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.

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Oh $h%t! How to survive a crisis and not destroy your brand

  1. 1. Charlie Levenson Writer / Media Strategist /Spokesperson Oh $h%t! How to survive a crisis and not destroy your brand.
  2. 2. It's gonna happen.
  3. 3. A Company Crisis... Product Personnel Industry or Competitor Tylenol Capsules Ford Pinto Gulf Oil Spill Dave's Killer Bread Fukushima
  4. 4. A Personal Brand Crisis... You? Family/Entourage? In the past? Justin Bieber Rob Ford Skeletons Lil Za (Bieber's entourage) And Lil Twist (yeah, also Bieber's entourage)
  5. 5. How will you know?  Constant monitoring of social media  Internal reporting of potential CRM issues
  6. 6. How will you prepare?  Your team in place.  Your plan in place.  Communication lines established & practiced.
  7. 7. Is it a mountain or a molehill?  Mountains: Trigger the IRP (Incident Response Plan)  Molehills: Handled by your day-to-day team
  8. 8. Geographical Considerations
  9. 9. 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.
  10. 10. 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.
  11. 11. How the Team Responds Will Determine Everything Transparency Honesty Immediacy
  12. 12. Who is your team?  CEO and their staff  Spokesperson(s) and their staff  In-House Counsel  Outside Counsel (if necessary)  Internal Experts  External Experts
  13. 13. The Process Highest possible person available. Bring the full team together. Spokesperson has to know everything.1. 2. 3. 4. Appropriate experts are available.
  14. 14. Who is your spokesperson? It's a balancing act. CEO is on a yacht while spokesperson deals with crisis. Not having a spokesperson means you are it.
  15. 15. The Spokesperson's Role: 1 of 2 Absolutely NO stonewalling. Respond immediately. Sooner the better. Answer every question. Always follow up. 1. 2. 3.
  16. 16. 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.
  17. 17. 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.
  18. 18. 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
  19. 19. A Last Thought Sometimes, a crisis (if it's not your crisis) can be an opportunity
  20. 20. Charlie Levenson Writer / Media Strategist / Spokesperson CharlieLevenson.com All graphics, images and illustrations used with permission or under fair use doctrine.