Thanks to PR pro Tom Figel, managing partner at Lake Effect Communications, who provided good coaching for leaders on this podcast.
Tom describes three kinds of crises that can hit any public or private company, big or small:
(1) outside disasters, like the BP oil spill;
(2) internal errors within an organization, where they have no intent to change; and
(3) internal errors that are acknowledged, where change is intended and executed.
I was prompted to interview Tom after reading a great article from the New York Times called “In Case of Emergency What Not to Do” on August 22, 2010. NYT cited the YouGov BrandIndex, which measures six components of brand health:
Is your general impression of the brand positive or negative?
Does the brand represent good quality or poor?
Does the brand represent a good value for the money, or a poor one?
Would you be proud to work for this brand, or embarrassed?
Are you a satisfied customer of this brand, or dissatisfied?
Would you recommend this brand to a friend?
All reasons for entrepreneurs to be prepared BEFORE a crisis hits.