When faced with a crisis, even senior IR executives can benefit from an outside perspective, particularly when that perspective is based on years of experience. In the following conversation, David Calusdian, president at Sharon Merrill Associates, discusses crisis management issues and the most effective strategies to protect corporate reputation and credibility.
Q: Can you share some recent examples of your crisis communications work, to give readers a sense of the many issues that can ensnare a public company, and discuss how you solve them?
A: Today the potential for a crisis lurks in any piece of market-moving information that originates from somewhere other than the company. It could be a social media post about an impending management shakeup, an FDA product recall or a data breach. The potential scenarios are endless, but an effective response shares a few common themes: