Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals and Other Emergencies

Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals and Other Emergencies

by Edward Segal


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How many splashy scandals and crisis situations have befallen companies and public figures in the past week alone? How did the organizations and people at the center of those crises manage the situation? Did they survive with their reputations intact or are they facing an ongoing public nightmare that keeps building on itself in the era of social media?

This new book from veteran public relations expert Edward Segal is based on the following premise: it's not a matter of IF a scandal or crisis will hit, it's WHEN. How a company deals with it will have lasting impact on their reputation, profits, and more. But for most organizations, when a crisis hits, they're caught off guard and ill-prepared. While essential, crisis plans are worthless unless properly executed, as the stories and examples featured throughout Crisis Ahead attest. Edward Segal's vivid and memorable accounts underscore the benefits of practicing and updating crisis plans at least once a year. The book also provides a template for creating a customizable crisis management plan.

Crisis Ahead is for CEOs, senior staff, corporate communication professionals, HR and legal teams, boards of directors, and front-line employees who need to know what to do in the moment: what levers to pull and what moves to make in real time when faced with a crisis, scandal, or disaster. This book is written with the need for speed in mind. It's concise and practical with a light touch and occasional humor to help people on the front lines prepare for, survive, and bounce back from a crisis. It includes dozens of anecdotes, stories, and lessons about how companies, organizations, and individuals - ranging from Amazon, Apple, and the European Union, to Disney, Starbucks, and entrepreneur Elon Musk - have prepared for, created, managed, and communicated about crisis situations.

Product Details

ISBN-13: 9781529361421
Publisher: Mobius
Publication date: 06/16/2020
Pages: 256
Sales rank: 815,352
Product dimensions: 5.90(w) x 8.90(h) x 0.90(d)

About the Author

Edward Segal has more than 30 years' experience as a crisis management expert. He managed crisis situations as the C EO of two trade associations; advised and helped organizations survive disasters, scandals, and emergencies including the arrest and firing of corporate officers, hate crimes, and sexual harassment; and conducted crisis management and communication training for hundreds of executives and their staffs. Segal is the former marketing strategies columnist for The Wall Street Journal's and senior media relations consultant for Ogilvy Public Relations Worldwide. He has provided expert PR advice and counsel to more than 500 corporations and organizations.

Table of Contents

Introduction xiii

Chapter 1 How Ready Are You? Find Out Now Before It's Too Late 1

The 10 Rs of Crisis Management 1

How Vulnerable Are You to a Crisis? 2

Are You Ready for a Crisis? 7

What Would You Do If… 11

Chapter 2 If You Fail to Plan, You're Planning to Fail 27

10 Reasons Why You Need a Crisis Plan 27

Your Early Warning System 28

The Right Approach 28

Customize Your Crisis Plan 29

Why You Need a Plan B 29

Your Crisis Management Team 30

Why and How Your Response to a Crisis May Vary 32

Document Your Crisis 33

Next Steps 34

Crisis Management and Communication Plan 34

Chapter 3 Put Your Plan to the Test 43

Practice Makes Perfect 43

Back to School 44

Groundhog Day 46

Chapter 4 When the Sh*t Hits the Fan: Best Practices 51

What to Do First 51

Next Steps 54

Chapter 5 How to Work with the Media during a Crisis 61

"Mike Wallace Is Here" 61

Some Truths about the Media 62

Media Interview Checklist 64

Sound Bites and Ink Bites 69

Exercise: Write Your Own Sound Bite 71

News Releases 71

News Conference Checklist 73

Newspaper Interviews 74

Television Interviews 74

Radio Interviews 75

Satellite and Skype Media Tours 76

Op-Eds and Bylined Articles 77

Utters to the Editor 77

Online Pressrooms 78

When News Organizations Get the Facts Wrong 78

Exercise: Play Reporter 79

Chapter 6 Learn from the Successes and Mistakes of Others 81

What Is a Crisis? 81

Crisis Triggers 82

Crisis Case Studies 88

101 Best Practices 229

Chapter 7 Bouncing Back: How to Recover from a Crisis 233

Road Map to Recovery 233

Bounce Back Hall of Fame 235

Your Continuing Education 239

Acknowledgments 241

Notes 243

Index 267

About the Author 277

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