Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going...

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Transcript of Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going...

Page 1: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!
Page 2: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!
Page 3: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!

Corporate Mind in a Crisis

o Our stock is tanking!

o The board of directors is angry!

o I’m going to be late getting home tonight!

o I’ll lose my job!

o I don’t know what I’m doing!

o I want my life back!

Page 4: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!

Consumer Mind in a Crisis

Page 5: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!

•What’s the issue?•Who is the audience?•What are their questions?•What’s our goal?•What is our message?•What is our picture?

First Questions

Page 6: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!
Page 7: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!
Page 8: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!

Controlling the Story

FACTS

POSITIVE THEME

NEGATIVE THEME

What you say

How you say it

Page 9: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!

Effective Messages• Positive

Never defensive

• Concrete Supported by strong evidence

• Empathetic Responsive to audience concerns

Page 10: Corporate Mind in a Crisis o Our stock is tanking! o The board of directors is angry! o I’m going to be late getting home tonight! o I’ll lose my job!

Five Common Mistakes

• Weak messages• Wrong messenger• Wrong picture• Failure to think like a

consumer• Covering up


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