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"

© 2016 Jonathan Bernstein

The Presidential Masterclass in PR

Volume XVII, Number 7

July 29, 2016

Just a Thought

"The whole framework of the presidency is getting out of hand. It's come to the point where you almost can't run unless you can cause people to salivate and whip on each other with big sticks. You almost have to be a rock star to get the kind of fever you need to survive in American politics."

- Hunter S. Thompson

From the Editor
A frequent topic in our media training sessions is how to ensure you deliver your desired message, regardless of what questions are asked. The premiere example of this is, of course, the presidential race. If you want a true masterclass in how to stick to your key messages, the presidential race is one to watch.

Facing hordes of reporters, appearing in front of millions via TV, or being ambushed with questions while rushing to and fro; presidential candidates must be able to stay on-message regardless of the circumstances. And, not only must candidates deliver their messages, but they also need to do so in a thought-capturing and compelling way. As Hunter S. Thompson pointed out back in 1972, the entire show is meant to drive people into fervent support of whichever side they prefer, and the idea that one needs a rock-star size persona to rise to the top has only become more true in the decades since.

What's particularly interesting to me is watching the proceedings from a strictly analytical point of view. This year we have a serious clash of styles, with one candidate clearly preferring a blitz-like "any publicity is good publicity" campaign, while the other operates in a more calculating and targeted manner. If one style leads to victory, we're certain to see other public figures emulating it for use in their own battles.

Though many are quick to lambaste whichever candidate they like least (and no, we won't be talking personal preferences in this newsletter!), you must realize that anyone who manages to become a serious contender for president is a master of PR.

- EB

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 frequently updated and 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:

Did you know that the average data breach now costs $4 million per incident? Data Breach Crisis Management: The Costs Are Rising looks at this and other stats that will encourage you to get those preparedness efforts in gear.

Financial Industry Crisis Alert: The Safeguards Rule highlights a SEC/FTC rule that imposes serious monetary penalties for failure to protect customer data on those in certain industries. Is your business included? Click through to find out.

You don't want to leave crisis planning until after you're knee-deep in problems. That's the lesson in Crisis Management Quotables...Because It's Not Always Sunny!

A security robot allegedly trampling a small child...pretty much a nightmare scenario for the manufacturer, right? Crisis Management Analysis: Security Robot Topples Toddler investigates how smooth handling defused this potentially crushing crisis, and what other tech companies can learn from the robot's makers.

Shared with us by our friend Rick Kelly, Guest Post: I'll Have the Filet Mignon, Please digs into the devastating financial situation VW may face in Europe, and the reputation fallout that will occur should it skirt the problem by cheaping out.

While much of crisis management should be customized to the issues at hand, this Crisis Communications Principles Infographic from India-based reputation firm Astrum shares a few principles that apply to just about every situation.

Did you know that there is a Free FEMA Course: Social Media in Emergency Management? While the organization has taken a beating for past mistakes, it's made every effort to strengthen its operations and share the hard learned lessons with the public.

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!

Business Announcements
(aka blatant self-promotion)
New: Survey-Based Vulnerability Audits

A comprehensive vulnerability audit is one of the most effective ways to spot current or potential issues that could lead to damaging crises, and now we've figured out a way to significantly reduce both the time and costs associated with traditional in-person audits!

Our new survey-platform-based comprehensive vulnerability audit is designed around a customized platform which allows us to deliver our audit questions to the right people via online survey. The process is completely confidential, while allowing participants to respond on their own schedule - to include being able to save and return to the survey - and even allowing if/then direction of respondents to certain categories of questions based on their positions/access to different types of information. A demo is available on request.

Are There Any Holes in Your Crisis Planning?

Your organization may well have crisis prevention and response-related plans in place - but are you sure they're going to cover all the bases? Bernstein Crisis Management's Crisis Document Audit is a low-cost, flat-rate service which will quickly provide you with a comprehensive analysis of your existing plans and recommendations for improvement.
Contact jonathan@bernsteincrisismanagement.com for more information.

We're Giving Away Keeping the Wolves at Bay and other crisis publications!

Several new items have been added to our FREE crisis management library, including Keeping the Wolves at Bay, the widely used media-training manual published by Jonathan Bernstein.

To visit the download page, click here.

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.
Social Media Crisis Training

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

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:

Erik Bernstein is vice president of Bernstein Crisis Management, and editor of this newsletter. Working in crisis management since 2009, Erik has watched the internet and social media change the field. Today, he brings that experience to bear assisting clients to protect and grow their reputations using tactics based on real-world knowledge and experience.

Write to Erik at:

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.

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Just A Thought
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