Staying Calm in Crisis

It's hard, but sometimes the best response to a crisis is to remain very calm as you tell the public that the world is crumbling around you. Take for example this first paragraph from a press release from the City of Atlanta and its rapid transit system, MARTA:

"There is a non-emergency operation being conducted on Forsyth Street by personnel of the City of Atlanta. It will involve the excavation of a significant portion of the east northbound lane of the street for purposes of determining why the street is caving in.”

That sounds bad, right. But if you say it very calmly, perhaps it doesn't hurt so much.