Be The Source

Take charge of communication

You always want to be the primary source of information in a crisis. The best way to do this in today's climate of near-instantaneous communication is to answer stakeholders' questions before they're ever asked, a crisis management tactic described here in a quote from a Mashable article by Levick Strategic Communications' Patrick Kerley:

Today’s consumers are as informed as ever and will likely hear about a recall the moment it is announced. Further, as with so many industries, a push to put data and tools on mobile devices means consumers will have access to information anywhere.

For example, the Consumer Product Safety Commission (CPSC), the Food and Drug Administration (FDA), and the U.S. Department of Agriculture (USDA) have released a new mobile app that enables consumers to access up-to-the-minute information on product recalls directly from the retail store aisles.

The same savvy consumers who take advantage of mobile technology will likely be the most outspoken and the most apt to connect online. They will turn to the company’s website or social media profiles to find out the specifics of the recall and to provide commentary of their own. Before this crucial early adopter/early responder audience begins researching and posting about a recall, it is important that information about the recall be readily available. Without your information, consumers will be left to make their own determinations — which could have dangerous consequences on both their safety and the trust they put in your company.

Consumer's personal determinations will not be the only factor in a situation like this, though. Reporters, bloggers, and many other individuals will be weighing in as well, and if you do not shine in the role of information dispensary then someone who may not necessarily have your best interests in mind will gladly fill the gap.

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

Google Does Crisis Management Right

Simple communication pays off

Google has received even more attention than usual (if that's possible for a page that welcomes millions of users daily) due to a series of articles investigating flaws in its ranking system. While theories abound as to who is behind this sudden influx of attention, it really doesn't matter because of some smart crisis management by Google, described here in a quote from a PR Daily article by Kevin Allen:

Google hasn’t taken it all on the chin; the search giant is launching a PR counterattack of its own. The message: Spammers and content farms will be punished.

We saw what happened to JC Penney when it attempted to manipulate its search results. Now, Wired is reporting, along with several other news outlets, that Google is taking even more measures to bolster its efforts to silence content farms.

If it turns out that a competitor was behind Google’s negative press, it seems that their PR efforts could backfire. Google is playing this one right by saying, in effect, “We acknowledge the need for change and we’re taking the necessary steps.”

Maybe all the offending parties managed to do in the end was make Google a better product.

Tell people you know there's a problem, and show what you're doing to fix it. It's simple advice, but refusing to take those two steps is the reason many crises progress to dangerous levels. Kudos to Google for nailing it!

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

Crisis Communication

Give the people want they want

While communication will fall flat on its face without actions to back it up, in the immediate aftermath of a crisis the first thing the public wants is information. In a recent post on the LawFirmsPR blog, my colleague, crisis communication expert Rich Klein, summed up exactly how to give it to them:

3) Speak – Using traditional media but especially social media like Twitter, Facebook & YouTube, a company must respond  24/7 to media/blogger inquiries as well as the concerns of a company’s critical audiences (employees/loved ones, customers/clients, government officials, investors, etc.). “Speak” also means “write” — so any backgrounders, fact sheets, press releases and social media posts that can be prepared in advance will make it easier to navigate a serious crisis. Spokespeople previously designated should have access to live video tools like Skype, iChat, Facetime, UStream, Justin.TV and Google Chat.  This will allow critical audiences to actually see and hear from the “face” of the company, which helps an organization to build/rebuild trust much faster. But that’s assuming the written and spoken messages put out by the company are entirely credible. In addition, most of these “apps” are available on a growing list of mobile devices.

The idea of using web-based video for crisis management has already been tested with success in several high profile cases, and although these were largely based on YouTube and not streaming live, the skyrocketing popularity (and near-zero cost) of these services makes them very strong communication tools when used in combination with the rest of your arsenal.

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

Preparing for the Unthinkable

Japan faces overwhelming need for crisis management

The catastrophic impact of last Friday’s quake and tsunami in Japan shows that even the very best preparation can be overwhelmed by violent and unpredictable events of this magnitude.

Japan has a well-drilled population, strict building regulations and some of the most extensive earthquake planning in the world. But right now the estimates of dead and missing, the nuclear emergency, and the numbers of people in need of basic supplies and sanitation are a reminder that sometimes all a government can do is try to cope.

This is what crisis management is all about. Being able to react with speed and certainty, explaining what you are doing, and making the best use of your strained resources can have a huge impact in the short, medium and long term.

This quote, from a post by Catherine Haddon on the UK's Institute for Government blog, is the very reason that the old cliche, "expect the unexpected," exists. In the wake of this staggering crisis, not only the government, but business owners and private citizens are forced to plunge into crisis management mode. When even those who have taken precautions are struggling to keep their heads above water, how do you imagine those who neglected to prepare are faring?

Every time a crisis strikes there is a lesson to be learned - be ready. Whether it's a natural disaster or a CEO caught in a scandal, having a plan makes a world of difference.

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

The Right Message

Everyone needs to be on the same page when it comes to crisis communication

It's not always possible to limit crisis communications responsibilities to one person, which can create damaging situations if everyone isn't on message. This was evidenced after White House staffers gave varied responses to questions regarding the current situation in Libya, described here in a quote from PR News Online blog post by editor Scott Van Camp:

"...this morning’s piece in The Wall Street Journal about the West’s talk of imposing a no-fly zone over Libya (to keep Gadhafi from killing protesters from the air) struck me as a huge communications snafu for the U.S. At one end of the spectrum you have Defense Secretary Gates criticizing “loose talk” about military intervention (playing it down) while testifying before Congress—while at the other end, Secretary of State Clinton has been supportive of a no-fly zone. That’s pretty contradictive stuff, coming from a couple of high-level officials. In the middle there’s Jay Carney, the new White House press secretary, who says the no-fly zone is being “actively considered.” Seems like everyone isn’t on point during this crisis. I wonder if this is a communications blip, or evidence of the Obama’s lack of foreign policy experience? In any case, if the White House is unsure of what to do about Libya, at least it should get its PR act together."

Regardless of whether you are running a country or a business, ensuring that your representatives understand and can communicate your message should be a major priority. The alternative is to look scattered and weak - not exactly the image you want to project to the competition.

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

Speak Carefully

Choose your words carefully or your reputation will suffer

Merrie Spaeth's BIMBO Awards are a constant reminder of the power that words carry and the danger of using them without thinking. The latest edition of the BIMBOs features a medley of examples, including this outstanding one:

"The crisis was not caused by Wall Street fat cats," said negotiator Steve Eckhaus, when asked about rising compensation and bonuses for his clients. (We think pay packages are sometimes out of line, but we recognize government intervention only makes things worse. However, Mr. Eckhaus strains his credibility when he adds his clients are "pure as the driven snow."  Given the amount of self-dealing and back scratching, we think financial district snow has had more than a few dogs walking on it.)The Wall Street Journal, "Wall Street Lawyer: Don't Blame Pay," Feb. 5, 2011

It's important for anyone involved with crisis management to realize that the media will immediately seize upon sensational or damaging terms; whether they are in context doesn't matter in the slightest. By using the term, "Wall Street fat cats," in an attempt to defend his clients, Eckhaus actually labeled them as such, making his job that much more difficult.

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

Reputation Rehab

Designer heads to rehab after rant in bar

Fashion designer John Galliano is the latest high-profile person to be captured on film making a complete ass of himself and embarrassing his employer, Christian Dior, in the process. Already cut from the Dior team, Galliano is headed straight to rehab for issues with alcohol and has begun his crisis management with this statement, quoted from a NY Times article:

‘‘Anti-Semitism and racism have no part in our society. I unreservedly apologize for my behavior in causing any offense,’’ Mr. Galliano said in a statement issued through Harbottle and Lewis, a London law firm. The designer's statement said he was ‘‘subjected to verbal harassment and an unprovoked assault when an individual tried to hit me with a chair having taken violent exception to my look and my clothing" during the altercation in a Parisian bar last week. He also has started legal action for defamation, according to the statement.  

Already known as a "bad boy," Galliano had little cushion for his reputation and has fallen hard. Recovery is possible, but it would be wise for Galliano to first lay low and finish the rehabilitation process, then make amends with the public and his former employers.

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