Recorded on 20 May 2020
A crisis, in business terms, is an event that threatens or upends operating procedures and, if not handled quickly and effectively, will have lasting consequences. Today, we find ourselves in a textbook yet, like the virus, novel business crisis. This isn’t a passing crisis. It’s a long-term event and we have to make peace with that so we can respond appropriately.
Experts have already warned of the potential for new waves of infection for at least the next eighteen months. It’s clear that businesses will require greater adaptability and fluency in their crisis communication. Our battle with coronavirus is a macro-showcase on effective and ineffective crisis response. By examining the decision-making of prominent leaders, in response to perhaps the single greatest global disaster of our lifetime, we can identify the best practices and avoidable pitfalls applicable to managing any crisis.
There are four general steps that every crisis communication response should follow: gathering information, controlling the messaging, addressing misinformation, and moving forward with effective and ongoing resolutions. I’ll outline how the coronavirus can show us the best – and worst – approaches to each.
Here is a link to the slides for your reference.
Presenter / Eric Yaverbaum, CEO of Ericho Communications, is a communications, media, and public relations expert with over 35-years in the industry, having co-founded Jericho Communications and served as president from 1985 until its successful merger in 2006 with LIME Public Relations & Promotions. Yaverbaum has worked with a wide-range of top-of-their-industry clients including Sony, IKEA, Progressive Insurance, Domino’s, Beachbody, H&M, and fitness guru Jack LaLanne. He is also a bestselling author who literally wrote the book on public relations—the industry-standard bestseller PR for Dummies—as well as six other titles including, Leadership Secrets of the World’s Most Successful CEOs (over a million copies sold). His expert commentary has been featured on Forbes, The Washington Post, The New York Times, HuffPost, CNBC, Fox Business, and PR Week, among others.