preemptive communication strategy and training
That old saying, "an ounce of prevention is worth a pound of cure" is certainly apropos when it comes to crisis management.
A preemptive communication plan is an essential component of doing business for all celebrities, professionals, and corporate executives, but especially important in industries already tainted with negative public perceptions. Controversial personalities, politicians, and entertainers as well as brands in the volatile reputation spaces (politics, pharmaceuticals, property development, energy, green industries, guns, chemicals, etc.) are in need of “ever green,” adaptive crisis management plans.
Having a well thought out crisis management plan, prepared and ready to engage at a moments notice, can be the difference between a little paper-cut and a brand destroying hemorrhage. Professionals and executives who are trained to be comfortable on-camera when being interviewed by the press can aid a company in appearing more compassionate and proactive in the face of a crisis. And of course, training customer service staff in appropriate, online interaction is essential in an era where people bait, attack, and then post the interaction as revenge reviews. Sometimes the goal is to extort money, other times, simply to exert power and control over a company's reputation.
Merrell Strategy provides preemptive communication strategy and training for businesses large and small and for personalities likely to attract negative attention. We specialize in maintaining and/or regaining control over your reputation and brand.
celebrities and personalities
Today celebrities and personalities can achieve incredible levels of fame and the wealth and accolades that accompany success. But being a great singer, actor, sports figure, artist, religious leader, politician, or influencer doesn’t insulate you from an increasingly toxic and far reaching dark side. In fact, even minor celebrities or local personalities have to contend with extortion, social media harassment and defamation, an increasingly aggressive media, stalking, and canceling.
professionals and executives
Professionals and executives are always potential targets by competitors, disgruntled former (or current) employees, vengeful exes or family members, angry customers, activists, the mentally unstable, and even complete strangers who view creating a crisis as a sport. But it isn’t merely a matter of maintaining a “spotless” professional persona. The personal lives, relationships, associations, finances, and beliefs of the target and their immediate family members (even children), as well as social media posts and photos, leaked emails and letters, and completely fabricated content, can be used to defame and destroy a professional, or executive and the brand they represent.
corporate brands
Corporate brands are particularly susceptible. In addition to maintaining control over finances, quality of products or services, employees, market share, and most importantly, image and reputation, the internet has created an instantly connected world, where a vindictive ex-partner, disgruntled former employee, jealous co-worker, unethical competitor, or random nut can use the internet to exert incredible control.
In fact, today, a mere accusation of impropriety, even decades old impropriety, can derail a career and destroy a brand.
But it isn’t simply a matter of your business attracting a nut or past bad deeds coming back to haunt you. A little social media slip, poorly thought out media response, marketing misstep, or product recall can destroy all of your hard work in a matter of seconds.
At Merrell Strategy, we use a proprietary analytical method to determine the risks associated with all potential courses of action and create a response strategy that protects, supports, and moves clients through the crisis and prepares them for reentry on the other side.
preemptive crisis strategy
evaluation and strategy -
scenario evaluation
strategy & implementation
weak-point evaluation & shoring
preemptive strategy
key figure and staff evaluation -
background evaluations
neutralizing historic issues
backstory creation and perfection
hiring procedures for crisis management
monitor and response –
threat monitoring
response protocol
political or social issue response
good karma banks
crisis response training –
executive media training
on-camera interview training
paparazzi interaction training
staff & customer response training