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Crisis Ready: Building an Invincible Brand in an Uncertain World
Ebook Download Crisis Ready: Building an Invincible Brand in an Uncertain World
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Review
Crisis Ready is a compelling reminder that managing a crisis is not the same as managing a company. If you think the same management techniques that allow you to win at business will enable you to weather a crisis you are doomed. In a crisis, emotions run high, people revert to habits instead of the plan, information travels quickly whether it is accurate or not, and the effects of your decisions can be long-lived. Don't allow the crisis management plan sitting on your shelf give you a false sense of confidence. Read this book and then get to work at making crisis management muscle memory for your organization. --David Struhs, Vice President, Corporate Services and Sustainability, DomtarEvery business of any size needs to read Crisis Ready. Melissa Agnes demonstrates why she is a leading authority on timely, intelligent and appropriate communications in moments of crisis. If United Airlines had read this book in 2009 my United Breaks Guitars YouTube video would never have happened. I'm almost glad she hadn't written it yet. --Dave Carroll, Singer-songwriter, speaker, and creator of United Breaks GuitarsSpeaking as a communications professional, there is no one better at crisis communications than Melissa Agnes. She has a calm and patient way of looking at the entire picture, assessing the challenge, and providing recommendations that work in less time than it takes you to say crisis communications. As social media came into the fold, she was one of the first and most trustworthy professionals to explain the differences between a crisis, an issue, and a quick social media event. She goes into each of these in-depth in Crisis Ready, while also providing a smart roadmap to help you build your reputation so when there is a crisis, you're prepared. With case studies, homework, rules, and tests, you will find yourself ready to handle anything by the end of the book. Read it, absorb it, take lots of notes, and create your crisis preparedness program. --Gini Dietrich, CEO of Arment Dietrich and founder and author of Spin Sucks
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About the Author
Melissa Agnes is a leading authority on crisis management and preparedness. Agnes is a coveted speaker, commentator, and advisor to some of today's leading organizations faced with the greatest risks. As a strategic advisor and keynote speaker, Agnes has worked with NATO, Ministries of Foreign Affairs and Defense, financial firms, technology companies, healthcare organizations, cities and municipalities, law enforcement agencies, global non-profits, universities, and many others, helping them understand risk and build invincible brands that can withstand even the most devastating of events. She is the editor of the Crisis Ready Blog, a contributor to Forbes, and a go-to source for the press, with recent coverage including the Wall Street Journal, VIBE Magazine, USA Today, and many others. In 2015, Agnes gave a TEDx talk in Los Angeles where she discussed the secret to successful crisis management in the 21st century. As a university guest lecturer, Agnes teaches crisis management in university courses around the world, including at NYU and McGill.
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Product details
Hardcover: 288 pages
Publisher: Mascot Books (March 20, 2018)
Language: English
ISBN-10: 1684014131
ISBN-13: 978-1684014132
Product Dimensions:
6.3 x 1 x 9.1 inches
Shipping Weight: 1.3 pounds (View shipping rates and policies)
Average Customer Review:
4.9 out of 5 stars
27 customer reviews
Amazon Best Sellers Rank:
#241,507 in Books (See Top 100 in Books)
This is a long review, but it doesn’t capture the admiration and gratitude I have toward Melissa Agnes for her efforts in Crisis Ready.This magnificent and best-in-class offering on crisis communications warrants a rare compliment: those who take the time to work through it and engage with it are going to emerge with a competitive business advantage over competitors who, for whatever reason, are willing to wait for a full-blown crisis to be at hand before they begin to think about how to handle it.And here’s another rare compliment, at least from me: Every page of this book offers both a big picture idea that’s worthy of making an organizational-wide priority, as well as a specific in the moment tip. Each page. That’s saying something.While probably not quite to Melissa’s extent, as someone who practices widely in the realm of crisis management, I’m picky on books in the field. And this one just blew me away.At the broadest level, Crisis Ready stands apart from the pack because:1) Is it the rare book that manages to concurrently work beautifully as a detailed “how to†guide – while realizing that the variety of crisis scenarios are infinite, and can’t all nearly be covered in detail, the book also sets out a strong, intuitive, and well-organized paradigm for crisis response that can be adopted by any organization.2) Crisis Ready gets it – a crisis can permanently impair, even destroy, a heretofore strong organization if there’s been inadequate planning and/or less than outstanding real time execution/post-crisis lessons learned – at the same time, while no one hopes for a crisis, they are, sadly, inevitable, and the correct mindset for any organization is that crisis response can be an opportunity to show all your key stakeholders just what your organization is made of.3) The book wisely recognizes that so much of effective crisis management is rooted in the organizational mindset and the extent of planning that takes place when all is calm.4) The emphasis on organizational mindset – being crisis ready – which entails, among other crucial points, having an overarching crisis management plan, crisis communication protocols, a standing crisis team, agility applied with wisdom, the correct emotional mindset and an incredibly thorough grasp of relevant stakeholders and their likely expectations in a crisis – could not be more spot on. Many particular crisis situations can be gamed out in advance based on the nature of the business and based on the nature of the threats companies face in today’s world. But some crises will still come from places that could not have been reasonably simulated in advance. These are tough ones, but if the organization is, at its core, designed to be crisis-ready, the organization will find that its processes, procedures, communications and dress rehearsals will be invaluable.5) The emphasis throughout the book on focusing on key organizational stakeholders – and the precise manner and tone in which they’ll need to be engaged with during a crisis - is of tremendous value to organizations well beyond the crisis domain. Too many companies will have failed in general to conduct the deep-dive stakeholder audit that is called for here – and even if a crisis (fortunately) never arises, doing the hard work of knowing your stakeholders is good for business.6) A rare book that can seamlessly move from highly specific processes to wise, actionable generalities. In particular, the author’s use of lists and sub-lists within the text, and her sidebar “crisis ready†rules†are of tremendous value.7) At the same time, the author harnesses current real-world examples that are of outstanding breadth and depth. And the core example, of a cybersecurity breach. Is frankly informative even if that’s not likely the nature of a likely crisis for your business. I learned specifics about cybersecurity that I’m grateful (please note well – one need have absolutely no knowledge or interest in cybersecurity to benefit from this book – it’s just an exemplary example).8) I’ll admit that I did not on this first pass (fortunately coming from mentors and an organization that is pretty crisis ready) stop and do the exercises throughout the book. But I will on second pass and they’re well worth the time. They’re hardly overwhelming but drive needed thinking.9) As at attorney who moonlights in marketing, I believe legal often is a huge roadblock in good crisis communications and I’m pleased to see the author agree. I assure folks, statements like “We’re just unbelievably sorry this happened†is not an admission of guilt that’s going to kill you in court.10) I love that the author can’t emphasize this point enough – a crisis response is about the folks implicated, not the organization. An org may well be praised for its crisis response, but that’s not the point. Those responses worthy of praise will be those which focus 1000% on those impacted and that do so with urgency, empathy, sympathy and emotional relatability.11) The author nails it again in discussing the issues of honesty and transparency. To the extent you can be fully transparent – i.e. say everything you know, release all pertinent documents, etc. – that’s terrific. But there are plenty of situations which complete transparency is either harmful or inappropriate. BUT – that doesn’t mean you get a pass on honesty. Love how the author emphasizes the notion that if you’re going to hold something back, say so publicly. If you can say what you’re holding back, say that too. If you can say why, add it. Don’t ever lie.12) As the author so wonderfully notes, part of being crisis-ready means everyone involved in communicating the crisis having a complete understanding of the business’s main initiatives. Yes, the relevant subject matter experts are going to be called on, but one cannot afford a situation in which the lead crisis communicator has never heard of the project that is the proximate cause of a pending crisis.13) The author is magnificent in reviewing the mediums of communicating crises. She’s right on that it’s crucial to have a sense of whether certain stakeholders will expect to hear news early, or via a particular medium. In my view, she’s also spot on that the press release is of least relevance, and that the website needs to be the hub of a crisis response.14) I haven’t seen this before and it’s masterful. Most of the time in the communications industry, “crisis†is defined by the agency in a contractual sense – e.g., if x,y,z, it’s crisis and a new rate applies. We do that, and I feel fine about it, we’re flexible, but we’ve worked exceptionally hard to calibrate that definition. But the author dives into the substance, demarcating “crises†and “issues†in a scientific way and shows and how the definition of a situation of a may change with circumstances.15) As a quant at heart, I can’t tell you how much I appreciate the author’s efforts to quantify the impact of crisis response, offering sensible equations for both a hard and soft “crisis Response Penalty.â€16) Crises are almost by definition extraordinarily emotional, and the author is at her best in never losing sight of that. Indeed, an admirable portion of the book deals with human psychology, the realities of irrationalities, etc.17) The author puts forth a magnificent five-stage model of becoming truly crisis-ready. I feel like I’ve written a novella already and hence won’t lay that out and spoil it, but suffice it to say, it’s brilliant.18) I’ll end with a theme that permeates the book and which I personally couldn’t agree more with. No one hopes for a crisis, but if you’re crisis-ready, you have a chance to show the world the following brand attributes: Communication, Respect, Investigation, Showing (strong, emotionally intelligent leadership), [ability to] Issue-Manage and Sustainability.I’m not certain I have the right words to convey how strongly I recommend that all organizations read this book now and implement as much of it as they can, as quickly as they can. This one is a classic that will live on. I look forward to reading it again and referring to it often. Thank you, Melissa!
Having worked with thousands of businesses all around the world there is one thing that they live in FEAR of and that same thing is something that they rarely put any time into being ready for. The reality is that things can go wrong and things probably will go wrong throughout your business journey and being ready, ready, ready for these situations is something that is completely in your control.In "Crisis Ready" the author does a marvelous job of taking a complex and challenging subject and turns it into something that is manageable, process lead and (dare I say it), actually kinda fun. Through working through the book I quickly realised that being "crisis ready' is far more than being prepared for if and when something goes wrong. I learned that being ready for a crisis means that I have a more robust business, my team are more confident in their actions and can perform with more posture and stature within their daily roles. The results of instilling a culture of crisis readiness has meant that we are braver, leaner and our business is continuing to grow, with added feeling of the fact that all our hard work is protected if something does go wrong.This is essential reading for every business leader that would like to have a business for the long term, that is built to weather the storms of the modern landscape, the empowered consumer and viral nature of bad news.What I love most about this book is the way in which it is laid out - its beautiful to look at, has practical infographics and is consumable in clear chunks. I feel instantly smarter from reading it!
An effective response to a crisis starts long before it occurs, as a police officer with over 27 years of experience and with several years as a Public Information/Social Media Officer, I can say that the hardest thing to do is to prepare for the unknown.This book is key to all police administrators to understand the current dynamic of communications in today’s world. It provides clear examples of why it’s important to build relationships with your community and stakeholders and the importance of updating your communications strategies.Crisis Ready helps you create a culture to mitigate risk in real time, understand expectations, and make smart decisions quickly.
I honestly didn't think I'd enjoy a book about crisis management as much as I did. The author does a fantastic job of sharing case studies and stories while explaining what worked and didn't work with each incident. Also the model / framework for crisis readiness is the perfect thing to have posted in your cubicle so you know exactly how to prepare.
A very well written and practical book. Melissa did an excellent job of using her years of experience and knowledge gained through acting as a crisis management expert to write a very informative, practical and comprehensive book. I enjoyed reading the recommendations and real stories, which Melissa used to emphasize her recommendations. The chapters cover a wide range of topics and the reader is able to apply the knowledge immediately. Well done Melissa!
It’s not often a business book is a page-turner that leaves you staring at walls and running through hypotheticals in your head. But Crisis Ready is that book. The writing style is casual and genuine. The advice is backed by years in trenches and war rooms. The homework is immediately applicable. And most importantly, Crisis Ready gives you the ingredients to build the culture your company needs, and your customers deserve.Don’t skim it once and leave it on a dusty shelf. This is an action book! Read it, use it, share it.
You'd think a book on crisis preparedness would be boring - most are. Not "Crisis Ready". It's engaging, fun, captivating, and energizing... all while providing business strategies that are directly relatable and applicable. I highly recommend this read for the whole team - in every department! It was a fun read!
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