COMMENT: In this monthly column, Dr Dan Laufer will give his perspective on important topics related to Crisis Management.

In the aftermath of the terrorist attack in Christchurch, Mark Zuckerberg, the CEO of Facebook, was criticised for not speaking during the crisis as a spokesperson for the company.

The issue of whether the CEO should be a spokesperson for a company during a crisis is an important topic.

Whereas the CEO can be an effective advocate for a company, in certain situations this strategy can also backfire.

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Some of you may recall the CEO of BP, Tony Hayward, who was