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crisis management
Corporate executives are guilty of
securities fraud if they
misrepresent the truth about their corporation's financial
condition."Every crisis has three Vs: the
victim, the villain and the vindicator. We
want to know who to like, who to believe and who to
hate. That's how the media tells its stories related to crises. A
crisis is resolved when you muddy the rigid roles of these three types of
characters or when you reverse the roles. So the goal of PR person is to enact
that switch." - Eric Dezenhall
Eric Dezenhall believes that the best strategy is
to rarely, if ever, admit guilt and to meet each accusation with a counter
attack. In the middle of a public relations crisis, companies pay consultants
anywhere from $50,000 and up, depending on how long and how many people are
deployed.
A pre-crisis preparation session
costs at least $25,000. Still, says Eric
Dezenhall, who has represented such companies as
Procter & Gamble,
ExxonMobil,
Eli Lilly and
General Electric, "the amount of
money spent on crisis management is a drop in the bucket compared to what you
might lose."
"Our liquidity and balance sheet
are strong." - Alan Schwartz, CEO
of Bear Stearns just
36 hours before seeking emergency funding for two failing
hedge funds
Joseph Cassano of American
International Group is "highly confident that we will have no realized
losses" on the credit default swap
portfolios less than three months before they posted more than $11 billion in
losses.
CEO Richard Severin Fuld Jr.
assures investors
that Lehman Brothers has $42 billion in liquidity just five days before filing
for bankruptcy.
"How does $42 billion vanish in five days and did
Lehman officers know then of any
harbingers of doom that they weren't sharing?" - Roger Parloff
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