In a feature article "Restoring Trust," PR Week talked to PR experts about restoring confidence in the business world. "American corporations have to understand that the best thing they can do right now is to communicate: completely, honestly, transparently, and often," Notre Dame University business professor James O'Rourke told PR Week. "If more CEOs sounded like Defense Secretary Donald Rumsfeld in their briefings, we'd all be better off. If things aren't good, say so and explain what you're going to do about it. If they're fine, tell us the good news, and explain how it got that way," O'Rourke said.