How do you face a crisis?

In preparation for the upcoming September 9 breakfast Crisis Communications in a Social Era, the Morningstar team provided us with a preview of what's to come:


We can all agree a company’s brand and reputation are essential for its continued success. If your business is like most, you’ve spent years building a position of respect. In a moment, a crisis can put that all in jeopardy.

In a 24-hour news cycle, a crisis does not allow for any timeouts, and it rarely is a question of if, but when these situations will arise. In recent years we’ve seen Aramark handle challenges with food quality at The K, Southwest Airlines experience a massive technology failure, and Chipolte face E. Coli contaminations.

As communicators, we can all learn from these incidents and the best practices developed over the years. Planning is key, and a commitment to transparency and accuracy is essential. Join my colleague, Brian Van Note, and I on Sept. 9 as we discuss crisis communications in a social era. You’ll head back to the office with the following takeaways:

  • Steps for creating your crisis communications plan
  • Tips for communicating effectively in a crisis
  • How to use social media to your advantage before and during a crisis situation
  • Three immediate actions steps that will help position your company for crisis communications success

We all hope we never have to face a crisis. But if we do, we’d rather be prepared than scrambling. We look forward to seeing you at Grand Street Café next month. Register today at the SMCKC eventbrite page.

About the Author: 
Tricia McKim is vice president at Morningstar Communications. For more than 10 years, she’s helped companies refine their message and communication strategy to create content that drives results.