The past year has seen more drama and business intrigue than any in recent history. Stock and commodity prices continue to swing wildly and media scrutiny has become simultaneously more intense and less focused. Businesses are under pressure from the media, the government and the man in the street. What's a marketer to do? Bump up your communications efforts! 

With public skepticism and negative emotions at a high, a time of crisis also means that, unlike during times of calm, companies have audiences looking for relevant news. While filled with doubt, people need to be spoken to and reassured. 

Businesses need to realize that whether or not they are a role player in recent events, they are under the same microscope as the true culprits. Guilt by association (whether real or implied) can seriously damage a formerly pristine reputation. Now is the time to be communicating and reassuring the public and the media, not hiding and hoping that the firestorm will pass. 

Here are a few guidelines that can help businesses talk their way through the current downturn: 

• Do not try to hide. First of all, it's impossible in today's media world to stay under the radar screen. Secondly, even if you do manage to keep a low profile, a lack of communication will lead people to fear the worst. 

• Be the industry expert. Tell the truth and stick to the story. Be as informed as possible to reassure stakeholders that you are in control and in the know. 

• Communication begins at home. Keeping employees well informed is a vital step to keeping your organization on message at all levels. 

• Centralize communications. Having a central source of information keeps the message focused and clear. Too many outlets will create confusion and breed mistrust. 

• Anticipate. If the media gets information from other sources, how might they spin that information? Be as proactive as possible and keep multiple response scenarios for possible leaks or third party attacks.