24 / 7 / 365
Bad news doesn't take the weekends off.
Media cycle no longer controlled only by
Something small on Friday afternoon can be
big by Monday morning.
A Weekend: The Motrin Moms
September: Motrin begins campaign geared towards
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 Responds
Will Determine Everything
Who is your team?
CEO and their staff
Spokesperson(s) and their staff
Outside Counsel (if necessary)
Bring the full
Spokesperson has to
know everything.1. 2.
Who is your spokesperson?
It's a balancing act.
CEO is on a yacht
deals with crisis.
Not having a
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.
The Spokesperson's Role: 2 of 2
Understand 24-hour-news cycle deadlines.
Frequent scheduled updates.
More information is always better than less.
Control the side stories.4.
Why things go wrong...
Living inside a bubble.
Unwillingness to invest in crisis response.
Ego. Believing that mistakes=weakness.
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.”
A Last Thought
Sometimes, a crisis (if it's not your crisis)
can be an opportunity
Writer / Media Strategist / Spokesperson
All graphics, images and illustrations used
with permission or under fair use doctrine.