The Internet Newsletter about Crisis Management 
 Editor: Erik Bernstein 
 Publisher: Jonathan Bernstein

"For Those Who Are Crisis Managers,
Whether They Want to be or Not"

2013 Jonathan Bernstein

How to Reach Millennials During a Crisis   

Volume XIV, Number 11

June 14, 2013    


It's not as bad as you think it is, or as good as you think it will be, if "they" just listen to your advice.


                                  -- Jonathan Bernstein            




The debate over the fall of traditional journalism may be ongoing, but as far as Millennials are concerned, it's a no-brainer. Just look at this infographic, put together by the youth research specialists at YPulse. 

As if this wasn't supremely obvious to anyone with teens in the house, or one look at the morning routine of a young adult, Millennials aren't getting their news from TV, radio, or newspapers. They're online, either reading the headlines from their favorite sites or checking trending social media topics and sharing hot info with friends and even work colleagues. In other words, they aren't ignoring you, but if you're not meeting them in the places the use the most, they aren't hearing you at all.
Reality is, as far as this generation is concerned, the days of coffee and a newspaper are gone, replaced by checking the headlines on Google news and responding to 15 tweets or Instagram comments before you're out of bed, then powering down a Red Bull on the way to work, school, wherever.

What does this mean to you?

This could very well be the audience you must address in your next crisis management campaign, and you're not going to reach them with a bunch of stuffy press releases or full-page newspaper ads, no matter how much you spend.

When dealing with this impressively influential generation, change tactics accordingly. Find new ways to reach out, put creative methods to work sparking interest on social media, and don't forget the power of word of mouth (or, perhaps more likely, word of text message) holds to build loyalty and trust.
If you like what you see in this ezine, please pass it on to others by using the "Forward Email" link at the bottom of the ezine and tell them to subscribe! 

(Note: If you just "Forward" using your own email program's "Forward" function and your recipient thinks they're being spammed, they can click on the Opt Out link and opt YOU off the list. So use the "Forward Email" link, please.) 

Thank you, and read on.


          - Ed.
By Erik Bernstein
In this section, we share a rundown of recent posts from the Bernstein Crisis Management blog and the Management Library Crisis Management blog.

When controversial ex-MLB player and steroid poster boy Jose Canseco discovered he was under investigation in a rape case, he took to Twitter in a very aggressive manner. In our opinion, Canseco Strikes Out with this Oddball Crisis Management.

NASA's Explosive Asteroid Crisis Management Plan is straight out of a summer blockbuster, including high-tech spacecraft and major explosives.

Roy Hibbert, starting center for the NBA's Indiana Pacers, thought he was making a joke when he followed an interview answer with, "no homo," but quickly learned the damage that careless statements can do. Pacer Player's $75k Homophobic Remark looks at the repercussions, and discusses ways to reduce the risk of crises related to use of unacceptable language.

AussieMite's Social Media Crisis Management #Fail wasn't the fact that it created a commercial sure to royally tick off Catholics (although that was certainly inviting trouble!), but the way its staff managed the Twitter fallout afterward.

Penned a few days after our initial post, AussieMite's Social Media Crisis Management Revisited shows a company whose entire attitude has shifted from hyper-defensive to apologetic, yet hopeful for the future. A painful lesson to be sure, but a valuable one for the growing Aussie company.

Our colleague Chris Syme shared an excellent breakdown of the groups you'll encounter in social media crisis management, which led us to a discussion of why knowing your audience is so important. Check out Social Media: Who Are You Dealing With?

In a perfect example of how thoughtless legal action can create PR woes, Nutella Nearly Blows Free PR with Legal Nonsense explains what happened when the company's lawyers went after the woman behind "World Nutella Day."

When choosing who to represent their brand, many organizations fail to consider the Reputation Risks of Celebrity Spokespeople. Sure they work well as long as they stay clean, but it just takes one look at the gossip mags in the grocery checkout to see that's a rarity.

In yet another example of government agencies hopping on board the communication train, FDA Simplifies Crisis Management talks about two new web-based crisis management tools from our very own Food and Drug Administration.

These days, you have to be on social media, but before you get started there are some things you need to know. This list of Social Media Crisis Management Musts will help you start off on the right foot.

Erik Bernstein is a freelance writer, editor of Crisis Manager, Social Media Manager for Bernstein Crisis Management, and self-pronounced one-man-band at Bernstein Social Media.

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, Bernstein Crisis Management's Social Media Manager, now offers social media training sessions in person or via Skype for groups and individuals.  


For questions or pricing info, please email erik@bernsteincrisismanagement.com 


We Are Giving Away Business!!


Did that get your attention?  


Bernstein Crisis Management has been blessed for some time with more work than I can handle on my own, so the expert contractors in my Crisis Management Database have been getting more and more referrals lately and/or brought in as my subcontractors.   


That's the virtual business model I've had since 1994, and today that model is widely accepted and appreciated by our clients.   


So, if you have a crisis management-related business and would like to be considered for my Database, please write to me!  - Jonathan 


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.  


Most recently we spoke at Toronto's Humber College, where we had some excellent conversation on a wide range of crisis-related subjects. 


The lectures are fun for both 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 and we can appear in your classroom in real-time.   


Contact us for more info!


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


(aka blatant self-promotion) 


Expanded Crisis Manager Bookstore 


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. 

Visit the new Crisis Manager Bookstore to see all of the  material available now!



Keeping the Wolves at Bay: Media Training 


Book Cover JPG

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 the hard copy and $10 for the PDF.


Head to the Crisis Manager Bookstore for more information and/or to purchase.





Manager's Guide to Crisis Management



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 (McGraw-Hill, 2011) will put you in control of any situation. 






Want Someone to Set Up and Turn-Key Your Social Media Activity for You?


Missing out on all the promotional, SEO and reputation management advantages of being active on social media platforms? Hire someone to be your voice...like Erik Bernstein, editor of Crisis Manager.  He's the one largely responsible for keeping the Bernstein Crisis Management website and social media accounts highly ranked and popular. 



More info:erik@bernsteincrisismanagement.com.



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.



JB NewErik Bernstein

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 editor of Crisis Manager and is also Social Media Manager for Bernstein Crisis Management, Inc.

Write to Erik at: erik@bernsteincrisismanagement.com.



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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Just A Thought
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