The article focuses on the importance of face-to-face communication from leaders during crises. some expert believe it's a must, however, according to a recent survey conducted by the International Association of Business Communicators, only 37 percent of companies actually use face-to-face meetings with employees to communicate difficult news. They, instead, employ indirect delivery methods including emails, internal employee Web sites, teleconferences, and company newsletters. In addition, it was also found that "open and sincere communication from top management" is the most important element in maintaining employee engagement during a difficult situation. While more than half of the respondents in the survey agreed that spinning news is the worst thing a company can do, 47 percent said that their organizations did spin issues to some degree.