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Just a
Thought
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"The
formulation of
a public
relations
strategy
properly
begins with
listening, not
talking."
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From
the Editor
As
Chipotle is
being
bombarded with
issues
stemming from
customer
illness
incidents
involving E.
coli and
norovirus, the
recently beleaguered Blue
Bell is
bringing its
ice cream back
to store
shelves.
Blue
Bell has
really amped
up the
communication
for its
return,
putting out
multiple press
releases
sharing
information
which has been
widely
distributed to
the media and
promoted with
a splash
screen right
on its main
website. This
is especially
important
because a big
part of what
made the
creamery's
crisis so
dangerous to
start with was
a severe lack
of messaging,
and in
particular a
seeming lack
of compassion
for those
affected.
Of course, Blue
Bell's return
hasn't been
stumble-free. A
statement
released January
7 was meant to
detail enhanced
testing
procedures and
safety protocol,
but instead
spooked shoppers
when some media
outlets took the
sentence, "We
have
identified
locations
where
suspected
Listeria
species may be
present in our
facility, and
we continue to
extensively
clean and
sanitize those
areas and make
additional
enhancements
to the
facility and
our procedures
based on the
environmental
test results"
to mean that
contaminated
product was once
again an issue.
A quick
clarification
(and likely
frenzied
behind-the-scenes
effort by the
company's crisis
and media teams)
laid that issue
to rest, with
corrections and
stories
featuring their
updated
statement
clarifying that,
"we have
identified
suspected
areas where
bacteria may
be present but
in no
case have we
confirmed
Listeria
monocytogenes."
Also
violating a
tenet of
effective public
communications -
if you use
jargon, explain
it in plain
English as well.
Does it seem a
bit risky to
tell the public
that any areas
have been
identified as
possibly
containing
bacteria? At
first glance,
yes. But think
about it - would
you rather know
a food
manufacturer
which had
previous issues
was actively
identifying,
dealing with,
and talking
about potential
risks, or hear
about it when
the media digs
through records
from regulators
and reports it
instead?
Higher ups at
Chipotle are all
but certain to
be watching Blue
Bell closely,
and if they're
smart they'll
take notes on
what works and
what doesn't. As
for Blue Bell
itself, the
crisis is
certainly not
over, but
they're making
great strides
and barring
further incident
and the
always-present
risk of major
market shifts,
it should be
possible to
fully recover.
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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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The Bernstein
Crisis Management
blog, along
with our blog at the
Free
Management Library
are frequently
updated and filled
with case studies,
advice, and the
latest news on
techniques, threats,
and more.
Here, we share a
look at some of the
most popular posts
from recent weeks:
When it comes to
setting aside
limited budget funds
for crisis
management efforts
it often takes hard
facts to convince
decision makers. If
you need some ammo
for your next
conversation, Chipotle
and the Cost of
Crisis has
plenty.
In today's
reputation-centric
business world, Brand
Citizenship and
Crisis Management
go hand-in-hand.
Nonprofits share
many of the same
issues that plague
their for-profit
cousins, along with
unique challenges of
their own. Nonprofit
Communication and
Crisis Management
examines trends in
how these orgs will
do business over the
coming year, and
what you can expect
to make a major
impact.
Like it or not, the
internet and social
media have forced
communications to be
a two-way street. Crisis
Management
Quotables...on a
Dialogue with
Millions takes
a quote pointing out
this fact and dives
deeper into the
subject.
We got specific with
nonprofit comms, but
what about specific
trends for all
businesses? Don't
panic! Business
Communications in
2016 is
waiting for you.
When
it Comes to Hacks,
Don't Count on
Disclosure.
It's unfortunate but
true. If Microsoft
didn't inform over
1,000 Hotmail users
that their accounts
had been compromised
then why assume
other services will
tell you?
Drawing an
interesting
comparison between
the human body and
corporate
apologies, Anatomy
of a Corporate
Apology delves
into what it takes
to make, "We're
sorry" stick.
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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Business
Announcements
(aka
blatant
self-promotion)
Are
There Any Holes
in Your Crisis
Planning?
Your
organization may
well have crisis
prevention and
response-related
plans in place -
but are you sure
they're going to
cover all the
bases?
Bernstein
Crisis
Management's
Crisis Document
Audit is a
low-cost,
flat-rate
service which
will quickly
provide you with
a comprehensive
analysis of your
existing plans
and
recommendations
for improvement.
We're
Giving Away
Keeping the
Wolves at Bay
Keeping
the Wolves at
Bay, the
widely used
media-training
manual published
by Jonathan
Bernstein, is
now being given
away in its PDF
format. Formerly
$10, there will
be no charge for
the publication
as long as
demand exists.
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.
Social
Media Crisis
Training
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.
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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:
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:
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
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user and/or any
third party
including,
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merchantability,
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Unless
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Jonathan
Bernstein and
Bernstein Crisis
Management shall
have no
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or otherwise
(and as
permitted by
law, product
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Under
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Crisis
Management or
Jonathan
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A
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