Wednesday, Apr. 9, 2014 - At some point you will need to focus on saving face, but your first and most important step is to save your company. There is no shortage of advice on how to step up your PR efforts to survive a disaster. That's important, of course, but the emphasis on preserving your public face misses something vital: If you don't fix the problem, you may not last long enough to live anything down. Every single company will experience at least one disaster.