Martin did speak with Long's attorney on the Tom Joyner Show. On September 26, Long spoke to the New Birth congregation but he did not address the issue directly. Long spoke of painful times and said"I've been accused. I'm under attack. I want you to know, as I said earlier, I am not a perfect man, but thisthing, I'm going to fight" (Fantz, 2010).There are several dynamics to consider in this scenario; however, when Long failed to completethe initial interview with Roland Martin, he missed an opportunity to address the public early, which puthis team in a position to react to the story and not create their own. Although, each situation is different,Lee informs us to tell the truth upfront and then strategize as the public responds to the truth. When Longfinally addresses the public and his congregation he does not address the issue directly, nor does he admitinnocence or guilt. Some would consider this to be an awful move in a crisis communication. Whilereviewing Long’s church address, I was very disappointed by his demeanor in which he addressed hiscongregation about the allegations. As Long made his last statement, he tossed the microphone on the podium and proceeded to walk off of the platform with a prideful and arrogant posture. Indeed, he mighthave been upset, but to preserve his brand and repair his reputation during a crisis, his behavior shouldhave resembled a little more humility and class.Although, Long’s team did not follow Lee’s principles directly, it might have been in their bestinterest to do so by openly addressing the issue, employing a proactive strategy, instead of a reactive one.Being truthful and straightforwardly addressing the allegations certainly won’t erase the accusations, butin public relations, it does minimize the damage. It appears as though Ivy Lee’s ideologies can still behelpful in crisis of today, but some publicists are advising clients otherwise, which is to withhold or avoidthe truth initially. In such cases, although honest information is the only way to communicate in a crisissituation, official channels of communication do not always tie up loose ends. In these situations, the"rumor mill" often becomes the trusted source for information. Furthermore, once the truth is exposed; itcan increase the impact of the crisis and cause the individual to lose all credibility.