some tips offered from the pros:

Be prepared: Monitor the conversation about your company or client in the media and online. Know where an issue is likely to come up.

Never use no comment: “There are a hundred ways to say ‘No Comment’ without saying that specifically,” says Rubenstein.