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Crisis Communications 101: Everything You Need to Know

Is your company prepared should a PR crisis hit you today or tomorrow? According to Deloitte, 76% of board members believe their companies would respond appropriately if a crisis struck. Yet, only 49% of them say their companies engage in monitoring to identify and avert a crisis. Another 49% say they have a playbook to deal with different crisis scenarios yet only 32% train their employees in crisis simulations.

This paints an unprepared scenario because these companies have no confidence that their crisis communication would suffice in the face of an actual crisis.

What should you do to stay prepared? 

First, you need cutting-edge communication techology, systems, and protocols that will help you defend your reputation in the face of a cyber-attack, natural disaster, malfeasance, or PR attack.

AAERO has the means to prepare you for the crisis before it happens, guide you out of the crisis, and ensure you build back your reputation after a crisis.

How Crisis Management Works

Crisis management was made to protect your business from a crisis or reduce the impact after a crisis. Effective crisis management handles the threats sequentially by ensuring that responsible staff communicates effectively among themselves, exchanging info that enables you to correct the situation, protect clientele, staff, and assets and ensure your business walks out of the situation. 

How AAERO Supports Your Crisis Management Needs

There is no standard way to any PR crisis management. Every situation is unique. With this in mind, we consult with organizations to spot likely threats and develop tactics for addressing those threats while monitoring the results over time.

In crisis management, prevention involves the intentional reduction of potential and known risks that could plunge you into a crisis.

You’ll need to have a crisis management plan and training for the crisis management team on what a crisis looks like. 

AAERO will support your organization in the follow ways:

  • Testing activities that will help you assess whether your team and the plan are fireproof.  
  • Should you go through a year without having a crisis, we’ll update the plan yearly depending on the results of our monitoring.
  • We’ll also draft crisis messages for you and templates for writing crisis statements. These include statements for the executive to make or release to news media.

During the Crisis: AAERO Guided Crisis Response

Crisis response is what you do and say after the crisis strikes. Crisis PR communications helps draft messages to send out to clientele, customers, and those associated with the organization in one way or another.  Your initial response should be quick, accurate, and consistent. 

Being quick is not as simple as it sounds. If you’re to give a statement within the first hour, it would be hectic and full of pressure if you’re not a PR expert. That’s where our pre-prepared templates and messages come in.

Being quick is about meeting the need to tell your side of the story. These go back to what your business wants to say about the crisis to your stakeholders. People will instantly want to know what happened. You need to talk to the media before everybody else. If you don’t, other people with inaccurate or highly biased info will and make the crisis worse.

 A quick response shows you’re in control. Websites and social media can help you to provide a quick response. AAERO’s prepared messages help you deal with the information vacuum firsthand.  Here are more ways our crisis PR communications help you.

  • Achieve consistency by keeping spokespersons informed about crisis events and key message points you’ve been communicating.
  • Use every communication avenue available to reach as many people as possible. 
  • Express concern for those inconvenienced or hurt by the crisis
  • Include all employees in the initial response especially for both small and big companies.

Reputation Repair

Once the dust starts settling, it’s time to assess your brand’s image. The easiest way is to check incoming and outgoing communication.  It will help you understand what audiences are saying and the prevailing notions. Your job is to address and follow up on the concerns raised on these platforms.

It’s also time to assess how you handled the situation against the level of preparedness you believed you had. Talk about what should have or have not been done and see points to remember for future crises.

 Proper reputation management focuses on credibility recovery post-crisis. It’s about shifting the conversation from negative to positive news about your business. 

AAERO crisis communications help you communicate empathetically as opposed to defensively. The idea is to address your audiences as people and not just clientele. It is designed to show your human side and that you care that someone got hurt because of your business.

AAERO crisis PR also focuses on the most overlooked aspects of reputation management. These are the loyal clientele and publics who remain unchanged even after a crisis. Messages meant for these publics focus on decisions to engage them as a resource in putting the matter to rest. Here are more ways that AAERO helps your business post-crisis and reputation recovery.

  1. 1Identify the purpose of your plan. Are you handling an ongoing crisis, repairing your reputation, keep your business from losing more clients, etc.?We’ll help you identify the most pressing issue and create a communications plan tailored to it.
  2. Preparing a statement. Often, sending a statement without guidance from PR crisis teams breeds inconsistencies and emotionally charged responses. It works like adding fuel to the fire. A well-crafted message suits your specific scenario. We’ll also advise on the best platforms depending on the audience.
  3. 3Plan for future events. Although bitter and unwelcome, crisis gives you info on what not to do next time. This will also inform upgrades to crisis communication plans.  It’s also time to draft a statement that communicates what your company will do to prevent a repeat of the crisis. These statements are geared to instill confidence in your publics that you plan to do better and have put measures that will ensure you keep your promise. 

Most importantly, throughout this process, we’ll keep you from putting your foot in your mouth. We’ll keep the focus on taking responsibility, not engaging in blame games. It’s not about admitting fault when you’re innocent but showing a strong leadership quality for the sake of your brand. 

How to Stay Prepared for a Crisis

At AAERO, we are a team of relationship-oriented PR experts who thrive on creating solutions for our clientele wherever and whenever they need them. Contact us today to get any of our services. We’ll be happy to help.  

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Blog

What is Reputation Management?

Reputation Management is not a program. Online Reputation Management is a process that entails improving a person, a brand, or a business’s reputation which can be partially accomplished by leveraging tools like BirdEye, CapTerra, and others.

While Reputation Management tools can help you manage online reviews from popular review websites like Google MyBusiness, Yelp and others, these tools cannot help you when it comes to suppressing negative content such as mugshots, unflattering articles & news websites, and other types of online attacks.

Since 2001, the Online Reputation Management Experts at AAERO have been helping brands shine online leveraging decades of experience with proven strategies. We’re not “IT” people, we’re marketers who have deep working knowledge of complex search engine algorithms and digital marketing strategies.

BlogCase Studies
BlogCase Studies

Myrtle Beach SkyWheel | Case Study

Recently the Myrtle Beach SkyWheel made cringe-worthy headlines for an incident that was out of their control. 

On January 27th, a Myrtle Beach couple was accused of having sex on the Myrtle Beach SkyWheel and filming it for pornographic videos. 

Shortly after the MyrtleBeach SkyWheel news aired locally, it spread like wildfire to other news outlets globally. 

In this story, the Myrtle Beach SkyWheel is the victim. Due to the accused couple’s actions, it’s nearly impossible not to stumble upon the shocking news when performing a Google search. 

When a business is on the receiving end of this type of unprovoked attention, it’s essential to consult a PR crisis communication firm to combat the unwelcomed news. 

Here are some critical key points:

Myrtle Beach and Panama City Beach thrive on tourism that kicks off in early April and ends in late July. Those unfamiliar with the SkyWheel will likely Google something like “Myrtle Beach Ferris Wheel” or “Panama City Beach Ferris Wheel.” 

Regulars will know the famous Ferris wheel as the SkyWheel Myrtle Beach or SkyWheel Panama City Beach

The SkyWheel is in a peculiar position. The incident wasn’t something the SkyWheel did, but it now hurts the brand. If a family visiting Myrtle Beach researches the SkyWheel, they will likely stumble upon the news. While having the potential to ride in a cart that the couple is accused of having sex in isn’t much different than sleeping in a hotel room bed that someone likely had sex in, it still can be considered undesirable. 

If we owned the SkyWheel – here’s what we’d do:

  1. Replace the cart that the couple was having sex in, and let the public know. Sure, it’s probably costly, but how much business are you willing to lose just from the ‘gross’ factor? 
  2. Initiate a PR campaign detailing the steps taken to a.) replace the cart and b.) ensure this doesn’t happen again. Maybe that means installing additional security cameras and letting riders know, so there are no other ‘temptations.’ 
  3. Start an Online Reputation Management campaign ASAP. Time is of the essence, especially with tourism season right around the corner.

If you, your business, or your brand has been on the receiving end of unflattering news, don’t let it drag out, thinking it will just ‘go away’ because it won’t. Don’t lose thousands if not millions of dollars waiting for the bad press to go away. Contact AAER today and learn about our proven PR Crisis Communications and Online Reputation Management services today. 

News
News

Meet Steve Louden of Severy Creek Roofing

Meet Steve Louden, the owner of Severy Creek Roofing and the ‘behind the scenes’ secret to operating one of the most successful roofing companies in the U.S.

Colorado (PRUnderground) December 27th, 2020

When it comes to roofing services providers in the Denver metro area, home and business owners have plenty to choose from. 

A quick Google search reveals more than three dozen roofing companies that offer full-scope roof replacement, restoration, and repair services throughout the Front Range of Colorado. 

This presents a challenge for anyone who might be looking for a reliable, professional roofer after a damaging weather event like a hail storm or blizzard. Who do you choose? Who can you trust? And, perhaps most importantly, who’s going to do the best job at a reasonable cost? 

One company that stands out from the rest is Severy Creek Roofing, a Lakewood-based, family-owned and operated roofing company run by Severy Creek Roofing Owner Steve Louden

We recently had the chance to sit down with Steve to discuss what makes Severy Creek Roofing the best choice to make among the numerous other roofing companies in Colorado. 

Here’s what he had to say. 

Q: Steve, thanks for making time today to tell us more about Severy Creek Roofing. Let’s begin with a little history. When was the company started? 

A: Well, Severy Creek Roofing was founded in 2008. It is named after a little-known creek just north of Pikes Peak, due West of Cascade, Colorado. I’m a big outdoorsman, and I’ve always had a special place in my heart for that part of our state. 

Since we started doing business in 2008, we’ve been fortunate enough to work on dozens of high-profile roofing projects throughout Colorado and the western states. These days, we typically conduct most of our work along the Cheyenne-Denver-Colorado Springs corridor. 

Q: Many home and business owners may not know what to look for in a quality roofing company. Tell us a bit about why someone would want to work with Steve Louden and the team at Severy Creek Roofing. 

A: I’d say our track record of successful roof repair and replacement projects is the most convincing part of our business. In fact, there’s not a roof style we haven’t worked on, and that ranges from small, single-family homes all the way through to massive commercial jobs. 

Another important feature of Severy Creek Roofing is the fact that we don’t just do roof repairs. We also replace siding, install windows, repair gutters and downspouts, and paint. I like to tell our customers that if it has to do with any exterior surface on your home or business, it’s in our wheelhouse, and we have the know-how needed to do the job right the first time. 

In fact, we guarantee it!

Q: That’s great to hear. Some might say that other Colorado roofing companies also perform total exterior work, too. So what else sets Severy Creek Roofing apart from the competition? 

A: That’s a great question. We are fully licensed and insured, and all of our documentation is available for anyone to view before agreeing to work with us. We’re also locally owned and operated, which isn’t something that can be said for a lot of other Colorado roofers. 

Read more about Steve Severy from Severy Creek Roofing on PR Underground.com.

News Releases
News Releases

Martin ‘Marty’ Erzinger Announces Corporate Sponsorship of Central City Opera’s 2020 L’Esprit de Noël

Marty Erzinger, the Denver-area philanthropist and patron of the arts, has announced a corporate sponsorship of Central City Opera’s 2020 “Le Petit” L’Esprit de Noël Holiday Home Tour, taking place virtually for the first time in 44 years from the Fisher Mansion in Denver, Colorado. 

This generous sponsorship comes at a time when Central City Opera (CCO) and its volunteer-led Guild have had to pivot its operations in light of the COVID-19 pandemic, a development that has forced a shift from lively, in-person events, galas, and concerts to virtual, online ones. Historically, CCO has facilitated its signature fundraising events in person with home tours, art exhibitions, and festivals–all of which have become Denver traditions.

Now, however, Central City Opera has had to adapt to a new paradigm of social distancing while still working passionately to preserve and promote the arts in Colorado.  

Critical Support from Sanctuary Advisors

A long-time supporter of Central City Opera and the performing arts scene in Colorado, Martin ‘Marty’ Erzinger and his wife Suzie, former president of the CCO Guild, made the decision to go ‘all in’, opting for the ‘Presenting Sponsor’ contribution level. This sponsorship will help to finance the production and distribution of the Le Petit L’Esprit Holiday Home Tour video, which will showcase the historical significance of the William G. Fisher Mansion. 

Marty and Suzie Erzinger’s charitable contribution to the Central City Opera Guild is being proffered under the auspices of Sanctuary Advisors, a wealth management and investment services provider of which Marty is a founding member.

About the Event

The L’Esprit de Noël Holiday Home Tour is the 44th annual fundraising event for the Central City Opera Guild, and it’s the only fundraiser held throughout the year. 

When the Coronavirus pandemic began to take hold earlier this year, the Guild had a tough decision to make: did they nix the fundraiser altogether, or did they adapt by moving everything online? It was decided that they would produce a professional video tour this year, and fortunately the owners of the William G. Fisher mansion said yes to this novel idea. 

Named “Le Petit” L’Esprit this year due to its downsized offerings, the Home Tour features the historic Fisher Mansion, originally built in 1896, and will be available online from November 22nd through Christmas Day. Normally, the walking tour is held over two days the weekend before Thanksgiving, with help from dozens of volunteers. While tickets to the event have been sold in the past ($30 for five homes), the video will be free with a request for donations from season ticket holders, the CCO board, and other patrons of the arts in Colorado. 

Because the CCO Guild is 100% volunteer-based, these donations mean the world to the organization. And, with the support from Martin J. and Suzie Erzinger, Central City Opera is hoping to raise more money than they might have anticipated because the video’s availability will be extended throughout the month of December, 2020. 

In making his announcement of this sponsorship, Marty Erzinger had this to say: 

“My wife Suzie and I have been active supporters of the Central City Opera Guild for years, and our hearts were broken when we learned that the annual home tour fundraiser might not happen this year. We wanted to do all we could to keep this Denver tradition alive, and I’m grateful that we’re in a position to help in this way. We’re all looking forward to a fun, festive tour in November—we’re beyond excited to see the final video!” 

Learn more about the 2020 Le Petit L’Esprit de Noël Holiday Home Tour at lesprithometour.com and Central City Opera at centralcityopera.org.  

Blog
Blog

This CBD Company Has Grown 11,495% Over the Past 3 Years

Colorado-based CBD Oil manufacture, NuLeaf Naturals secured another spot in the top 20 fastest growing companies in the United States. At #16, NuLeaf Naturals drew in a staggering 11,495% growth down just .494% from 2018.

Fans looking to buy CBD oil will likely stumble upon NuLeaf. NuLeaf offers a handful of carefully crafted products including Full Spectrum CBD Hemp Tinctures, CBD Oil for Dogs, and CBD Capsules.

Helping People Live a Happier, Healthier Life

Since 2014 NuLeaf Naturals has been committed to creating the world’s highest quality CBD products in their most pure and potent form. Our full-spectrum CBD oil contains no additives and the only ingredient is organic hemp. Our mission is to create premium cannabinoid wellness products we would not only take ourselves but also share with our family and friends.

NuLeaf Naturals is one of America’s top pioneering hemp companies. Founded by a group of plant medicine aficionados, our vision is to pave the way for a line of cannabinoid wellness products that promote a healthy body and mind.

Discovered in 1940, CBD (short for cannabidiol) is one of 113 identified cannabinoids in the Cannabis sativa plant, commonly known as marijuana. Accounting for up to 40% of the plant’s extract, CBD is used today in products, such as edibles and oils, to treat a variety of ailments and impart a sense of calm and relaxation. 

Because of its popularity, CBD has become one of the most saturated products in America.

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News

Can Pilots Take CBD Oil?

People of all occupations and walks of life are discovering the many applications of Cannabidiol (CBD) oil. Airline pilots are especially keen to consider its use, after long hours of sitting in cramped cockpits and waiting around crowded airports. But is CBD Oil okay for pilots to use? Here’s an overview.

Is CBD Oil Legal?

Can pilots take CBD oil and fly planesThe short answer is, yes, but there is a caveat. In December of 2018, a piece of legislation known as the U.S. Farm Bill federally legalized industrial hemp, that is, products made from cannabis containing less than 0.3% THC, which includes marijuana’s non-intoxicating cousin, CBD.

In contrast, marijuana typically contains from three to thirty percent THC, which accounts for the “high.” Some states have adopted stricter regulations than the national allowance, so be sure to check your local and state laws for the most current information on CBD Oil usage, possession, and distribution.

Are Pilots Allowed to Use CBD Oil?

This is where the specifics become less clear. In June of 2019, the Federal Aviation Administration (FAA) released an advisory in response to a flood of inquiries to the Federal Air Surgeon’s office regarding pilot use of CBD oil. FAA medical and pilot certification is governed by federal law (not state), which means possession and use of CBD oil is legal for pilots.

However, the bulletin reminded pilots that the U.S. Department of Transportation (DOT) drug test includes screening for THC, and warned pilots about the lack of regulation of commercially available CBD.

Specifically, the FAA briefing states:

“Commercially available CBD, by contrast, is not regulated and may be contaminated with a variety of substances, most significantly, THC. Product labels are often inaccurate. Although most CBD products claim to have under 0.3-percent THC, they could contain high enough levels of THC to make a drug test positive. Use of CBD oil is not accepted as an affirmative defense against a positive drug test.”

In other words, while pilots are technically allowed to use CBD oil that contains less than 0.3% THC, if they should somehow ingest CBD that contains amounts high enough to pop a drug screen, they could lose their flight certifications.

Due to the lack of federal regulation surrounding the testing, packaging, and marketing of CBD oil, it seems the FAA is choosing to err on the side of caution. Scientists, medical professionals, and industry-leading CBD manufacturers like NuLeaf Naturals continue to believe more research is needed to understand the potential health and wellness benefits.