Inspiration and Lessons Learned from the 2018 Midwest Digital Marketing Conference

From (L) to (R): Chris Ward, Arielle Claypool and Rodney Pruitt promote their colleague’s MDMC session
  1. Always have a crisis plan and escalation process outlined and approved, before a crisis happens.
  2. Identify the topics and issues your company or brand is most likely to face on an ongoing basis, and plot a course of action for how to deal with crises in those areas.
  3. Ensure everyone whose business channel could be affected by a crisis has a seat (and a voice) at the table from the get go.
  4. Groom your existing online/social fan base to be brand advocates, before a crisis happens. Offer them exclusive info, discounts, etc. on an ongoing basis and they’re more likely to come to your rescue during a time of need.
  5. Buy yourself some time by releasing a placeholder statement acknowledging the issue and that you’re looking into it, instead of delaying any response until you have the perfect, approved comment.
  6. When you do release a statement, do not bury the lead. Address the issue straight away and cut the upfront fluff.
  7. Tone is important. Speak to consumers in a human, relatable way, not in an overly corporate manner.
  8. Any internal crisis messaging or communication should be approved for external, as it’s likely to get out.
DJ 18andCounting lightens the mood at MDMC 2018
Team Weber Shandwick at the MDMC



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Weber Shandwick St. Louis

Weber Shandwick St. Louis


Weber Shandwick is the in-culture communications agency. We make brave ideas that drive real impact for communities — and organizations — around the world.