Corrections or additions?
This article by Kathleen McGinn Spring was prepared for the November 20, 2002 edition of U.S. 1 Newspaper. All rights reserved.
Don’t Imitate Martha In Times of Crisis
Accidents happen and products get recalled. Like Boy
Scouts and Girl Scouts, communications executives need to "Be
Prepared" for crisises, says
Group, an ad agency in Livingston (www.cherenson.com). Martha Stewart’s
recent brush with the SEC, he says, is a good example of what happens
when someone is not prepared.
Cherenson is on a panel entitled "Oh my gosh! What do we do now?
The role of communications when a crisis strikes," for the Business
Marketing Association of New Jersey on Thursday, November 21, at 6
p.m. at the Somerset Ramada.
will moderate the panel, which also includes
of Montclair State;
analyst relations at Global Crossing; and
of public relations at Siemens Corp. Cost: $40. Call Erica Littig
The panel will cover how to put together a crisis communication team,
making sure to include one spokesperson who represents your company
to the media and the investment community. Also, how to decide who
will be the audience that you need to address during the future crisis
— consumers? parents? government regulators? and/or investors?
Cherenson is vice president of the Cherenson Group, founded in 1958
by his father
he went to the Graduate School of Political Management, now located
at Georgetown University. Be forthright and candidly talk about your
company’s campaign to solve problems, he advises: "Don’t pretend
things are OK when they are not. Tell it all and tell it fast. Martha
Stewart made a big mistake dragging it on."
communication is non verbal. Panic shows."
expect. Speak plainly, don’t use jargon.
"A lot of people try to think `how do I win’ but in not all instances
can they win. Sometimes it is about helping people in need." Johnson
& Johnson weathered its Tylenol debacle in part because it focused
on the medical professionals and consumers who needed information.
if the information can’t be divulged, give reasons why. If you don’t
know something, say you will look it up.
asks an off-the-wall question, the public may be misunderstanding
the record of the event. So when the situation is over, wrap it up
and put it in perspective. The silver lining might be that your company
has a better relationship with the press.
that it operates with the permission of the public. Nevertheless,
the lawyers and the accountants have different agendas. Sometimes
the greatest crisis management is the PR person who whispers into
the CEO’s ear `I don’t think we should do that. I don’t think we should
dump those chemicals there.’ We are supposed to be the conscience
of the organization."
Human beings, similar to other powerful or numerous
species, affect the environment and ecosystems. Now the combination
of power and numbers means that the alterations are occurring at a
greatly accelerated rate. One of the ecosystem alterations taking
place is the rapid and possibly significant increase in greenhouse
gases with special reference to carbon dioxide (CO2). Limiting the
increase in CO2 can be viewed as an insurance policy against possible
severe consequences — economically and socially important alteration
in weather patterns, rise in ocean levels, production of large numbers
of refugees, possible catastrophic events, and sizable economic dislocation.
On Thursday, November 21, at 10 a.m.,
speaks on "CO2 Capture and Sequestration: One Approach to Global
Warming" at a meeting of 55Plus at the Jewish Center of Princeton
on 435 Nassau Street. Call 609-737-2001.
Trachtenberg is director of the Sapient’s Institute (SI), a research
and development institute located at Cook College, Rutgers University,
and the CEO of Carbozyme in Burlington. Working together, Carbozyme
and SI are developing a number of separation methods generally based
on catalyzed or facilitated transport liquid membranes. These are
directed at separating and capturing carbon dioxide (CO2) from a variety
of gas sources including air, respiratory gas, flue gas, landfill
gas, and natural gas. One of the most important applications is the
capture and subsequent sequestration of CO2 as a step towards reducing
greenhouse gas concentrations.
Trachtenberg reviews the alternatives and discusses his organization’s
recent work for effective CO2 capture as one possible solution.
Trachtenberg consulted for NASA on sustaining humans in space. He
has held faculty positions at Harvard Medical School, Boston University
School of Medicine and the University of Texas Medical Branch. He
was also vice president for research and development at NeuroGenesis
Inc., a nutriceutical company focused on the psychopharmacology of
Corrections or additions?
This page is published by PrincetonInfo.com
— the web site for U.S. 1 Newspaper in Princeton, New Jersey.