Ono the Ostrich CRISIS MANAGER
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"

2015 Jonathan Bernstein

Keeping the Wolves at Bay Now Free!

Volume XVI, Number 16

September 16, 2015

Just a Thought
"The history of PR is... a history of a battle for what is reality and how people will see and understand reality."

- Stuart Ewen

From the Editor

Keeping the Wolves at Bay Media Training Manual Now Free to All

Editorial by Jonathan Bernstein, Publisher, Crisis Manager

You can now download the PDF version of Keeping the Wolves at Bay: Media Training for no charge. That's right, I'm giving it away. For as long as people want it. The hard copy version will no longer be sold.
To the many buyers of my publication - thank you. This is simply the latest extension of my ongoing willingness to share knowledge of the crisis management field, a topic that I've been privileged to help develop for over 30 years. I am particularly hopeful that professors of public relations will make it available as a textbook to their students.
Although the current version - the third update - was published in 2010, its advice has stood the test of time and includes discussion of how social media communications interacts with traditional media relations. The mindset and the tactics needed to optimize the results of exchanges with the media remain valid. I have long made it "required" reading for those I media train, and see far better results from those who actually spent some time with the book before their training sessions.
My peers and clients have had kind words for the manual. Bruce Blythe of Crisis Management International said, "Uniquely, 'Wolves' provides content that can be easily read as a general overview, or studied in depth as a true crisis preparedness guide." Joan Stewart, "The Publicity Hound," said, "It isn't a substitute for media training, but it will give you the tools and confidence to go head to head - and possibly even defang - rabid reporters, blood-thirsty bloggers and social networking buffoons who are out to besmirch your good name." And my client, Craig Newmark, founder of craigslist and craigconnects, said that the book's advice "helped me get the real stuff out there, and helped keep me out of trouble!"
If you submit your name and email address here, you'll receive an auto-reply with the download link. This will NOT get you added to any mailing list, although the auto-reply will ask you if you'd like to be added to our newsletter list. If you do, great. If you don't want to be on no stinkin' newsletter list, no problem. Download the manual. Enjoy it. Share it as much as you want. Just don't change anything in it and I'm cool with its unlimited use.
Best to all,

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 jonathan@bernsteincrisismanagement.com.


The Bernstein Crisis Management blog, along with our blog at the Free Management Library are a couple of the most frequently updated blogs out there, 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:

While not many felt bad for the outed cheaters, in Ashley Madison Hack: Many in Sensitive Positions Open to Extortion we examine the very real risks created as a result of hackers' revelations.

If the image you're putting out doesn't match up with the reality of your actions, Jonathan Bernstein has one thing to say to you, "Welcome to the Age of Karma".

Part of our ongoing series covering crisis and reputation management leading up to the Olympic Games, Rio Olympics - Bold Words, but Where's the Action? questions whether there will be actual followup now to public commitments made by the organizing committee.

Looking to Improve Your Media Interview Skills? You should be. Let this handy infographic lead you down the path to developing the skills you need to handle the media today.

A reminder that simply doing "something" isn't always the way to resolve a bad situation, Chrysler Taking Flak for Crisis Management Methodology looks at the negative implications of the automaker's handling of a security flaw in its onboard systems.

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!

Apropos of Nothing

Make Some Easy Money

Bernstein Crisis Management pays VERY generous referral commissions, a nice chunk of the first year's business from any referred client. If you have someone you think we can help, direct them to jonathan@bernsteincrisismanagement.com and let us know you sent them our way.

Avoid The Apology
AT&T drawing the ire of the theatre community after tweeting an image encouraging playgoers to watch football on their phones mid-show;

UCLA Medical Center having to explain to as many as 4.5 million patients why they didn't bother to encrypt personal information;

Clueless advertising folks at Anheuser-Busch eliciting widespread anger with a Bud Lite commercial featuring the tagline "The perfect beer for removing 'no' from your vocabulary for the night";or,

Starbucks kicking off - and then aborting - its ill-considered "Race Together" campaign;

So many of the damaging crises we see making headlines and creating costs every day could have been prevented if someone first asked, "What the (expletive deleted) could go wrong with this idea?" That's the premise behind Bernstein Crisis Management's AvoidTheApology.com.

To learn more, email

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

Business Announcements
(aka blatant self-promotion)
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.

Thank you to Greg and Steven for bringing your incredible talents to our team, and we can't wait to get down to business!

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 training sessions by Jonathan, via webcam. That candidate is now the CFO of a $23 billion company and is available as a confidential reference.

Jonathan Bernstein is available to provide the same training to others, write jonathan@bernsteincrisismanagement.com
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.

For an overview of our services, estimates, or more information, contact erik@bernsteincrisismanagement.com

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.

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

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

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.

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: jonathan@bernsteincrisismanagement.com.

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: erik@bernsteincrisismanagement.com.

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.

In This Issue
Just A Thought
Apropos of Nothing
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Bernstein Crisis Management, Inc. | 700 S. Myrtle Ave, #404 | Monrovia | CA | 91016