Part One:

It’s crazy that something this big can pass us by without our noticing. Yet I’m guessing you didn’t look up two weeks ago and say, “Whew. That was close.” You were so far away from it that you probably didn’t care about the potential danger. In fact, you might not have even known an asteroid passed closer to Earth on November 8 than any asteroid of this magnitude has in 35 years.

You probably would have noticed that asteroid had you been standing next to it, though. It was the size of an aircraft carrier. But from down here, you didn’t worry about it.

You know that huge issue you’re dealing with? That enormous problem? That nasty PR gaffe? While you are right next to it, it seems insurmountable—as big an aircraft carrier, I’ll bet. But from where I am, I don’t even notice.

Oh sure, those who are looking for that thing will spot it and be interested. They might even write you a letter or blog about it. They might forget their manners and point. But most of us won’t even know.

So before that thing consumes you, step back and get some perspective. Don’t lie and don’t try to conceal the truth. Honestly, there’s really nowhere to hide your problem/mistake/fault/wart/dirty laundry. But don’t start apologizing and announcing it when most people aren’t concerned about it. Address it with those for whom it matters and leave it at that. The rest of us are probably 201,700 miles from your ol’ asteroid.

Part Two:

Okay, so maybe there’s no chance that your asteroid is going to bypass Earth’s surface. There’s going to be a crash. Your brand is going to take a hit.

Maybe you’re a beloved football coach or a university president that didn’t carry the integrity banner. Maybe you’re a presidential candidate that screwed up during a national debate or a campaign trail stop. Or maybe you’re an institution whose gig is truly up.

Fess up.

We all saw the disaster. We know what you did or didn’t do. We’ve seen the footage, watched the trial, heard the reports, read the news. Your dirty laundry is hanging out on Main Street. We noticed. We couldn’t help but notice. Now is not a smart time to go into denial.

Just admit what you did. Explain your rationale, good or bad. Live with the consequences. Be accountable.

Coherence takes the position that your brand is meaningful to the degree that you can sustain its authenticity. Consumers are in control of your brand, but accountability is your responsibility. Quit focusing on managing perceptions. Give all your attention to delivering on expectations.

-Rick Bailey is the principal and founder of Richard Harrison Bailey/The Agency and author of Coherence: How Telling the Truth Will Advance Your Cause (and Save the World). Follow him on Twitter @RichardHBailey.