Melissa Agnes - Crisis Ready: How to Build and Invincible Brand - Expert Session

Question Title

* 1. When This Is Us revealed Jack Pearson’s cause of death, Crock-Pot faced a...

Viral Issue

Crisis

Question Title

* 2. The Crisis Ready Rule is: The longer you take to effectively respond to a crisis, the less of a crisis response penalty (CRP) you will suffer.

True

False

Question Title

* 3. An issue does not require escalation to leadership to resolve.

True

False

Differentiate from the crowd

Develop different whys

Question Title

* 4. A mismanaged issue __________.

Will make people angry

Can turn into a crisis quickly or overtime

Will eventually be forgotten by stakeholders

Should not be a concern, as it is in the past

Question Title

* 5. What is an event or situation that will stop business as usual and have a long-term negative impact?

Issue

Crisis

Crisis response penalty (CRP)

Mismanagement

Question Title

* 6. When the best-picture award was announced incorrectly at The Oscars, The Oscars faced a(n)...

Issue

Crisis

Question Title

* 7. Businesses should be concerned with a long-term, negative impact on all of the following EXCEPT:

People

Environment

Organization’s bottom line

Competitor opinions

Question Title

* 8. Stakeholders could expect to receive crisis consolidation through social media, the company website, or direct calls.

True

False

Question Title

* 9. In order to understand and meet the expectations of stakeholders in a crisis situation, companies should ask all of the following questions EXCEPT:

Who are the stakeholders and how will they feel?

What are their expectations?

How can we meet those expectations?

Which stakeholders are trying to ruin our organization?

Question Title

* 10. The three steps in brand invincibility are:

Consider worst-case scenarios, assume they will happen, prepare to prevent them.

Define your stakeholders, think about how your stakeholders will feel, avoid bothering them with a crisis.

Define issue vs. crisis for your organization, consider worst-case scenarios, take a 360-degree view.

Define issue vs. crisis, think about what can be prevented, plan to meet if the prevention plan doesn’t work.