Oh $h%t! How to survive a crisis and not destroy your brand
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Charlie Levenson Writer / Media Strategist /Spokesperson Oh $h%t! How to survive a crisis and not destroy your brand.
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Ignite presentation for Ignite TAO! V5. 20 slides, auto advanced every 15 seconds. A presentation on how to survive a crisis and not destroy your brand when the manure hits the air locomotion device.
Transcript of Oh $h%t! How to survive a crisis and not destroy your brand
Charlie LevensonWriter / Media Strategist /Spokesperson
Oh $h%t!How to survive a crisis
and not destroy your brand.
It's gonna
happen.
A Company Crisis...Product
PersonnelIndustry orCompetitor
Tylenol Capsules
Ford Pinto
Gulf Oil Spill
Dave's Killer Bread
Fukushima
A Personal Brand Crisis...You? Family/Entourage? In the past?Justin Bieber
Rob Ford
SkeletonsLil Za(Bieber's entourage)
And Lil Twist(yeah, also Bieber's
entourage)
How will you know? Constant monitoring of social media
Internal reporting of potential CRM issues
How will you prepare?
Your team in place. Your plan in place.
Communication lines established & practiced.
Is it a mountain or a molehill? Mountains: Triggerthe IRP (IncidentResponse Plan)
Molehills: Handled byyour day-to-day team
Geographical Considerations
24 / 7 / 365
Bad news doesn't take the weekends off.
Media cycle no longer controlled only by mass media.
Something small on Friday afternoon can be big by Monday morning.
A Weekend: The Motrin Moms September: Motrin begins campaign geared towards
Moms Friday, November 14: Blogger Jessica Gottlieb starts
tweeting with tag #MotrinMoms Saturday, November 15: Blogger Katja Presnal
produces YouTube video based on Tweets Sunday, November 16: Other media begin noticing Monday, November 17: Motrin website crashes/taken
down and returns with campaign gone. J&J apologizes.
How the Team RespondsWill Determine Everything
TransparencyHonesty
Immediacy
Who is your team? CEO and their staff Spokesperson(s) and their staff In-House Counsel Outside Counsel (if necessary) Internal Experts External Experts
The Process
Highest possible person available.
Bring the fullteam together.
Spokesperson has to know everything.1. 2.
3. 4.Appropriate experts are available.
Who is your spokesperson?It's a balancing act.
CEO is on a yachtwhile spokesperson
deals with crisis.
Not having a spokesperson
means you are it.
The Spokesperson's Role: 1 of 2
Absolutely NO stonewalling.
Respond immediately. Sooner the better.
Answer every question. Always follow up.
1.2.3.
The Spokesperson's Role: 2 of 2
Understand 24-hour-news cycle deadlines.
Frequent scheduled updates.
More information is always better than less.
1.2.3.
Control the side stories.4.
Why things go wrong...
Living inside a bubble.
Unwillingness to invest in crisis response.
Ego. Believing that mistakes=weakness.
1.2.3.
Not “getting it” that there is a problem.4.
When Crisis Management Won't Help
If you can't take responsibility,at least take action.
When what you've done is criminal, whether you knew it or not.
When your lawyer is your spokesperson and tells you to say “no comment.”
1.2.
Advice
A Last Thought
Sometimes, a crisis (if it's not your crisis)can be an opportunity
Charlie LevensonWriter / Media Strategist / Spokesperson
CharlieLevenson.com
All graphics, images and illustrations usedwith permission or under fair use doctrine.
