Respond to a crisis. Don’t react.

It does not matter if it is an employee-error, high profile litigation, government investigation or industrial accident, if something happens a response needs to be immediate, decisive and strategic.

When faced with a crisis, damage to a company or individual’s reputation can be devastating.  Business executives must be ready to respond to protect their reputation, employees, shareholder and brand.

To prevent a crisis it is always helpful to be prepared and have a plan in place however, there are many companies who fail to plan for potential crises.  Consequently, many companies react to a crisis rather than respond.

When companies react they are most likely not thinking through the impact of their response and action in leading to that response. At a minimum then, companies should have a public relations firm on retainer or at least on the tip of their mind when something happens. 

Daniel Cherrin

DANIEL CHERRIN |served the City of Detroit as its Communications Director and the Press Secretary to Detroit Mayor, Ken Cockrel, Jr. He is a public relations + affairs specialist who just happens to be a lawyer, with 20 years of experience providing senior public relations and government relations’ counsel to organizations on state and federal regulatory and legislative matters, as well as issues affecting corporate and individual reputation, crisis management and the media. Daniel is the founder of NORTH COAST STRATEGIES (Est. 2005) an independent public relations consultancy that combines the best of a big agency with hands-on executive-level experience and support. As a signatory company to the United Nations Global Compact, we are dedicated to addressing issues around human rights, labor, the environment, and anti-corruption. We are also focused on redefining your brand and changing the conversation to create an impact.