What CEOs know and don’t know about crisis management

August 25, 2006

The Burson-Marsteller research report CEO’s views of crisis management strategies is one of the most interesting documents to come around in a while. Burson-Marsteller Crisis Mgt Study

It is as interesting for what it indicates CEOs don’t know about crisis management as what they do know.  One finding that is very interesting is that it takes 3.2 years for a company to recover from a crisis.  If that isn’t a justification for preparation I don’t know what is–especially when you realize that most crises are “smoldering” in the sense that the reputation damage can be largely averted by dealing with it aggressively early on. Here are a few other key findings about what CEOs think. These are rankings of strategies in order of importance:
— Quickly disclose details of the scandal/misstep (69%)
— Make progress/recovery visible (59%)
— Analyze what went wrong (58%)
— Improve governance structure (38%)
— Make CEO and leadership accessible to the media (34%)
— Fire employees involved in the problem (32%)
— Commit to high corporate citizenship standards (23%)
— Carefully review ethics policies (19%)
— Hire an outside auditor for internal audits (18%)
— Issue an apology from the CEO (18%)

For the most part, it appears that CEOs “get it.” I certainly question why only 18% believe that issuing an apology from the CEO is important–me thinks a blindspot there. But what is truly remarkable and demonstrates a level of ignorance about the instant news world and the importance of the internet for communication these days is this finding:

One of the more surprising findings of the market research conducted by the firm is that only 5
percent of senior executives believe that updating their website can be an effective tool in their crisis
management and corporate reputation turnaround strategy.

I can only conclude from this that either I and a lot of crisis management folks I know don’t get it and place too much importance on using your website for conveying information to the public, or we as an industry have a very very very long ways to go to get the word out to CEOs that their website and all the internet communication technology is critical in emerging from a crisis. Maybe they can even avert some or shorten that recovery time. Seems they’d be interested in the cost savings there.

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