In this episode of The Heart of Marketing, John Gregory Olson (my esteemed co-host) interviews me about what happens in a crisis. The timing is good for this evergreen content because I present to the Napa Valley Vintners and its members who are partners and owners of wineries. This group, unfortunately, experienced a cybersecurity breach in 2015, and the tips in this episode apply to cybersecurity and beyond.
Whether your business is solo, small, mid-sized, large, or largest, you’ll suffer from some sort of data breach. It may not be your fault; perhaps it’s a third-party vendor’s fault. Regardless, managing a crisis is not about pointing the finger to something in the past, it’s how well you prepare, and manage the message, the timing and control of the message and also how you act to earn back customer loyalty.
Preparation is 9/10 of The Win
Let’s be honest, you can’t win in a crisis. Looking at it another way, though, you can call a win with how well you prepare.
John and I talk about what you can do to prepare for a crisis:
- Your Response Team
- Your Message Map
- Spokesperson Training
- Role Play
- Stay Calm
- Be Accessible
There’s a lot more we talk about including a segue to online reputation management. This is an entirely other discussion, but I give some thoughts around how you can manage your brand reputation online by developing a groundswell of owned media the search engines can crawl.
If you want a copy of the PowerPoint deck I developed for this presentation, please send an email to jayme at soulati dot com.
Show notes and resources
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