3
THE TEN (CRISIS) COMMANDMENTS
NO TWO CRISES ARE THE SAME. Even if the transgression, accident, or mishap is similar to others, there are always variants, such as the context in which the crisis is occurring, the players who are at its center, or the stakeholders who are impacted the most.
What’s the brand’s reputation capital at the outset of the crisis? Has it been involved in previous controversies, or is its record squeaky clean? Is it genuinely philanthropic or perceived as merely self-serving? What do employees, past and present, say about working there? While a particular response might prove effective for one organization during a crisis, the same response might fail spectacularly if rolled out in a scenario in which the variables differ ...
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