Eller Group, a communications firm supporting a broad range of clients through seasons of crisis, litigation and advocacy, is celebrating its tenth anniversary.

The Eller Group announced the addition of Ross Ramsey to its team of best-in-class crisis, litigation and public affairs communications consultants.

Eller Group, LLC today announces the addition of Thomas M. “Doc” Sweitzer and Blathrae Gillin to its team of best-in-class crisis, litigation and public affairs communications consultants.

"One of the foundations of good crisis management is acknowledge, apologize and act,” says crisis communications strategist Jeff Eller, who worked on the GM ignition switch issue as well as the Firestone tire recall.

"The larger your enterprise gets, the harder it is to plan for a speedy response, because if you have layer upon layer, it becomes more complicated," says Eller. "So you need to scenario plan with the appropriate players in the room in advance, so you are not sitting around a conference table for four hours while you are getting the crap beat out of you."

After a deadly incident in Michigan, Uber shut down proactive social media marketing. PR Week asked crisis management guru Jeff Eller how long brands should stay quiet on social media after a deadly crisis.

“There was no World Wide Web and no websites. But there were Compuserve forums. So we’d post what you now call content…”

"Sony probably had to do this from a legal standpoint, but I doubt there is an expectation that it will stop everybody [from continuing to report on it]," Eller explains. "However, based on this situation, there is a case to be made for raising the level of scrutiny within news organizations regarding how they choose to do their reporting."

Eller said that a common mistake executives make when dealing with a crisis is speaking in absolutes. "It's okay to come out and say you don't know. What is difficult is when you come out and say you know exactly what happened and then find out later you have to walk that back."