Author: Jonathan & Erik Bernstein

When it’s OK to laugh, and when it’s not

When Richard Neill posted a sarcastic comment on the Facebook page of Euro female care company Bodyform lambasting their “lies” about a woman’s time of the month, he probably expected to link it to a couple friends and have a good laugh.

However, much as with Lowcostholidays.com’s recent social media score, Bodyform recognizes the insane popularity of and unprecedented opportunities presented by social media, and quickly went to work crafting a response.

Here it is:

Bodyform absolutely nailed it here, and the video quickly went viral. By the next day, people that had never even heard of Bodyform (your authors included) were sharing and talking about the video. In the process, Bodyform firmly established itself in many minds as a straight-shooting company that “gets” the ‘net and its users, a huge boon when the vast majority of your target audience lies in that demographic.

Now, Bodyform’s video wasn’t truly in response to a crisis, but the fact still stands that humor, used properly, can be a powerful crisis management device. By coincidence, we have another example from the same industry. Remember the uproar over J&J’s o.b. Tampons shortage? Boxes were selling for outrageous amounts on EBay, and customers who couldn’t get ahold of the product were barraging J&J’s social media pages with requests and angry comments.

Did J&J trot out a stuffy corporate spokesman in reply? Nope! Recognizing that the situation, while undoubtedly containing the possibility of reputation damage, did not hold serious health or financial consequences for stakeholders, J&J instead opted for a brilliantly hilarious video response. As a result J&J also received applause from all corners of the web, and in the process reassured customers itching for the return of their favorite product.

Of course, there are those times when you absolutely should NOT attempt to use humor for crisis management. We would hope it’s quite obvious that any time when people have been harmed, or are at risk of being harmed, is no time to look for laughs. Another no-go for humor is When financial damage is involved. I don’t think anyone would have been laughing if Bank of America made a silly song and dance about jacking up their banking fees.

Just as with any other type of crisis communication, you’ve got to take a hard look at what your stakeholder’s perceptions will be. If you show your “funny” clip to a few test audiences and spot looks of disgust then don’t even bother, you’re going down the wrong road. If people are having so much fun they’re forgetting what they were mad about in the first place, you just may have a viral video on your hands.

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is Social Media Manager for the firm, and also editor of its newsletter, Crisis Manager]

It takes a healthy mind to navigate crisis management

Our brains do not operate well under stress. Have you had mundane experiences like this? It’s your turn in the hot seat during a board game, and that answer that should be so simple just won’t come to mind until time is up. Or how about the tendency most of us have to forget a few important items back at the house whenever we’re leaving in a hurry?

This only gets worse when you’re dealing with the web of communication and action that is crisis management, and that’s why it pays to dedicate some time to personal stress management, even while battling an ongoing crisis. In an About.com Health article, Elizabeth Scott, M.S., shared a list of tips on keeping ourselves in fighting shape despite the often rigorous demands of crisis management. Here’s a few samples:

Meditation and Mental Breaks
Eliminating the stress you’re experiencing might not always be possible, especially when you’re in the throes of a crisis. However, you can give yourself breaks from the stress through meditation and through simply giving yourself mental ‘time-out’s. Meditation can be helpful not only because it allows you to stop experiencing the thoughts that keep your stress response triggered, but because it allows your body to slow down and relax, and can bring on the relaxation response, which counteracts chronic stress. Long-term meditation can make you less reactive to stress, but in times of crisis, even 5-minute meditations can have a beneficial effect.

Self Care
When experiencing a crisis, stress management can fall by the wayside, and so can self care. However, when we’re tired, hungry (or sustained by a poor diet), and sedentary, we can also be more reactive to stress. That’s why taking care of our own basic physical needs during a crisis is so important for stress management. In times of everyday stress, it’s good to treat your body well; during a crisis, it’s essential to focus on healthy eating, getting at least some exercise, and getting quality sleep.

Journaling
Writing about your feelings of stress can be a good way to release them. Writing about things you can do to affect your situation can help you maintain feelings of hope and greater control in a crisis. Writing about three things for which you can feel grateful at the end of each day can help you stay optimistic, maintain gratitude, and relieve stress during a crisis. Crisis stress management can mean utilizing these specific focused techniques while journaling.

It really is amazing what a difference taking a little break to recoup and recover can make in your mental clarity and energy levels. If you’re a larger organization, consider sharing tips like those above with your employees during crises as well. They’re undoubtedly stressed too, and the last thing you want from anyone during a difficult situation is reduced performance.

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is Social Media Manager for the firm, and also editor of its newsletter, Crisis Manager]

Agency once again takes to the ‘net for crisis management

FEMA’s been working hard these past weeks, and the agency’s not resting as thousands are left needing critical services in the wake of Hurricane Sandy. In the midst of all this crisis management there have been a host of false rumors floating around, from social media chatter claiming FEMA has run out of water to a radio station directing people to a nonexistent tent city, and the organization’s had enough.

In yet another demonstration of its crisis communications prowess (and a use of resources that would likely be eliminated next year should Governor Romney become President), FEMA has established the Hurricane Sandy Rumor Control page. Featuring a reguarly updated and extremely clear, concise list of current rumors, along with rebuttals, the rumor control page provides the perfect answer to the bevy of incorrect information that so frequently arises in crisis situations.

Of course, FEMA is supporting the page through its various social media channels, further widening its exposure and impact.

Kudos again FEMA, and keep up the good work!

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is Social Media Manager for the firm, and also editor of its newsletter, Crisis Manager]

Editor’s Note: Winnie the Pooh and Friends encounter many crises in the Hundred Acre Woods, but always manage to muddle through. In this post, guest author Brian Adams connects quotes from these cartoony creatures to the world of social media.

Winnie the Pooh and his friends had wonderful opinions about the world around them but who knew they shared such insight into social media and modern communications technology? Here are a few of their thoughts penned by A. A. Milne:

On Content Creation
“You can’t stay in your corner of the Forest waiting for others to come to you. You have to go to them sometimes.”

On Twitter
“It is more fun to talk with someone who doesn’t use long, difficult words but rather short, easy words like “What about lunch?”

Building a Following
“If the person you are talking to doesn’t appear to be listening, be patient. It may simply be that he has a small piece of fluff in his ear.”

On Personal Facebook Posts
“People say nothing is impossible, but I do nothing every day.”

On Apple’s iOS6 Maps
“I’m not lost for I know where I am. But however, where I am may be lost.”

On Blogging
“When you are a Bear of Very Little Brain, and you Think of Things, you find sometimes that a Thing which seemed very Thingish inside you is quite different when it gets out into the open and has other people looking at it.”

On Google+ (and QR Codes)
“Bother.”

On LinkedIn
“So perhaps the best thing to do is to stop writing Introductions and get on with the book.”

On the Facebook IPO
“When you see someone putting on his Big Boots, you can be pretty sure that an Adventure is going to happen.”

On Texting
“My spelling is Wobbly. It’s good spelling but it Wobbles, and the letters get in the wrong places.”

More on Texting
“TTFN, Ta Ta For Now.”

On Disaster Relief e-Fundraising
“And really, it wasn’t much good having anything exciting like floods, if you couldn’t share them with somebody.”

On Not Syncing Accounts
“One of the advantages of being disorganized is that one is always having surprising discoveries.”

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For more resources, see the Free Management Library topic: Crisis Management
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Brian Adams consults with nonprofits, including Komera Project (www.komeraproject.org), regarding communications strategy. Brian was previously Senior Director of Communications at United Way of Massachusetts Bay and Merrimack Valley (www.supportunitedway.org) and the head of Media and Community Relations for the MSPCA-Angell (www.mspca.org). A version of this story first appeared on the author’s blog (http://brianadamspr.wordpress.com/).

Missing words create crisis for the organization

Yet another employee error has landed a major organization in hot water on social media. Earlier this month, the following message was posted on the Australian Red Cross Blood Service Facebook page under its official employee account:

“…the Blood Service has to have a screening process in place to ensure the risks of distributing to the sick people who need it are minimised. We know all gays are engaged in risky behaviour, just like we know that all people who have lived in the UK will have mad cow, or that all people who get tattooed will get infected by dirty needles…”

Facebook almost instantly lit up with furious members of the public voicing their anger or concern, and the clamor only grew louder as several large LGBT equality groups spread word of the offensive post.

Was this the case of an employee gone mad? Perhaps someone was sacked and took their revenge before heading out the door? Nope. Just as in the vast majority of these types of crises, the problem was much more mundane. As this quote from an Australian News article by Claire Connelly explains, it was simple employee error:

The Australian Red Cross Blood Service told News Ltd the post was an “error” and the employee, who had been doing “two things at once”, inadvertently used “bad wording”.

The word “not” was meant to have been used three times in the post, national media manager Kathy Bowlen said, meaning it should have read, “Not all gays engage in risky behaviour and not everyone in the UK has mad cow disease and not everyone with tattoos get infected by dirty needles.”

She said: “Our policies are not at all homophobic or discriminatory but we know some people will think that no matter what we say. I’m disappointed it happened but there’s not much we can do.”

Now, mistakes will happen. It’s entirely plausible that a tired or distracted brain could have skipped out on those message-changing “nots,” but what really caught our eyes was the end of national media manager Kathy Bowlen’s statement. Not only did she use the very terms that the Australian Red Cross does not want to be associated with (a major PR no-no), but she also left off with the rather lame statement of “there’s not much we can do.” That’s not exactly confidence inspiring, is it now? There’s always something you can do.

A closing statement along the lines of, “We here at the Australian Red Cross fully support the rights of the LGBT community. We apologize for the error, and have already put processes in place to ensure such a slip up does not occur again,” would have done the trick nicely, especially because most people are quite aware that the Red Cross provides a valuable service to those in need regardless of race, creed, color or belief.

Choose your words wisely when engaging in crisis management, and make sure to show that you care, because the people you’ve upset most certainly do.

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is Social Media Manager for the firm, and also editor of its newsletter, Crisis Manager]

Hurricane Sandy brings a wide range of dangers, many that persist after the storm has moved on. Please heed these after-storm survival warnings from FEMA, and don’t forget to share them with relatives, friends and neighbors!

CPSC, FEMA and USFA Warn About Deadly Dangers After Hurricane Sandy Passes

WASHINGTON, D.C. – Hurricane Sandy is a massive, slow moving storm that has left millions of Americans along the East Coast without electricity. The U.S. Consumer Product Safety Commission (CPSC), Federal Emergency Management Agency (FEMA), and U.S. Fire Administration (USFA) are warning residents in hurricane-impacted areas about the deadly dangers that still remain as Hurricane Sandy tracks north.

Consumers need to use great caution during a loss of electrical power, as the risk of carbon monoxide (CO) poisoning from portable generators, fire from candles, and electrical shock from downed power lines increases.

In order to power lights, keep food cold or cook, consumers often use gas-powered generators. CPSC, FEMA, and USFA warn consumers never to use portable generators indoors, in basements, garages, or close to a home. The exhaust from generators contains high levels of carbon monoxide (CO), greater than that of multiple cars running in a garage, which can quickly incapacitate and kill.

“Our goal is to save lives and prevent further disasters in the aftermath of Sandy,” said CPSC Chairman Inez Tenenbaum. “Never run a generator in or right next to a home. Carbon monoxide is an invisible killer. CO is odorless and colorless and it can kill you and your family in minutes.”

“Our thoughts and prayers are with those in the Mid-Atlantic states who’ve been affected by this storm. We strongly encourage all of those in affected areas to stay indoors, in a safe location and to continue to monitor conditions,” said FEMA Administrator Craig Fugate. “As the federal government continues to support the life-saving efforts of state, tribal and local officials, individuals need to do their part and remain out of harm’s way. Do not try to return home until local officials give the all clear.”

“We know from experience as victims try to recover from disasters, they will take unnecessary risks with candles, cooking and generators. These risks often result in additional and tragic life safety consequences,” said U.S. Fire Administrator Ernie Mitchell. “When you consider the challenges faced by firefighters and their departments to also recover from the same disasters, it is important that all of us remember even the simplest of fire safety behaviors following disasters of any type.”

Deaths involving portable generators have been on the rise since 1999 when generators became widely available to consumers. There have been at least 755 CO deaths involving generators from 1999 through 2011. While reporting of incidents for 2011 is ongoing, there were at least 73 CO related deaths involving generators last year. The majority of the deaths occurred as a result of using a generator inside a home’s living space, in the basement or in the garage.

Do not put your family at risk. Follow these important safety tips from CPSC, FEMA, and USFA in the aftermath of the storm.

Portable Generators
Never use a generator inside a home, basement, shed or garage even if doors and windows are open. Keep generators outside and far away from windows, doors and vents. Read both the label on your generator and the owner’s manual and follow the instructions. Any electrical cables you use with the generator should be free of damage and suitable for outdoor use.

Charcoal Grills and Camp Stoves
Never use charcoal grills or camp stoves indoors. Deaths have occurred when consumers burned charcoal or used camp stoves in enclosed spaces, which produced lethal levels of carbon monoxide.

CO Alarms
Install carbon monoxide alarms immediately outside each sleeping area and on every level of the home to protect against CO poisoning. Change the alarms’ batteries every year.

Electrical and Gas Safety
Stay away from any downed wires, including cable TV feeds. They may be live with deadly voltage. If you are standing in water, do not handle or operate electrical appliances. Electrical components, including circuit breakers, wiring in the walls and outlets that have been under water should not be turned on. They should be replaced unless properly inspected and tested by a qualified electrician.

Natural gas or propane valves that have been under water should be replaced. Smell and listen for leaky gas connections. If you believe there is a gas leak, immediately leave the house, leave the door(s) open, and call 911. Never strike a match. Any size flame can spark an explosion. Before turning the gas back on, have the gas system checked by a professional.

Candles
Use caution with candles. If possible, use flashlights instead. If you must use candles, do not burn them on or near anything that can catch fire. Never leave burning candles unattended. Extinguish candles when you leave the room.

Consumers, fire departments and state and local health and safety agencies can download CPSC’s generator safety posters, door hangers and CO safety publications at CPSC’s CO Information Center or order free copies by contacting CPSC’s Hotline at (800) 638-2772.

Download FEMA and USFA’s lifesaving information on disasters at www.Ready.gov and www.usfa.dhs.gov

To see this press release on CPSC’s web site, please go to: http://www.cpsc.gov/cpscpub/prerel/prhtml13/13021.html

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For more resources, see the Free Management Library topic: Crisis Management
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FEMA’s learned well from its experiences, and is making sure to keep the lines of communication open as Hurricane Sandy begins to make landfall. Here’s another update on what they’re doing, as well as where the public can turn for help or news of the storm.

As Hurricane Sandy approaches…

According to the NOAA National Weather Service 2 p.m. advisory, hurricane force winds are expected along portions of the coast between Chincoteague, Va. And Chatham, Mass. Tropical Storm force winds are expected north of Chatham to Merrimack River, Mass., the lower Chesapeake Bay and south of Chincoteague to Duck, North Carolina. Hurricane Sandy is expected to produce significant precipitation over widespread areas causing inland flooding, coastal storm surge, snow, and possible power outages.

Individuals in the region should continue to monitor NOAA Weather Radio and their local news for updates and directions provided by their local officials. State and local officials make determinations and announcements about evacuations. We urge the public to listen to the instructions of officials, and if told to evacuate – evacuate.

The FEMA smartphone app provides safety tips and displays open shelter information at www.fema.gov/smartphone-app. To find an open Red Cross shelter, download the Red Cross Hurricane app or visit redcross.org.

To support potential pre- and post storm evacuations, in coordination with U.S. Department of Health and Human Services (HHS) through Emergency Support Function 8, FEMA has the capability to activate ambulance contracts to support state requirements to evacuate patients if needed and requested.

In anticipation of the potential impact from the storm, the American Red Cross mobilized hundreds of disaster workers, readying shelters and coordinating efforts with community partners in potentially affected states and the Department of Health and Human Services has two 50-person disaster medical assistance teams pre-staged in the mid-Atlantic, prepared to deploy quickly along the East Coast if needed. The U.S. Army Corps of Engineers deployed temporary emergency power teams along the East Coast. Power teams consist of planning and response teams and resource support staff to assist with critical infrastructure.

The Department of Energy (DOE) is working closely with FEMA, and in support of state and local officials who are responsible for working with utilities as they prepare for storms, deployed emergency response personnel to FEMA Regional Response Coordination Centers (RRCC) in Massachusetts, New York, and Pennsylvania, and additional personnel are on standby to assist. DOE is working with states and local partners as the electric industry begins the process of pre-mobilizing storm and field personnel to assist in power restoration efforts.

U.S. Northern Command deployed Regional Defense Coordinating Officers (DCO), and portions of the Defense Coordinating Element (DCE), in advance of the storm, to validate, plan and coordinate potential Department of Defense (DOD) support of FEMA’s response operations and to facilitate DOD support of life-saving and response operations. FEMA and DOD are establishing Incident Support Bases in Westover, Mass. and Lakehurst, New Jersey to position supplies including water, meals, blankets and other resources closer to potentially impacted areas, should they be needed.

The Federal Aviation Administration (FAA) is monitoring the storm and will take steps to prepare and protect FAA facilities and equipment that are in the projected path of the storm, including control towers, radars and navigational aids. The FAA’s top operational priority is to quickly re-establish air traffic service to support disaster relief efforts. The FAA Air Traffic System Command Center will maintain constant communications with the airlines, the military, business aviation and airports in the storm’s path. They will advise the FAA about their flight schedules and plans to evacuate aircraft from affected areas and the FAA will share information about the status of the air traffic control system and availability of air routes.

Preparedness Actions

Take Action. Time is limited to prepare your family, home or business to lessen the impact of severe weather. Coastal and inland residents should ensure that their families have an emergency plan and emergency kits in their homes and cars. Some of the items in a basic emergency kit include: one gallon of water per person per day, for drinking and sanitation; at least a three-day supply of non-perishable food; battery-powered radio and a NOAA Weather Radio; flashlight and extra batteries; and First Aid kit.

Those in areas where the storm is expected to produce snow should also have supplies in their emergency kits such as rock salt or environmentally safe products to melt ice on walkways, snow shovels, adequate clothing and blankets to keep warm and heating fuel like dry, seasoned wood for the fireplace or wood-burning stove. Both hurricanes and winter storms often cause power outages, take steps now to ensure you can sustain yourself for at least 72 hours if needed.

More information about what to do before, during and after a disaster can also be found visiting www.ready.gov and www.listo.gov. The FEMA mobile site (http://m.fema.gov), smartphone app (www.fema.gov/smartphone-app), and text messages (www.fema.gov/text-messages) also provide regular updates. Sharing information using social media tools is also a good way for residents to stay informed. Follow FEMA online at www.fema.gov/blog, www.twitter.com/fema, www.facebook.com/fema, and www.youtube.com/fema.

FEMA’s mission is to support our citizens and first responders to ensure that as a nation we work together to build, sustain, and improve our capability to prepare for, protect against, respond to, recover from, and mitigate all hazards.

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For more resources, see the Free Management Library topic: Crisis Management
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Winds from Sandy are already being felt on the East coast, and with widespread power outages predicted the public is going to have to be prepared. FEMA has done an excellent job of sharing information over the ‘net, utilizing several websites, social media accounts, and emails full of tips like the following, aimed at keeping the public safe and aware:

TROPICAL STORM SAFETY AND PREPAREDNESS TIPS

The National Weather Service is the official source for weather information and severe weather watches and warnings, so follow your forecast at www.weather.gov (http://mobile.weather.gov on your phone) for the latest forecast.

As of 8:00 am, Tropical Storm Watches and Warnings issued by the NOAA National Weather Service remain in effect along portions of Florida’s east coast; and a Tropical Storm Watch remains in effect for portions of the coastal areas in the Carolinas. In addition, gale, storm and high wind watches and warnings are in effect for some areas.

According to the National Weather Service, Tropical storm conditions are expected to continue in the warning area along the east coast of Florida today. Tropical storm conditions are expected to first reach the tropical storm warning area in the Carolinas by this evening and spread northward tonight and Sunday. Storm conditions are also possible in the watch areas through tonight.

We urge those in East Coast states along the storm’s projected path to monitor the progress of Hurricane Sandy. Individuals in the region should continue to monitor NOAA Weather Radio and their local news for severe weather updates, warnings and watches, and follow instructions of local officials.

While hurricanes are unpredictable, those in the possible path of the storm should be preparing. If you haven’t done so already, take the time now to put together a family emergency plan and emergency kit. Some of the items in a basic emergency kit include: one gallon of water per person per day, for drinking and sanitation; at least a three-day supply of non-perishable food; battery-powered radio and a NOAA Weather Radio; flashlight and extra batteries; and First Aid kit. Having a kit can help you weather the storm.

Tropical weather can bring high winds and heavy rains, so listen to local officials and follow their instructions. Keep up to date with local conditions – follow TV and radio reports from your area, or visit www.weather.gov (http://mobile.weather.gov on your phone) for the latest forecast.

The potential for heavy rains can also lead to flooding, or flash flooding in some areas. Driving through a flooded area can be extremely hazardous. Remember – turn around, don’t drown.

Those in East Coast states along the storm’s projected path should also familiarize themselves with the terms that are used to identify a severe weather hazard.

Terms used to describe tropical weather include the following:

• A Tropical Storm Warning means that tropical storm conditions are expected within 36 hours.
• A Tropical Storm Watch means that tropical storm conditions are possible within the watch area within 48 hours.

For additional information, tools and resources to prepare for any type of disaster, visit
www.Ready.gov (or in Spanish at www.Listo.gov). The FEMA mobile site (http://m.fema.gov), smartphone app (http://www.fema.gov/smartphone-app), and text messages (http://www.fema.gov/text-messages) also provide regular updates. Sharing information using social media tools is also a good way for residents to stay informed.

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For more resources, see the Free Management Library topic: Crisis Management
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The best form of crisis management is prevention

Social media, web digests, TV news, even plain old word of mouth all revolve around finding something interesting to talk about, and you really don’t want your organization’s latest slip-up to become the topic du jour. Problem is, you can’t shut it down once the story’s out. There are many things you can do to mitigate or reduce damage, but there’s only one form of crisis management that heads the issue off at the pass.

Crisis prevention is the ultimate form of crisis management. You seek out potential problems, risks, or vulnerabilities and solve them before they’re thrust into public view, ideally before they ever cause a negative impact at all. Toyota clearly is a company unconcerned about crisis prevention. Reports have shown that execs knew about the issues behind its most recent recall 7.5 million auto recall years before the info went public and well in advance of its 2010 recalls for sudden acceleration, yet neglected to resolve the pending crises before the National Highway Traffic Safety Administration stepped in. Between these two crisis prevention failures Toyota has spent over $100 million, and perhaps even more importantly lost valuable market share to its competition, which equates to even more bottom line damage.

How we can catch crises before they erupt? As with most aspects of crisis management, communication is key. Not only do employees need the ability to talk amongst themselves and across departments, but there also must be clear ways for them to move information up the chain in a timely manner. Especially given the non-centralized organizations of today, one of the best ways to encourage constant communication is to create internal forums. Most of us love to talk and share on all kinds of social media, so what better way to help each other recognize and resolve issues than putting a similar platform to work?

Vulnerability audits are another key tool in locating potential crises before they occur. We often end up with a frighteningly long list after these intensive inspections, even working with organizations that thought themselves well prepared. It’s absolutely critical to take a long, hard look at everything from opening procedures to possible problem employees in order to determine current and potential areas of operational and communications weakness and strength.

If you find the crisis first, you get to be the good guy. You can figure out a solution and, depending on case, either squash it silently or announce to all of your stakeholders how your care and dedication has saved them from a potential problem and rake in the reputation. Let the public and media get hold of the story before you do, and it’s going to cost you dearly.

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is Social Media Manager for the firm, and also editor of its newsletter, Crisis Manager]

Good crisis management covers both

It’s pretty obvious that you can’t just wing it when it comes to crisis management. While business leaders as a whole are far more on board with the whole “crisis plan” thing than they were some 10-15 years ago, their focus is still typically very much on the now.

Few feel the need to pour time and money into a long-term crisis management plan once their brand’s no longer being slammed on the ‘net or in the news, but the reality is that making this investment will help to enhance and maintain the positive results attained by the initial crisis management strategy.

Not sure what the difference should be, or wondering what exactly should be involved with each? Check out this quote, from an excellent BankDirector.com article by Jean Veta:

Develop a Short-Term Plan

The institution’s short-term plan for addressing the crisis should include an evaluation of the need for an internal investigation by internal or outside counsel. The short-term plan also should consider whether the institution’s regulator(s) or law enforcement should be notified and the extent to which key constituencies, including employees, customers, shareholders, and the public need to be informed. It is essential to act in an expedited yet careful fashion to assess key evidence and the applicable legal framework in formulating a short-term plan.

Develop and Execute a Long-Term Plan

 

 

 

To weather a crisis effectively, an institution must stay focused on its key objectives, while remaining flexible to adjust. An institution’s long-term plan, depending on the crisis, may include: remediation of the harm, implementation of enhanced internal controls, improved management reporting to ensure appropriate monitoring, and increased internal audit standards to test the institution’s compliance responses.

Essentially, the short term plan addresses the incident itself. The long term plan is more focused on settings things right and enacting protocol to ensure the crisis cannot be repeated. Not as complex as you thought, right?

If you take your crisis management seriously, it will show. Stakeholders, while undoubtedly initially quite upset, will eventually have their faith in your organization enhanced when they see you’re committed to not only cleaning up your mess, but also working to ensure it can’t happen again.

As we always say, crises WILL occur, even to the most benign and well-protected organizations. It’s the actions afterward that will make or break the well-being of your most valuable asset – your reputation.

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is Social Media Manager for the firm, and also editor of its newsletter, Crisis Manager]