Just a Thought
"Social marketers should always step back and critically ask, 'Is my brand entitled to an opinion on this? Am I relevant in this conversation?' and be honest with their answers."
- Tom Kearney
From the Editor
Although this issue's "Just a Thought" comes to us from down under (courtesy of our friend and colleague Tony Jaques), the lesson is one all organizations should be aware of. The article, written by Isobar's Tom Kearney, examines one brand's decision to jump in on the conversation surrounding murdered Australian schoolteacher Stephanie Scott, or more accurately, why it should have stayed out of said conversation.
You can catch all the details over at mUmBRELLA's site
, so let's look at the bigger picture here. Yes, commenting on current events, and especially using popular hashtags, is an easy way to grab eyes. However, it's also an easy way to land yourself in hot water.
As Kearney eloquently explained, your organization is not entitled to an opinion on everything, and you are not relevant to all conversations. The next time you spot an opportunity to hitch yourself to a bandwagon that goes rolling by, take a second to ask yourself if you belong. If there's even a bit of doubt, let it pass.
|Worth Reading Again
by Jonathan Bernstein
|Categorically, individuals and organizations have been making the same types of mistakes, the kind which lead to crises, for all of human history. The principles of effective crisis prevention and response are universal, even if the tactical applications of those principles must be adapted to each situation, culture, language, etc.
With that in mind, I am going to periodically call your attention to articles I've written or featured in the past that are probably worth reading again - or for the first time - starting with "How Much Pain Does It Take?", written about a decade ago, still true today.
Interested in reprinting BCM articles or blog posts?
|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 email@example.com.
Do you have a topic you'd like to see featured in our blogs? Send an email to firstname.lastname@example.org and there's a good chance you'll be seeing it right here in the next issue!
|Apropos of Nothing
ATTENTION ANYONE FORMALLY ASSOCIATED WITH COLLEGES AND UNIVERSITIES IN THE WESTERN U.S.
I enjoyed my recent participation in the University of Oregon's "Guest Executive" program so much that I would love to do more of the same at other schools that aren't TOO far a trip from my Los Angeles-area base. Over a two-day period, UO had me guest lecture/teach at four PR-related classes and make an "open to the public" speech. They covered all travel costs and a modest honorarium.
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.
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)
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 trianing 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.
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
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.
Head to the Crisis Manager Bookstore for more information and/or to purchase.
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.
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.
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: email@example.com
Erik Bernstein is editor of Crisis Manager and Social Media Manager for Bernstein Crisis Management, Inc.
Write to Erik at: firstname.lastname@example.org
Bernstein Crisis Management, Inc. is located at 700 S. Myrtle Ave., #404, Monrovia, CA 91016. Telephone: (626) 825-3838.
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.