Crisis Management

For most PR pros preventing leaks is just part of managing an M&A process. Communicators also are responsible for convincing stakeholders that the merger will bring added value to the company and, if the deal is rejected (read: Comcast-Time Warner Cable), where the companies goes from there.

Communicating crucial details with the public is a primary concern when a tragedy strikes. Philadelphia Mayor Michael Nutter has proven a largely effective crisis communicator.

Airbnb sends a strong message and Walmart’s insult to injury.

Bud Light apparently was trying to be anything but boring with a new marketing message on some of its beer bottles—and got burned in the process.

There’s a British proverb that says, “Youth looks forward but age looks back.” That pretty much sums up the way Blue Bell Ice Cream and Twitter handled their respective crises last month.

Everyone makes mistakes, sometimes egregious ones, but in time those can be forgiven. What is not forgiven is lying about your role in bad behavior.

The growing manifestation of becoming a joke has sparked a new and growing phase in the lifecycle of your crisis and recovery plan. What do you do when your brand becomes the object of the latest globally trending Internet meme? What’s the right course of action when thousands of satirical, animated GIFs are being produced and shared every hour?

It’s one thing when agencies help their clients to manage an external crisis and/or cauterize a wound. But what happens when the crisis is happening right at the table and an otherwise stable relationship may be headed for the rocks?

Engaging the public on social media is one of the most effective—and dangerous—ways of handling a brand crisis. It can reach around the world in a heartbeat and it offers you a greater degree of control over your message than traditional media, provided you use it correctly.

Partisanship and policy aside, the campaign trail offers key PR lessons. Whether it’s a presidential hopeful hitting the campaign trail or a new CEO meeting with stakeholders, making a strong first impression is crucial. And perception may trump reality.