Image and Crisis Management

How the public perceives your organization can make or break you in a crisis

Image is very important in preserving reputation during and after crises. Because of this, it's important to evaluate your crisis management strategy not from the perspective of the company CEO, but that of your average stakeholder. A quote, from Bloomberg Businessweek article by Jeff Schmitt:

I'm imagining who you are before you even speak. Chances are, you're no different from the big shots around town: aloof and full of yourself, concerned only about the almighty dollar. Behind the facade, you're probably the friend who spurned me, the crush who overlooked me, and the boss who cheated me—all rolled into one.

Don't kid yourself, there's probably a disconnect between you and the rest of us. So don't exacerbate it by playing into our antipathy. Be aware of what your worst critics think of your organization (or you personally). Acknowledge the skepticism. Surprise us by humanizing yourself. Share your emotions—sans the self-pity—and how the event has touched those around you. Have an independent party critique you before you go public, to ensure you strike the right tone and come across as humble, thoughtful, and likable.

Of course your words and behavior are the driving factors in portraying this well, but everything from scene and setting to your actual clothing affects the public's perception. While a personable and media-savvy CEO is a rare gem, you can still achieve the results you want with proper media training and some serious practice.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

The Sincerity Bar

The scene is all too familiar - a CEO or top company spokesperson at a podium with microphones splayed in front, offering a scripted statement of apology.  It's become somewhat routine, and yet it's a critical step in recovery.  But just how much weight does that statement carry?  Imagine a high jumper, flinging her body over the bar.  If she clears the bar, she lands safely on the foam mat.  If she doesn't clear it, she is disqualified.  How high is the sincerity bar in crisis communications?

This is a quote, from an article by Crisis Management International consultants Melissa Mack and Charlie McDonald, published in our latest Crisis Manager newsletter. While many of us take the standard scripted CEO podium scene with a massive grain of salt, almost automatically assuming insincerity, for some reason many still choose to approach their apologies in this manner. What Melissa and Charlie describe in their article is a new term, the "sincerity bar," a way to gauge the level of genuine apology and effort needed to be successful in crisis management.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

Crisis Communications Revealed

Professional finds new resource for crisis management insights

Unless you have young ones in the home, you probably haven't read a book report for years. Well, that's about to change, because Public Information Officer trainer and consultant Karen Terril discovered a book that spoke so clearly on the issue of crisis communication that she felt driven to write an article about it for our Crisis Manager newsletter. Crisis communication is at the core of crisis management, yet for some it is not always clear exactly what information must be passed on, and in what way. Because of this, outside resources, such as the one Karen has discovered, provide invaluable insights for professionals and amateurs alike.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

Zombie Attack!

Wifi connectivity makes it easier than ever for computer security to be compromised

Never before have we experienced the level of connectivity that even the average person can now access. There are wifi networks broadcast by nearly every type of business, from laundromats and motels to coffee shops and entire downtown areas, not to mention the fact that many computers and smartphones can now act as an access point for others to use their Internet connection. While this brings a great deal of convenience, it also creates many enticing targets for unscrupulous folks. A new threat has recently been discovered taking advantage of unsuspecting users, and while its exact purpose is unknown, experts are concerned. NPR.org explains:

Wireless security expert Joshua Wright first noticed it about four years ago at an airport.

"I went to connect to an available wireless network and I saw this option, Free Public WiFi," he remembers. "As I looked more and more, I saw this in more and more locations. And I was aware from my job and analysis in the field that this wasn't a sanctioned, provisioned wireless network, but it was actually something rogue."

Free Public WiFi isn't set up like most wireless networks people use to get to the Internet. Instead, it's an "ad hoc" network — meaning when a user selects it, he or she isn't connecting to a router or hot spot, but rather directly to someone else's computer in the area.

Even those who consider themselves computer savvy could easily be tricked into having their computer access "Free Public WiFi," assuming it to be just another innocuously named public network. The danger, though, is that as soon as they connect they are leaving the information on their system completely exposed. No big deal for those with no sensitive information, but imagine one of your top executives having every single file (and password) on their work laptop being 100% compromised and you can begin to comprehend the immense dangers such a security flaw presents. As long as we use computers and the Internet, there will be attacks on users. Because of this, crisis management planning absolutely must prepare for, and defend against, the inevitable.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

Controlling Crisis Communications

Social Media can be an ideal way to carefully distribute your message

Social media is still evolving, and as it does new platforms and uses continue to emerge. Many of its applications are perfect for communication, and as a result popular services like Twitter and Facebook are used heavily by crisis management professionals. A Social Media Today article by Alex Smith brings to mind one of the largest, but rarely spoke of, advantages of social media. A quote:

Controlled output – The output of brands into social media channels can be carefully planned and executed in an environment that they have much more control over. This is not to say that brands shouldn’t be open in a crisis, but it means that people can be given clear and concise information regarding a situation, as opposed to an interview where journalists or spokespersons may go off on tangents. The opportunity to keep the public updated using the correct language be invaluable in keeping a crisis situation to a minimum.

A runaway spokesperson can do enormous amounts of damage with a few wayward words. With the weight given by much of the public to social media, a response there is often just as effective and, as the quote states, under much tighter control.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

Crisis Manager Ezine Feature Public Information And The Unthinkable

Crisis management advice from professionals

A new Crisis Manager is out, and with it comes another pair of superb guest articles. First off, Public Information Officer trainer and consultant Karen Terrill talks about a book that perfectly describes why some are able to survive crises while others are torn apart. Following that, Melissa Mack and Charlie McDonald of Crisis Management International explain the concept of "The Sincerity Bar," and how to clear it safely.

Have an article you would think would be a good fit for our newsletter? Submissions are always welcome, simply email them to jonathan@bernsteincrisismanagement.com.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

Chile Turns Tragedy to Success

Solid crisis communications can do wonders for reputation in a crisis

As with many crises, the story of the Chilean miners, trapped for months underground while rescuers slowly burrowed through the earth attempting to reach them, could very well have been a tragic one. Throughout it all, the Chilean government has run a brilliant crisis management campaign based around informing the public, wisely using media-friendly President Sebastian Pinera as its public face, and with the miners emerging alive this potential tragedy is actually bolstering Chile's reputation. This quote from a Crisis Experts blog post by Dan Hicks explains further:

The government probably doesn't have a crisis plan for dealing with such incidents. Either way, it is doing a fantastic job of communicating. It is using social media to keep the world up to date and is displaying emotional photos. President Sebastián Piñera is there to greet the miners as they arise. According to CNN, his approval rating has risen from 50% to 70%. Compare that to President Obama's ratings as the gulf oil spill dragged on. CNN said 1,500 reporters from around the world are there covering the story. It seems information is readily available to all those reporters. I'm not sure Ive seen such a good, transparent effort by government in U.S. crises.

Truly successful crisis management does more than simply resolve the issues at hand. By making public the steps being taken to rectify and resolve issues, little room is left for damaging rumor and innuendo to creep in and stakeholders far are more likely to lend a sympathetic ear.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

The Power of Social Media

Social media holds more power than ever when it comes to communication.

The web is a social instrument. It always has been. Now, more than ever, there are clearly defined tools -- mechanisms that enable you and me to share, post, respond, comment, and connect to our community or other people's communities in a meaningful way. Meaningful is relative. For me personally, it might be sharing pictures with friends and family, reconnecting with people from high school, and sending out the occasional random thought. Meaningful? Maybe not.

For countless large corporations, the social network represents an opportunity to promote, inform, sell, inspire, entertain, and most importantly, connect -- connect to a ready audience of individuals who are just looking for the next brand to endorse online. They want the connection. 

In this quote from an iMediaConnection article, Tony Hoskins, principal of POP, explains what makes social media so meaningful in today's world. With individuals and businesses both constantly seeking out and creating new connections, communication is more important than ever. For crisis management, this presents some danger because of the speed and volume at which harmful information, true or false, can travel. The new opportunities, though, far outweigh the negatives. By establishing these all-important connections and banking the good will of stakeholders, organizations can better weather the initial stages of a crisis and take advantage of active communication to establish a public resolution.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

Delta Ad Nix Causes Crisis

Baggage fees are a fact of life when flying these days, and while airlines claim to need the extra money to survive in a struggling economy, the practice is clearly not popular with the public. Travel clothing maker ScotteVest recently tried to run an ad in Delta's own Sky Magazine that made light of the fees and was denied, a decision that has drawn significant negative coverage on the Web. A sample, from GearDiary.com:

Ever wonder if those fees airlines are now charging for carry-on items actually bring in serious revenue? Well, thanks to Scott Jordan and SCOTTEVEST we now know the answer — they bring in TONS of cash.

Turns out that while SCOTTEVEST clothing appears in the SkyMall Magazine in the pouch in front of each seat on each Delta flight, a recent ad the travel and gadget clothing company wanted to run that reminded people they can beat the ridiculous new carry-on baggage fees with the right garment hit a bit too close to Delta’s pocketbook. Delta rejected the full-page ad, although it ran in other publications.

Delta could have happily accepted the ad revenue and it hardly would have been a blip on the radar, nothing more than another clever ad that raised a bit of laughter. By refusing, the airline set off a chain of events that only served to remind the public of fees they are already upset about paying, resulting in more reputation damage and creating a need for crisis management.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

Cyber Storm

The federal government is taking advantage of crisis simulations to strengthen cyber security

In places like Arlington, Va.; Washington, D.C.; across the U.S. and around the world, a global cybersecurity exercise is underway designed to test the limits not only of the "network of networks," but the ingenuity of the people charged with protecting it.

Welcome to Cyber Storm III.

This is the third time that the Department of Homeland Security, in conjunction with other federal agencies, is holding this global cybersecurity exercise. Previous Cyber Storm exercises were conducted in 2006, and again in 2008. For the first time, DHS will manage its response to Cyber Storm III from its new National Cybersecurity and Communications and Integration Center.

Involving not only government agencies, but also as many as 60 separate private sector companies, Cyber Storm is a massive crisis management exercise that aims to thoroughly test our country's level of cybersecurity preparedness. As the above quote, from a Federal News Radio article, states, the Department of Homeland Security has actually constructed a headquarters from which to battle cyber threats, something that will surely be an advantage when we eventually do see a major Web-based attack. From that base, experts will face simulated crises that will put their skills to the test and help to strengthen existing plans.

Whatever business you are in, these walkthroughs are a crucial part of being prepared. Fully scalable from tabletop exercises to full on crisis simulations, taking this step is guaranteed to plug holes in your crisis planning.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/

Unpopular Practices

When you are forced to defend an unpopular practice, solid crisis communication is key.

Many business have a good chance of finding themselves in the position of defending some sort of unpopular practice. In a recent article from his Monday Morning Media Minute newsletter, PR expert Jerry Brown gave an excellent example involving Cotter Corp., a Denver-based mining company, which reportedly defied state orders to clean its mine or pay fines for failing to do so:

The state claims radioactive water in the mine is a threat to Ralston Creek and Denver’s Ralston Reservoir. The company claims there’s no threat.

Cotter has a right to make its case for why there’s no threat to water outside the boundaries of its mine. Sometimes companies find themselves in the position of having to defend unpopular positions. In fact, defending unpopular positions is an important part of public relations.

If you need to defend an unpopular position, it’s a good idea to start by telling the rest of us why you aren’t putting us in danger. Cotter has failed to do that. And Cotter made the situation worse by defying orders to fix the alleged threat.

In refusing to communicate or enter the legal arena, and instead simply not paying fees meant to protect local residents, Cotter instantly cast itself as a villain in the public eye. Already suffering from significant reputation damage, Cotter needs to shift into crisis management mode and do the right thing, quickly.

The BCM Blogging Team
http://www.bernsteincrisismanagement.com/