When an Old Crisis Resurfaces: 4 Principles for an Effective Response

avatar

By 

Yesterday, I was driving home with a friend, and the conversation turned, as it inevitably does, to Howard Dean’s famous scream in the 2004 presidential campaign.

(Okay, it’s not really inevitable, it’s just funny to say that, and it goes to a point I’m about to make.)

And that point, to borrow from an old Douglas MacArthur phrase, is that old crises never go away.

Today, as Paula Deen launches a comeback, and as the 20-year-old allegations against Woody Allen are back in the news, and the Monica Lewinsky scandal resurfaces, that’s a fact worth addressing. For brands and their communications teams, crises are part of the permanent record. Dealing with that, though, can be tricky. It starts with the knowledge that while apologies will be demanded in the heat of the crisis—and most of the time must be offered—and forgiveness will be granted by many, mistakes are never forgotten. (In the case of Woody Allen, of course, he denies the allegations absolutely and has never apologized.)

So what to do? Here are a few essential principles.

1. Be aware that the record will include the crisis, no matter how old. This means you must plan for that inevitable resurfacing. That starts with the creation of a plan, but even more fundamentally, you need to learn from the crisis, and resolve never to repeat it. All subsequent business activities and decisions need to be made to ensure that objective. The elements of the plan, though, start with these next concepts.
2. Be open and non-defensive. You’ve acknowledged that the crisis occurred and is part of the permanent record, so there’s no point in reacting defensively if it comes back up. Don’t be emotional or angry. Don’t be indignant. If appropriate, use humor, as Howard Dean does when asked about his scream. And outline how you’ve learned and changed.
3. Have testimonials lined up. One of the best ways to reassure stakeholders when an old crisis crops back up is to have credible testimonials from well-selected supporters. It may be that you won’t want to directly address an old crisis, or respond to those who are reviving it. But having others speak for you can be very effective.
4. Deliver on your word. This is the most important. If an old crisis resurfaces, the most eloquent response you can make is to have a record in the intervening time that demonstrates that you didn’t just apologize and promise to make adjustments to get past the crisis. If you have years of a flawless track record, then that will be very persuasive in the court of public opinion.

—Tony Silber
@tonysilber

2,314 responses to “When an Old Crisis Resurfaces: 4 Principles for an Effective Response”

  1. For the reason that the admin of this site is working, no uncertainty very quickly it will be renowned, due to its quality contents.

  5. naturally like your web site however you need to take a look at the spelling on several of your posts. A number of them are rife with spelling problems and I find it very bothersome to tell the truth on the other hand I will surely come again again.

  11. You’re so awesome! I don’t believe I have read a single thing like that before. So great to find someone with some original thoughts on this topic. Really.. thank you for starting this up. This website is something that is needed on the internet, someone with a little originality!

  13. CAVS là thương hiệu loa có tiếng của Hoa Kỳ, bên cạnh Bose và JBL thì dòng loa CAVS cũng thể hiện được đẳng cấp của mình khi có chỉ số cạnh tranh cao trên …

  22. This is really interesting, You’re a very skilled blogger. I’ve joined your feed and look forward to seeking more of your magnificent post. Also, I’ve shared your site in my social networks!

  25. Panalobet Casino is the online casino brand recognized by senior players as the first and only named online casino. Players from the Philippines are all highly recommended. The customer service is highly respected by many players. Panalobet Casino focuses on solving all the incurable diseases of 17 players online at any time, 24 hours a day, any time. This is a feature that many senior players like very much. Most casino players have different game times. Players from all walks of life have everything. Of course, there are players who play during the day, finish at noon, and play in the middle of the night. The 24-hour online live service is very important, and it is the key to make it stand out compared to other competing platforms.

  38. This is really interesting, You’re a very skilled blogger. I’ve joined your feed and look forward to seeking more of your magnificent post. Also, I’ve shared your site in my social networks!

  48. Hi there to all, for the reason that I am genuinely keen of reading this website’s post to be updated on a regular basis. It carries pleasant stuff.

Leave a Reply

Related

No related posts.

Recent