Joe Marconi's book is a timeless, simple resource for all businesses, especially important during these media-saturated web 2.0 times. Highlights:
Things to do when crisis hits your business:
- Prepare a situation analysis. Determine what might need to be added or changed relative to your original marketing plan.
- Select a single spokesperson, someone who understands the art and science of effective communication, to provide information and answer questions for your side.
- Don't exceed credibility. Be honest.
- Go public with your problem before someone else does. Be honest.
- Acknowledge what you're doing about it. Ramifications of crisis are increased when the subject compounds the problem by lying or trying to minimize its importance.
- Anticipate the worst-case scenario and plan for it, if only as a contingency. The motto "be prepared" is no less a good strategy for the marketer.
- Advertise your position through letters, paid ads, press releases, newsletters, and the availability of a speaker.
- Control your crisis by taking a leadership position in public. Be first with the statement; don't wait to be asked or for your critics to shape the story.
- Don¹t let your spokesperson upstage your message. Attempting to buy an outsider's credibility is a risky and misguided strategy.
- Create and draw from a reservoir of goodwill. Be well positioned before the crisis.
- Accept the counsel of professionals. Look for objectivity to be certain you haven't overlooked any possible strategies.
- Be willing to put your message in writing as a way of reinforcing your integrity. And be honest." (pp. 45,46)
The seven rules of crisis management:
Rule 1: Get your comment out first and fast.
Rule 2: Show concern.
Rule 3: Pledge cooperation.
Rule 4: Take responsibility.
Rule 5: Tell what you're doing about the problem.
Rule 6: Discuss the crisis in a larger context.
Rule 7: If you're wrong, apologize.
[From the Great Books Series. Also see The Success Manual - Encyclopedia of Advice, which contains summaries of 100+ Most useful books.
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