Reflecting on the early days of 2020, Tim Mallad remembers the image of a son, anxious and helpless, questioning the health of his mother in a nursing home amidst a mysterious virus outbreak.

An administrator, reading a prepared statement to a reporter, offered no comment, a response that felt unsettlingly impersonal.

In such situations, the art of crisis communication becomes paramount.

Jason Whitely explains that many organizations fail to realize the power of admitting, "We don’t know yet, but we’re trying to find out." Honesty, even in uncertainty, is always better than silence.

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