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Just a Thought
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"The
history of PR
is... a history of
a battle for what
is reality and how
people will see
and understand
reality."
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From
the Editor
Keeping
the Wolves at
Bay Media
Training Manual Now Free
to All
Editorial
by Jonathan
Bernstein,
Publisher, Crisis
Manager
You can now
download the PDF
version of Keeping
the Wolves at
Bay: Media
Training
for no charge.
That's right,
I'm giving it
away. For as
long as people
want it. The
hard copy
version will no
longer be sold.
To the many
buyers of my
publication -
thank you. This
is simply the
latest extension
of my ongoing
willingness to
share knowledge
of the crisis
management
field, a topic
that I've been
privileged to
help develop for
over 30 years.
I am
particularly
hopeful that
professors of
public relations
will make it
available as a
textbook to
their students.
Although the
current version
- the third
update - was
published in
2010, its advice
has stood the
test of time and
includes
discussion of
how social media
communications
interacts with
traditional
media
relations. The
mindset and the
tactics needed
to optimize the
results of
exchanges with
the media remain
valid. I have
long made it
"required"
reading for
those I media
train, and see
far better
results from
those who
actually spent
some time with
the book before
their training
sessions.
My peers and
clients have had
kind words for
the manual.
Bruce Blythe of
Crisis
Management
International
said, "Uniquely,
'Wolves'
provides
content that
can be easily
read as a
general
overview, or
studied in
depth as a
true crisis
preparedness
guide."
Joan Stewart,
"The Publicity
Hound," said, "It
isn't a
substitute for
media
training, but
it will give
you the tools
and confidence
to go head to
head - and
possibly even
defang - rabid
reporters,
blood-thirsty
bloggers and
social
networking
buffoons who
are out to
besmirch your
good name."
And my client,
Craig Newmark,
founder of
craigslist and
craigconnects,
said that the
book's advice "helped
me get the
real stuff out
there, and
helped keep me
out of
trouble!"
If you submit
your name and
email address here, you'll receive an auto-reply with the
download link.
This will NOT
get you added to
any mailing
list, although
the auto-reply
will ask you if
you'd like to be
added to our
newsletter
list. If you
do, great. If
you don't want
to be on no
stinkin'
newsletter list,
no problem.
Download the
manual. Enjoy
it. Share it as
much as you
want. Just
don't change
anything in it
and I'm cool
with its
unlimited use.
Best to
all,
Jonathan
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Interested in
reprinting BCM
articles or blog
posts?
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We're
happy to give
permission for
material to be
reprinted in hard copy
or online!
If you find something
you would like to
reprint, simply submit
a request to jonathan@bernsteincrisismanagement.com.
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Blogs!
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If
the image you're
putting out
doesn't match up
with the reality
of your actions,
Jonathan
Bernstein has
one thing to say
to you, "Welcome to the Age of Karma".
Part
of our ongoing
series covering
crisis and
reputation
management
leading up to
the Olympic
Games, Rio
Olympics - Bold
Words, but
Where's the
Action?
questions
whether there
will be actual
followup now
to public commitments made
by the
organizing
committee.
Do you
have a topic
you'd like to
see featured in
our blogs? Send
an email to erik@bernsteincrisismanagement.com
and there's a
good chance
you'll be seeing
it right here in
the next issue!
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| Apropos of
Nothing |
Make Some Easy
Money
Bernstein
Crisis Management
pays VERY generous
referral
commissions, a
nice chunk of the
first year's
business from any
referred client.
If you have
someone you think
we can help,
direct them to jonathan@bernsteincrisismanagement.com
and let us know
you sent them our
way.
Avoid The
Apology
AT&T
drawing the ire of
the theatre
community after
tweeting an image
encouraging
playgoers to watch
football on their
phones mid-show;
UCLA
Medical Center
having to explain to
as many as 4.5
million patients why
they didn't bother
to encrypt personal
information;
Clueless
advertising folks at
Anheuser-Busch
eliciting widespread
anger with a Bud
Lite commercial
featuring the
tagline "The perfect
beer for removing
'no' from your
vocabulary for the
night";or,
Starbucks
kicking off - and
then aborting - its
ill-considered "Race
Together" campaign;
So many of
the damaging
crises we see
making headlines
and creating costs
every day could
have been
prevented if
someone first
asked, "What the
(expletive
deleted) could go
wrong with this
idea?" That's the
premise behind
Bernstein Crisis
Management's AvoidTheApology.com.
To learn more,
email erik@bernsteincrisismanagement.com.
Bernsteins
Available to
Deliver Free Guest
Lectures, Q&A
Sessions
Jonathan
alone, or the team
of Jonathan and Erik
Bernstein, are
available at no
charge to deliver
guest lectures and
host Q&A
sessions with
college classes via
Skype or Google
Hangout.
For our
latest
presentation we
had the pleasure
of speaking with
Fred Muir's crisis
communications
class at USC's
Annenberg School
for Communication
and Journalism.
The
lectures are fun for
us and students, and
we're more than
happy to allow
recording for your
future use. All you
need at your end is
a single computer
with webcam and a
strong broadband
connection for us to
appear in your
classroom in
real-time.
Attention
Corporate Boards
of Directors (and
those who serve
them).
If
you're connected
with a corporate
board of directors
in some way and
think that board
would benefit from
having a veteran
crisis management
pro amongst its
membership, please
contact me. --
Jonathan
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Business
Announcements
(aka
blatant
self-promotion)
Exciting
New Services from
Bernstein Crisis
Management
We are
are proud to
introduce two new
services that will
allow us to better
meet the needs of
our clients!
First,
from entering new
markets to defending
billion-dollar
established
industries, BCM's
public affairs
practice, led
by twenty year
veteran Greg Brooks,
will help you win
the battle for the
hearts and minds of
audiences from City
Council to the halls
of Congress.
Our
second addition is
based on the belief
that an important
piece in managing a
crisis includes
attending to the
emotional reactions
that influence the
outcome. Presented
and facilitated by
Steven Degelsmith,
Ph.D., our focused human
factors in crisis
management service
will equip you with
the tools you need
to handle even the
most volatile of
situations.
Thank
you to Greg and
Steven for bringing
your incredible
talents to our team,
and we can't wait to
get down to
business!
Preparing
Candidates for
C-Suite Interviews
In
2014, a client
familiar with
Jonathan Bernstein's
media training
techniques suggested
that the same
methods would help
her husband, a
candidate for a
C-Suite position at
several companies,
be better focused
and prepared for his
interviews. She was
right and, as he
moved through the
interview process,
the candidate
received a number of
one-hour training
sessions by
Jonathan, via
webcam. That
candidate is now the
CFO of a $23 billion
company and is
available as a
confidential
reference.
Are
Your Social
Media Managers
Crisis Trained?
A solid social media
manager has quickly
become a must-have
for organizations of
any size, and can
make an immense
difference by
driving in customers
and building your
positive reputation
online.
The
problem is, the vast
majority are simply
not equipped to even
identify building
crises, much less
take the steps
necessary to cope
with and mitigate
the damage that can
result.
That's where we come
in.
Bernstein
Crisis Management is
now offering crisis
management training
for social media
managers, both
independent and
in-house, as well as
social media firms.
Traditional
Social Media
Training
Want to get your
feet wet with social
media but don't know
where to start?
Maybe you have
accounts, but aren't
sure what to post,
or how to reply?
Being
active on social
media is a must
these days, but you
have to do it right.
Erik Bernstein now
offers social media
training sessions in
person or via Skype
for groups and
individuals.
We've
recently expanded
the Crisis Manager
Bookstore to
include offerings
from esteemed
colleagues like
Melissa Agnes,
Gerald Baron,
Chris Syme and Jim
Lukaszewski that
cover topics from
crisis
communication and
traditional PR to
social media and
cutting-edge
crisis
management. We'll
be adding other
authors we admire
in the weeks
ahead.
Learn how
to deal with
traditional or
social media
during a crisis in
this educational
and entertaining
guide from
Crisis
Manager publisher
Jonathan
Bernstein.
$25 for
hard copy, $10 for
PDF.
Whether
you're a
seasoned
manager,
aspiring
up-and-comer,
or student of
crisis
management,
Jonathan
Bernstein's
textbook,Manager's Guide to Crisis Management will
put you in
control of any
situation.
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Guest
Authors
Guest authors are very welcome to submit material
for "Crisis
Manager." There is
no fee paid, but
most guest authors
have reported
receiving business
inquiries as a
result of
appearing in this
publication. Case
histories,
experience-based
lessons,
commentary on
current news
events and
editorial opinion
are all eligible
for consideration.
Submission is not
a guarantee of
acceptance.
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About Us
 
Jonathan Bernstein
is both publisher of
Crisis Manager and
president of
Bernstein Crisis
Management, Inc., a
national crisis
management public
relations agency
providing 24/7
access to crisis
response
professionals. The
agency engages in
the full spectrum of
crisis management
services: crisis
prevention,
response, planning
& training. He
has been in the
public relations
field since 1982,
following five-year
stints in both
military
intelligence and
investigative
reporting.
Write to Jonathan
at: jonathan@bernsteincrisismanagement.com.
Erik
Bernstein is vice
president of
Bernstein Crisis
Management. Erik
started with BCM
in 2009 as a
writer and
subsequently
became social
media manager for
the consultancy
itself as well as
for a number of
BCM clients before
moving to the VP
position.
Write to Erik at: erik@bernsteincrisismanagement.com.
Bernstein
Crisis
Management,
Inc. is
located at 700
S. Myrtle
Ave., #404,
Monrovia, CA
91016.
Telephone: (626) 825-3838.
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Legal
Disclaimer (aka
the small print)
All information contained
herein is obtained
by Jonathan
Bernstein from
sources believed
by Jonathan
Bernstein to be
accurate and
reliable.
Because of the possibility
of human and
mechanical error
as well as other
factors, neither
Jonathan Bernstein
nor Bernstein
Crisis Management
is responsible for
any errors or
omissions. All
information is
provided "as is"
without warranty
of any kind.
Bernstein Crisis
Management and
Jonathan Bernstein
make no
representations
and disclaim all
express, implied,
and statutory
warranties of any
kind to the user
and/or any third
party including,
without
limitation,
warranties as to
accuracy,
timeliness,
completeness,
merchantability,
or fitness for any
particular
purpose.
Unless due to willful
tortuous
misconduct or
gross negligence,
Jonathan Bernstein
and Bernstein
Crisis Management
shall have no
liability in tort,
contract, or
otherwise (and as
permitted by law,
product
liability), to the
user and/or any
third party.
Under no circumstance shall
Bernstein Crisis
Management or
Jonathan Bernstein
be liable to the
user and/or any
third party for
any lost profits
or lost
opportunity,
indirect, special,
consequential,
incidental, or
punitive damages
whatsoever, even
if Bernstein
Crisis Management
or Jonathan
Bernstein has been
advised of the
possibility of
such damages.
A service of this
newsletter is to
provide news
summaries and/or
snippets to
readers. In such
instances articles
and/or snippets
will be reprinted
as they are
received from the
originating party
or as they are
displayed on the
originating
website or in the
original article.
As we do not write
the news, we
merely point
readers to it,
under no
circumstance shall
Bernstein Crisis
Management or
Jonathan Bernstein
be liable to the
user and/or any
third party for
any lost profits
or lost
opportunity,
indirect, special,
consequential,
incidental, or
punitive damages
whatsoever due to
the distribution
of said news
articles or
snippets that lead
readers to a full
article on a news
service's website,
even if Bernstein
Crisis Management
or Jonathan
Bernstein has been
advised of the
possibility of
such damages.
Authors of the
original news
story and their
publications shall
be exclusively
held liable. Any
corrections to
news stories are
not mandatory and
shall be printed
at the discretion
of the list
moderator after
evaluation on a
case-by-case
basis.
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