TAKE Command of a crisis

    Veritas Communications Inc launches Canada's first dedicated crisis
    communications practice

    TORONTO, Sept. 28 /CNW/ - Veritas Communications Inc. has gathered a
seasoned and battle-tested team of elite communications professionals to
launch Canada's first dedicated crisis management specialty: TAKE Command.


    When a communications crisis strikes a company unexpectedly the
organization's reputation, jobs and future viability hang in the balance. A
2007 BDO Dunwoody CEO Business Leader Poll by COMPAS research showed that
disastrous PR from an unexpected crisis situation rated highest among Canadian
CEOs for perceived risk.
    "In a world of instantaneous 24/7 media and increased consumer activism
organizations are on notice: the public, your stakeholders and your
shareholders are watching, and they've got high expectations," said Jason
MacDonald, Principal, TAKE Command.
    The TAKE Command launch coincides with the 25th anniversary of the
"Tylenol scare" - an issue that needs no explanation to communications and
crisis management professionals. Johnson & Johnson's handling of the issue is
recognized as the gold standard in crisis management: the company put the
public's interests ahead of its own, issuing a sweeping product recall,
suspending all marketing efforts, and sponsoring ads urging consumers to avoid
Tylenol products until the problem was fixed. Tylenol's success in
re-establishing its product in the marketplace speaks volumes about the
benefits of effective crisis communications.
    And yet the corporate landscape is strewn with the remains of companies
that didn't fare as well in the face of crisis over the last quarter century.
And the demands of today's media make proactive crisis communications
preparation and planning absolutely essential.
    That's why Veritas' TAKE Command is built on the principles of sound
preparation, proper motivation, swift execution, and candid reflection.
    The TAKE Command team is made up of extremely experienced and strategic
crisis communications professionals, including: former Toronto Star Bureau
Chief Bill Walker; former Prime Ministerial Senior Advisor Scott Reid; a
former Premier's Press Secretary Bob Reid; Jason MacDonald, former Senior
Communications Advisor at one of the country's largest crown corporations; and
Melissa Cassar, a former Justice Minister Senior Advisor.
    "Business leaders who feel even the slightest discomfort about what
they'd do when a crisis strikes need to consult TAKE Command's proprietary
crisis workshop and audit to set the stage for responsible preparations,"
MacDonald said.
    "Then, once organizations have systems in place and are prepared, it's
critical they have somewhere to turn, at any time of day or night, to get
expert, experienced counsel to help manage through a difficult situation. TAKE
Command can help an organization meet its objectives while also matching the
public's high expectations - and emerge a winner."

    Veritas Communications is a national specialty communications
organization and a member of the MDC partners network. At Veritas we help our
clients grow their businesses by delivering strong results in below-the-line
communications programs across our three practices: Marketing PR; Corporate
and Public Affairs; and Health Education. We live and die by the strength of
our people and the big ideas that come from igniting passion and fostering
collaboration. We are proud to be the national communications sponsor for
Special Olympics Canada. We are also Bullfrog powered. Are you? Visit us at
www.veritascanada.com to see how we break through.

    For more information on how you can TAKE Command of a crisis visit us at
www.takecommand.ca, or via email at info@takecommand.ca

For further information:

For further information: Jason MacDonald, Principal, TAKE Command, O:
(416) 482-2248 x237, C: (647) 205-4744

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Veritas Communications Inc.

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