You could pay a fortune to a public relations agency skilled in the art of crisis management--or you can take triage into your own hands.

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The announcement couldn't have come at a better time for both companies: Toyota is in the middle of a public relations crisis, and Digg is dealing with an identity crisis.

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Public relations giant Burson-Marsteller, a WPP member company, specialises in image and crisis management for major companies and governments.

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While I was referring primarily to a public relations crisis, this is another perfect example of something that should be worked out in advance, while heads are clear.

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But before I could get in a question, Bennett's assistant -- sensing a mini-public relations crisis from a drive-by interview -- interrupted and made clear Wolfowitz had picked up the wrong line.

CNN: Wolfowitz interview goes nowhere fast