Latest / Financial Survival Network / Effective Crisis Plans for Reputation Management - Ryan McCormack #6182

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Effective Crisis Plans for Reputation Management - Ryan McCormack #6182 · Financial Survival Network

0:00
Speaker 1: So an emotional reaction from you is what they're seeking.
0:04
Speaker 1: They are seeking to harm you, They are seeking to
0:07
Speaker 1: throw you off in a balance. And a lot of
0:10
Speaker 1: times in these tense situations where prices communications happen, people
0:14
Speaker 1: want to have they think emotionally. Logic really takes a
0:18
Speaker 1: backseat and the peedburg price it's just more emotional and
0:21
Speaker 1: that at that point, it's when you're about to really
0:24
Speaker 1: pain your emotions and think logically. And logically is speaking
0:27
Speaker 1: a little speaking the las.
0:29
Speaker 2: You're listening to Carrie Let's Financial Survival Network where you
0:33
Speaker 2: get valuable information. You just can't find anywhere else to
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Speaker 2: thrive in today's trying times. You need the Financial Survival
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0:56
Speaker 3: And welcome you are listening to and watching the Financial
1:00
Speaker 3: Survival Network. I'm your host, Carrie Lutz. Well, a lot
1:03
Speaker 3: of people need to do a lot of damage control
1:07
Speaker 3: today after the results the outcome of the election. A
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Speaker 3: lot of reputations have been damaged. A lot of people
1:15
Speaker 3: who you once looked up to. Maybe you aren't doing
1:18
Speaker 3: it so much. Well, You know what, if you own
1:21
Speaker 3: a company, you can have the same kind of issues
1:24
Speaker 3: strike you. False rumors, false allegations, stories that come out
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Speaker 3: of nowhere and just wind up on the Internet and
1:32
Speaker 3: get taken as fact.
1:33
Speaker 4: And in that.
1:34
Speaker 3: Case, you're probably going to want to call in somebody
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Speaker 3: like Ryan McCormick. Ryan your media relations specialist, co founder
1:43
Speaker 3: of Goldman McCormick. Answering these kind of things, handling these situations,
1:49
Speaker 3: crisis management. That's kind of in your blood, isn't it.
1:52
Speaker 1: Yes, it is in my blood and carry It's a
1:54
Speaker 1: great honor to be with you. I really do love
1:57
Speaker 1: yourschell and I have been listening to you for a
1:59
Speaker 1: number of years. So it is a honor to be
2:02
Speaker 1: with you.
2:02
Speaker 3: To then, well, thank you for that, appreciated, And so
2:07
Speaker 3: tell us how did these things happen? Like we know
2:11
Speaker 3: from certain political leaders, there's a thing called a wrap
2:15
Speaker 3: up smear where they leak a rumor and then they
2:18
Speaker 3: get the media to ask them about the rumor, and
2:22
Speaker 3: then they quote the source of the rumor on social
2:27
Speaker 3: media wherever it came from. It's so easy to ruin
2:29
Speaker 3: somebody's reputation, to ruin your reputation with social media and
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Speaker 3: rezillions of outlets to spew your garbage.
2:39
Speaker 1: Absolutely, that's why crisis communication is so important. It's always
2:44
Speaker 1: strong for every company to have a crisis communications plan
2:48
Speaker 1: in place, because when a rumor starts, the longer it
2:54
Speaker 1: goes uncontested and not refuted, the more damage is going
2:59
Speaker 1: to do, especially if it is a allegation that is
3:05
Speaker 1: emotionally provoketed. If you have a high level individual within
3:10
Speaker 1: your company that has been accused of misconduct and that
3:14
Speaker 1: misconduct particularly focuses on sexual assault or any allegations of racism,
3:20
Speaker 1: and that does not go challenge, that could be detrimental.
3:26
Speaker 1: Reputations can be ruined really quickly unless you have a
3:31
Speaker 1: strong response and carry One thing I always recommend to
3:35
Speaker 1: people is on top of responding right away, you want
3:40
Speaker 1: to make sure that you have your legal team on
3:44
Speaker 1: are with you because usually utilizing it of turning, it's
3:48
Speaker 1: something that could really bring a lot more credibility to
3:52
Speaker 1: be reshooting those ruwords. That also make those individuals who
3:57
Speaker 1: have sort of those rumors, you know, okay, consequences there
4:00
Speaker 1: consequences reliable. So it's very important, I guess for all
4:05
Speaker 1: companies to have a legal team. But to have a
4:07
Speaker 1: crisis communications bid and place, because an false rumor could
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Speaker 1: cause thousands of people to leave your company to leave
4:14
Speaker 1: negative reviews. You can get parted with degatve reviews at Google,
4:18
Speaker 1: and then you can also have your company start drop.
4:21
Speaker 1: So misinformation is a pretty important thing to be aware,
4:26
Speaker 1: and I recommend all companies be very vigulal.
4:29
Speaker 4: I couldn't agree with you more. I've seen it before.
4:32
Speaker 3: They give us an example of some instances where you
4:37
Speaker 3: had this type of thing happen and how you responded.
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Speaker 1: Well, one of my preggoest clients was a professional athlete
4:46
Speaker 1: and there were allegations that he died, he had assaulted
4:49
Speaker 1: and some an individual. The allegations were completely false, but
4:53
Speaker 1: the allegations themselves got this individual band from various competitive
4:58
Speaker 1: agencies and his reputation was under attack. So by refuting it,
5:05
Speaker 1: by coming out, by issuing statements, by also utilizing an attorney,
5:09
Speaker 1: we were able to turn things around. Now, the allegation
5:12
Speaker 1: itself will probably some people will lit from being great
5:16
Speaker 1: in people's minds that the other had always assumed. They've
5:18
Speaker 1: only been doing their own research. And that's actually something
5:21
Speaker 1: that's really proud of our society is that people hear
5:23
Speaker 1: something they don't research. Is all.
5:24
Speaker 4: Most of the stuff that people.
5:26
Speaker 1: Get they just they hear from rumors and they don't
5:29
Speaker 1: do their own times the research because whatever we're living
5:31
Speaker 1: in overiy fractice society. But that was one instance where
5:35
Speaker 1: we came right through and we were able to try
5:39
Speaker 1: things around. Another individual, his name was Nick Hillary. He
5:43
Speaker 1: was a father of five wrongly accused of murder. HBO
5:47
Speaker 1: did a two part series about and Ault who killed
5:50
Speaker 1: Garrett Phillips, and this accusation that it killed this boy
5:55
Speaker 1: had caused such a major risk in the town and
5:59
Speaker 1: it was there are a lot of false rumors that
6:00
Speaker 1: were out there and it was just absolutely horrible. It
6:03
Speaker 1: was finally exonerated. But you know, without without counterbalancing, without
6:09
Speaker 1: standing up and speaking out to false rumors, the people
6:14
Speaker 1: make a terrible mistake that forever burns your reputation.
6:17
Speaker 4: And I don't care.
6:18
Speaker 1: There's some people that talk about all pr A lot
6:21
Speaker 1: of it is spin you want to change, but I
6:23
Speaker 1: don't believe that at all. I think you should be truthful,
6:27
Speaker 1: you should let the truth come out. But in your response,
6:30
Speaker 1: don't get over emotional or don't let emotion cloud your response.
6:35
Speaker 1: Your response should be very direct, precise, and minimal, because
6:39
Speaker 1: everything you say at a crisis can be used against
6:43
Speaker 1: you the same way if you're over by a police officer,
6:46
Speaker 1: anything you say, it can be used against you. Anything
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Speaker 1: you say to this crisis can be utilized not only
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Speaker 1: by the people who are perpetuating the rumor, by the media,
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Speaker 1: but by also a legal team on the other side.
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Speaker 1: So you want to be very particular with your response.
7:01
Speaker 1: Is keeping directly short?
7:02
Speaker 3: You know, that reminds me of the John Benet Ramsey
7:05
Speaker 3: case where they didn't have damage control in place. The
7:10
Speaker 3: kid goes missing to winds up found dead in Colorado Springs.
7:16
Speaker 3: The police do a botched job and they just accused
7:19
Speaker 3: the parents, and they overlook all the evidence that pointed
7:23
Speaker 3: to a third party. And these people were ruined for
7:27
Speaker 3: years and they never got to the bottom of the crime.
7:30
Speaker 3: They never found the killer, the real killer, and these
7:33
Speaker 3: people were ruined for you know, the woman, the mother
7:37
Speaker 3: went to her grave being suspected as a child murderer.
7:41
Speaker 3: Imagine if they had your representation, how things might have
7:45
Speaker 3: turned out.
7:45
Speaker 1: Well, we would have gone after and done daily press
7:48
Speaker 1: conferences andould they put things out.
7:51
Speaker 4: It's through a taro.
7:51
Speaker 1: Lene. Also think about Richard Jewel and yes, these could
7:55
Speaker 1: about nineteen eighty six is all. I mean, everyone assumed
7:57
Speaker 1: that he was a killer and it was horrible. It's
8:01
Speaker 1: really weird in our culture. Carryer is that people just
8:05
Speaker 1: get so infatuated with the emotional response that they're just
8:10
Speaker 1: it's kind of like an addiction. You always hear how
8:13
Speaker 1: smart owes are changing our brains that they give us
8:15
Speaker 1: a complete dopamine response to dopamine. And it gets this
8:20
Speaker 1: sense that people get a dopamine hit out of responding
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Speaker 1: emotionally to stimuli, and if you seek the truth, you
8:30
Speaker 1: don't get the same you know, dopamine. It seems that
8:34
Speaker 1: it's people are hardwired or seek pleasure out of emotional
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Speaker 1: reacting certain things. So it's it's a strange period of time,
8:42
Speaker 1: but it would be wonderful if we were slowly cultures
8:46
Speaker 1: a little slow down and people took the time to
8:48
Speaker 1: research and to actually doute the due diligence.
8:50
Speaker 4: What the truth is a lot of cases, yeah, exactly.
8:53
Speaker 3: And you know, even though nobody believes the media anymore,
8:59
Speaker 3: still oh when they say something unless it's refuted, Uh,
9:05
Speaker 3: you're guilty until proven innocent, aren't you absolutely?
9:09
Speaker 1: And even if you're found innocent, you want something is out.
9:14
Speaker 1: What's your accusations mean? You're never gonna be able to
9:16
Speaker 1: come back from that. I mean you could take some
9:18
Speaker 1: periods of time. One thing it's actually really beneficial about
9:21
Speaker 1: our culture carry is that we live in a normally
9:24
Speaker 1: distracted society where if something really negative happens, most likely
9:30
Speaker 1: something else.
9:31
Speaker 4: Will have that will count balance that.
9:33
Speaker 1: There will always be periods of the hut where another
9:36
Speaker 1: story will come out to superceed whatever controversy you're in,
9:40
Speaker 1: And I.
9:40
Speaker 4: Consider it to be a very positive thing.
9:42
Speaker 1: It's if you are having a crisis and it's slow
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Speaker 1: newswek or slow knows slow news month, that's when it
9:49
Speaker 1: gets really.
9:50
Speaker 3: Yeah, god forbid, Yeah, scary, really scary. So but one
9:56
Speaker 3: of the things is how do you prevent something like
9:59
Speaker 3: this happen? One thing, to respond to it, But what
10:03
Speaker 3: are the signs that you're being set up for this?
10:05
Speaker 3: Signs that you being set up? It's very hard to tell.
10:10
Speaker 3: But if you have just rentled employees.
10:13
Speaker 1: If you have people that have you follow your gut
10:18
Speaker 1: with this too, you can contemate a best feeling as
10:21
Speaker 1: to a sue who may be plotting against you. It's
10:26
Speaker 1: kind of hard because you may you may see a
10:29
Speaker 1: rumor that's get started on social media and that rear
10:31
Speaker 1: starts and you see anonymous accounts perpetuated in Sami's information
10:35
Speaker 1: back of communication. That's something far worse. One thing I
10:39
Speaker 1: would try to do is I always try to treat
10:41
Speaker 1: everyone with respect and try to get try to give
10:44
Speaker 1: people's mitigrations start too not to have any relationship. I
10:48
Speaker 1: think if you're really good to treat your employees as
10:50
Speaker 1: well and treat around everyone around you good, you've minimize
10:53
Speaker 1: your chances. You can't are bet something like this one
10:57
Speaker 1: hundred percent, But if you do have a crisis communications plan,
11:00
Speaker 1: eat waste in a protocol and something like this happens,
11:03
Speaker 1: you minimize the damage and also can't stay this enough said,
11:07
Speaker 1: or have a legal team that's completely engaged with something
11:11
Speaker 1: like this because it's a roomor gets excited and you
11:15
Speaker 1: and your company find yourself at a rate tough situation,
11:17
Speaker 1: utilizing a strong journey to help your pound your efforts
11:22
Speaker 1: very effective and not only making things go away, but
11:25
Speaker 1: also getting the restitution for the instigator of something like that.
11:30
Speaker 3: Yeah, like how do you go after somebody who's really
11:33
Speaker 3: slandered you, defamed you, and really injured your business. A
11:37
Speaker 3: lot of times they aren't well healed people right with
11:41
Speaker 3: lots of assets.
11:43
Speaker 1: And that's something that I'm trying you, we're really focusing on.
11:46
Speaker 1: But I would not give somebody who's attacking you give
11:51
Speaker 1: them more fuel. So an emotional reaction from you is
11:56
Speaker 1: what they're seeking. They are seeking to harm you, They
11:59
Speaker 1: are seeking to to throw you off in a balance.
12:01
Speaker 1: And a lot of times in these tense situations for prices,
12:05
Speaker 1: communications happen people want to have they think emotionally, logic
12:10
Speaker 1: really takes a backseat and the peedburg price it's it's
12:13
Speaker 1: more emotional and that at that point, it's when you're
12:15
Speaker 1: back to you know, really pain your emotions and think
12:18
Speaker 1: logically and logically is speaking little, speaking less and only
12:23
Speaker 1: off bring you a response te and counterbalance. Butever can
12:25
Speaker 1: be out there in terms of what you can discuss
12:28
Speaker 1: with your lawyer. So emotional responses that highly do not
12:32
Speaker 1: recommend that somebody out there is doing the avie. I
12:35
Speaker 1: would say make sure you have a little legal team
12:37
Speaker 1: out there, because usually with a strong attorney and they
12:40
Speaker 1: can do things to either stop the pression from doing
12:44
Speaker 1: it or you can actually you see restitution, especially if
12:47
Speaker 1: they've defained you, if they've sustained your company.
12:49
Speaker 3: H So, you know, even something is basic as like
12:54
Speaker 3: Google reviews or Yelp reviews, they really kind of open
12:59
Speaker 3: themselves up for this type of thing. Like, Hey, I
13:02
Speaker 3: was at this restaurant, great restaurant, eating there so many times,
13:07
Speaker 3: and I found a cockroach in my food. Right, Uh,
13:12
Speaker 3: that could start start a whole pileon thing, especially if
13:15
Speaker 3: it's orchestrated and you get five different reviews saying yeah
13:18
Speaker 3: it was in the bathroom, the place is a filthy pit,
13:22
Speaker 3: and it goes on and on. And you know, businesses
13:26
Speaker 3: in the public eye are really susceptible to this type
13:30
Speaker 3: of malicious attack, aren't they.
13:32
Speaker 4: Yeah, they really are.
13:33
Speaker 1: And it's really sadden when it comes to Google reviews.
13:38
Speaker 1: Sometimes people are allowed to write us anonymously and it's
13:43
Speaker 1: it's it's pretty bad. So, I mean, what a situation
13:46
Speaker 1: had that happened. Some people may want to just remove
13:50
Speaker 1: the Google business. They mean, why would take it off
13:52
Speaker 1: Google in general? And they can put in other places
13:55
Speaker 1: they Yelp and put out other pop one what something
13:58
Speaker 1: that happens, especially being around us running, and it's it's
14:00
Speaker 1: kind of harder to counterbalance that. If you do find
14:03
Speaker 1: yourself in that situation, you can also ask all of
14:07
Speaker 1: your customers that you really respect and had a.
14:10
Speaker 4: Great time with you to write live star reviews.
14:13
Speaker 1: Matter of fact to that, if you're in a business
14:15
Speaker 1: and you're keeping your customers very happy, ask for those
14:18
Speaker 1: five star reviews and a consistent basis. My understanding is
14:21
Speaker 1: that for every negative review, that needs to be ten
14:24
Speaker 1: positive reviews to get out of balance a negative review.
14:27
Speaker 1: And a lot of people look for negative reviews first.
14:29
Speaker 1: I mean when I looked at buy appoint, Okay, the
14:31
Speaker 1: person I do is I look for the negative reviews
14:33
Speaker 1: I have seen, the most recent, most reviews. I want
14:35
Speaker 1: to find out why somebody didn't have a your experience
14:38
Speaker 1: so all wrong?
14:39
Speaker 3: Too on that's the first thing you're going to do, right, yeah,
14:43
Speaker 3: is do that? So yeah, it's kind of scary that
14:50
Speaker 3: all this is, this is happening, but there is hope.
14:55
Speaker 3: You know, like doctors' offices, you know, you might get
14:59
Speaker 3: a recommendation for a specialist, but at your body you're
15:02
Speaker 3: dealing with and the first thing you're going to do
15:04
Speaker 3: is look at the reviews and you have to take
15:07
Speaker 3: them with a grain also because people are often they
15:11
Speaker 3: going to the doctor emotionally charged. They're looking for a
15:14
Speaker 3: certain answer and the doctor doesn't give it to them,
15:19
Speaker 3: and then they're dissatisfied. Right, So I mean reputation management
15:23
Speaker 3: is kind of what we're talking about here, and somehow
15:27
Speaker 3: you've got to try to get out ahead at this,
15:29
Speaker 3: don't you.
15:30
Speaker 4: You have to do it.
15:30
Speaker 1: And also when you have those negative reviews, and it's
15:33
Speaker 1: very good to respond in a very professional, warm manner.
15:36
Speaker 1: So even a trip advisor is another one where I
15:40
Speaker 1: think it's great when you see hotels especially that have
15:44
Speaker 1: get negative reviews and that the general manager will respond
15:47
Speaker 1: and address each quarterly. Because even if person invest seeing
15:50
Speaker 1: aging review, if they know that the establishment of the
15:54
Speaker 1: company really does care and they're taking the time to
15:58
Speaker 1: respond to the lay reviews we talk abou fashion, I
16:01
Speaker 1: think it's a very positive reflection. But it gives you know,
16:05
Speaker 1: the person in radia that your review may see there
16:07
Speaker 1: the responsing and give the hotel or whatever. This is
16:10
Speaker 1: the benefit of the doubt. So it's it's constant engagement,
16:14
Speaker 1: constant vigilant, whether it be Google reviews. Also protecting your
16:18
Speaker 1: your profession and your business online on social media. So
16:22
Speaker 1: one of the quickest ways we learn how a crisis
16:25
Speaker 1: emerges is if it's getting retweeted, if you're seeing it,
16:28
Speaker 1: you know, kind of being shared on social media.
16:29
Speaker 4: That's one of the biggest ways.
16:31
Speaker 1: So if you find yourself at crisis and you need
16:34
Speaker 1: people are spending ruwars, but then the rumors is not
16:36
Speaker 1: getting retweeted and it's kind of a waning interest in it,
16:39
Speaker 1: and it's a good sign. But if you're seeing negative
16:42
Speaker 1: ruars about your company and then they're getting retweeted and
16:44
Speaker 1: then you're getting the reviews, then you know things are
16:47
Speaker 1: getting out of control or getting bigger. And that's when
16:50
Speaker 1: you have to really take a heavy handed approach. When
16:53
Speaker 1: I see a heavy hand and then doesn't meaning you
16:55
Speaker 1: go after the person can spreading them or you being
16:58
Speaker 1: really negative, it just being utilize every every resource at
17:03
Speaker 1: your disposal to camera balance things out. Also, if you've
17:07
Speaker 1: had some negative reviews by your company, and there have
17:09
Speaker 1: been negative accusations by your company, it's imperative that you
17:12
Speaker 1: can come out and you speak truthfully that they did
17:15
Speaker 1: refute all of them. But also do positive PR about
17:18
Speaker 1: your company, right, positive press releases. Yeah, put things out
17:21
Speaker 1: where you need to install your virtues. And if you
17:23
Speaker 1: put that out there, it's taking water to a stain.
17:26
Speaker 1: Enough water will diminish that stain. No, I couldn't agree
17:29
Speaker 1: with you more. People want to find out more about
17:32
Speaker 1: what you're doing, how you can help in reputation management
17:38
Speaker 1: and restoration.
17:40
Speaker 4: How do they find you?
17:41
Speaker 1: Well, they can go to goldenmancorma dot com, g U
17:45
Speaker 1: L D M A n M, C c O R
17:47
Speaker 1: M I c K dot com. We're ran at Floor
17:50
Speaker 1: of Magazines, one of America's best PR firms. And if
17:53
Speaker 1: you reach out to us, you say, your friend of
17:55
Speaker 1: Perry will definitely take care you. We take care of
17:57
Speaker 1: who we work with than anyone who listens to Carried
17:59
Speaker 1: Show only definitely love to work.
18:01
Speaker 3: Yeah, and hey, I can see the application of your
18:04
Speaker 3: service even if you're not getting hit by attacks. But
18:09
Speaker 3: your online reputation isn't as good as you would like
18:12
Speaker 3: it to be, and that will cost you business, especially
18:16
Speaker 3: if you're a professional. You know, you get a bad review,
18:20
Speaker 3: you're a professional, and that's going to sting your business.
18:24
Speaker 1: And it's going to see your business that Kerry, can
18:26
Speaker 1: I give your listen as one quick piece of advice
18:27
Speaker 1: when a company from the reputation absolutely we're learning what
18:31
Speaker 1: we talked about this before. Their number of celebrities that
18:34
Speaker 1: came out, celebrity CEOs that came out in the election, they.
18:39
Speaker 4: Threw their their lot and what the candidate.
18:41
Speaker 1: Well, because they've done that, they alienated a number of
18:45
Speaker 1: potential customers.
18:47
Speaker 4: Exactly fifty three percent.
18:49
Speaker 3: Right.
18:50
Speaker 1: I would say, if you're a CEO of a person,
18:52
Speaker 1: don't share your political views. I mean, you can just
18:56
Speaker 1: focus on what you do great, focus on your company,
18:58
Speaker 1: focus on providing xcell service to others. Don't you your
19:01
Speaker 1: political vieuge. You're not gonna you'll you'll basically sing to
19:06
Speaker 1: the choir of people that feel like minded, but you'll
19:08
Speaker 1: alienate other people. So I would say going forward, I
19:11
Speaker 1: don't know sure your political views. That is probably one
19:13
Speaker 1: of the biggest preventive ways to not have to not
19:17
Speaker 1: be looking to you know, common sense. Yeah, common sense
19:21
Speaker 1: like religion. Gentlemen never speak of religion and politics because
19:27
Speaker 1: now nobody cares about religion. But maybe politics has taking
19:31
Speaker 1: the place of religion for a lot of you out there,
19:34
Speaker 1: or a lot of the public. And you know, I
19:37
Speaker 1: think you know what, you just use one rule when
19:42
Speaker 1: in doubt, shut your mouth right, you stay out of
19:45
Speaker 1: You stay out a lot of trouble that way.
19:48
Speaker 4: Such has been my experience. Well, I do especially would
19:51
Speaker 4: say that's great rule from the arch too.
19:52
Speaker 1: I'd always find that, you know, the less they talk about,
19:57
Speaker 1: the less the less what's my likely respond to which
19:59
Speaker 1: is good?
20:01
Speaker 3: Didn't work so good for me because I just could
20:03
Speaker 3: never keep my mouth shut. But that's that's my own
20:06
Speaker 3: character flaw there that I'm trying to deal with here.
20:11
Speaker 3: But hey, you'll find a link to ryan site in
20:14
Speaker 3: the show notes in this interview on Financial Survival Network
20:18
Speaker 3: dot com. I think this information right is so useful
20:22
Speaker 3: because an ounce of prevention worth a pound of cure.
20:26
Speaker 3: If you do fall victim, you do have ways to
20:28
Speaker 3: fight it and to fight back, so you need to
20:32
Speaker 3: be aware of it. Got a question for Ryan or myself?
20:35
Speaker 3: Shoot me an email kl at Carrie LUTs dot com.
20:38
Speaker 3: And while you're on the site Financial Survival Network dot com,
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Speaker 3: please sign up for your free newsletter, Ryan Pleasure, talk
20:46
Speaker 3: to you again real soon.
20:47
Speaker 4: Be well.
20:47
Speaker 2: Thank you Gary, great, thanks for listening to Carrie Letz's
20:51
Speaker 2: Financial Survival Network your solution to today's trying times. For
20:56
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