The Internet Newsletter about Crisis Management 

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

© 2018 Jonathan Bernstein

Are you media-ready?

Volume XIX, Number 4

April 30, 2018    
Just a Thought  

"It's not like the old days. Nowadays negative news is like cancer. Thanks to the 'net, ONE bad, unbalanced story that doesn't include your side of the issue can metastasize in ways and into places you never imagined."
             - Bruce Bonafede
From the Editor 
If you ask most organizations whether they're prepared to deal with the media, they'll give you a quick "Yes". And, while they wouldn't necessarily be wrong, the chances they're as prepared as they need to be are slim. Many have at least one or two spokespeople who have experience delivering your traditional PR interviews about things like product announcements, marketing campaigns, or new company initiatives, and that's a great start.

However, what often comes as a realization while your standard spokesperson is caught like a deer in headlights giving the entirely wrong answers is a reporter covering a "good news" story is a completely different beast from the one you'll see if you wind up at the center of a true crisis.

Crisis interviews call for a different set of skills, and a higher level of performance under stress, than your day-to-day media relations. If you don't have your spokespeople practicing delivering terrible news, learning to bridging from dangerous topics to critical key messages, and ensuring they know how to take control of an interview when faced with a seasoned and aggressive reporter then they simply aren't media-ready.

Erik Bernstein

P.S. Let's connect on LinkedIn! I love networking with readers and am always looking to make new connections.
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, features case studies, advice, and the latest news on techniques, threats, and the latest stories in crisis, PR, and reputation. 

Here, we share a look at a few of the most popular posts from recent weeks:  

April Fools 2018 did not disappoint when it came to marketing mistakes. There were numerous examples to choose from, like the French mayor who thought it would be a great laugh to get the town excited about new jobs that weren't actually coming, but the one featured in When April Fools Marketing Goes Wrong really caught our imaginations.

Fast responses happen because you were ready. Fast recoveries happen because you were ready. Crisis Management Quotables...on Readiness takes a quote from famed journalist Ed Bradley and examines how following its truth can improve your own resiliency against crisis. 

Too often organizations assume they'll be able to maintain operations and manage an ugly situation when the reality is the folks in critical roles are often already stretched too thin. Continuing Operations in a Crisis looks at some telling stats which expose how unprepared many truly are.

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) 
What if you could quickly find out how your stakeholders perceive you during a breaking crisis?

Bernstein Crisis Management now uses online surveys and other tools to get immediate stakeholder perception feedback,  during a breaking crisis, with the option of continuing to monitor perception post-crisis.  

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!

Keeping the Wolves at Bay, the widely used media-training manual published by Jonathan Bernstein, is available for free, as well as other useful publications.

To visit the download page, click here.
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. Spending the last decade hands-on with crisis and reputation management, he has developed proven methods to prevent, prepare for, and reduce damage taken from crisis situations. He's watched first-hand as the internet and social media changed how we communicate, and leverages that experience to the benefit of clients.

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.


In This Issue
Just A Thought
Featured Blogs
Quick Links
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