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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 incorporation's
credit default swaps portfolios less than three months before they posted more
than $11 billion in losses.
Lehman Brothers CEO
Richard Severin Fuld Jr. assured investors that the corporation had $42 billion
in liquidity just five days before the corporation filed 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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