Crisis Averted: PR Strategies to Protect Your Reputation and the Bottom Line Hardcover – July 27, 2021

Crisis Averted: PR Strategies to Protect Your Reputation and the Bottom Line, by Evan Nierman, provides deep insights and practical advice for anyone who needs crisis public relations. And, who might that be? Well, everyone, according to Nierman. He’s right, of course. Every business, and certainly every famous person, will have a public crisis that threatens to ruin their reputation. Nierman’s career has been devoted to averting such media meltdowns. (Disclosure: Nierman is married to my cousin, but in the spirit of getting my side of the story out early, I wanted to state for the record that I really like this book anyway.)The book is a fast read. It’s well-written and compelling. Nierman uses many real life case studies to illustrates his various points. He talks about the restaurant with roaches that gets ambushed by the local news, the school that’s on the verge of being defamed by a major newspaper, CEOs caught (literally) with their pants down, and on and on. It’s fun to read, partly for the very reason Nierman says that such stories make for great copy: Schadenfreude. You want to see the millionaire CEO get what he deserves—except, as Nierman notes, the sensational stories that get out in the news are often not true or highly distorted.As a crisis PR advisor, Nierman’s job is to mitigate the damage. In contrast to a regular PR person, whose mission is to get the client into the news, Nierman’s mandate is often to keep the client out of the news. This is not always easy, but the book highlights how it is possible to negotiate with reporters and establish parameters of what will be fair to report and what would not. It’s not easy, and it’s extremely clear from the book that only an experienced crisis PR person will have what it takes to get the job done. As he comments, many PR firms say they do crisis work, but not all are truly qualified.One of Nierman’s main points is that it pays to be prepared. Waiting until a crisis is unfolding is not a good time to start shopping around for a crisis PR firm. Instead, ideally, such a firm will already be on retainer. And, that firm will have worked out what sort of crisis might erupt. This is not magic. A construction company, for example, is likely to have a crisis around worker injuries, safety practices of construction defects. Nierman’s firm, and those like them, can prepare press release, talking points, media training and so forth to get key stakeholders ready to respond.Then, timing is critical as the crisis comes to life. Nierman explains how his team puts a plan in place and executes a careful media messaging strategy with a designated spokesperson. The main weapon? The truth… Yes, despite the “spin doctor” reputation held by some firms, the truth can make a bad story manageable. He suggests, if the news is bad, get it out. Own it and explain how the problem will be solved. This enables the client to control the narrative. This is crucial, as the media will define the narrative if no one else does.The book also describes a fascinating dynamic between lawyers and PR people. Litigation PR is a close relative to crisis PR, but often times, a company’s counsel will advise their client to say nothing in the media. This may be a good approach, but it can lead to a situation where a company’s reputation gets damaged badly as they wait, sometimes for years, for their day in court.In discussing this issue, Nierman points out how the PR game has changed in recent years. The Internet has made communication so instant that bad stories can get out in minutes and stay on the Web forever. Yet, at the same time, the audience’s attention span is so short that even the slightest whiff of a story being old news can effectively kill it. This is the subtle zone where the crisis PR person operates.

Crisis Averted: PR Strategies to protect Your Reputation and the Bottom Line by Evan Nierman in this book we find multiple advice given by showing us different cases and situations about de PR crisis that can develop in this modern, well-communicated world, where people can misunderstand a concept or they are just mean and want to hurt someone by making statements about others that are not really the truth and destroying their reputation, this is what we need to be prepared to fight before it happens. That is exactly what this book is trying to do, gives a before the sight of things that can harm us in this way to avoid them or at least to be able to fight them in a better way. The book is well written and easy to follow and it is full of know-how to do solutions.

This book is a roadmap to reputation salvation. The strength of this book lies not just in its analytical depth but in its relatability. Drawing from real-world examples, the book does an excellent job of dissecting the anatomy of PR catastrophes, making the intricacies of reputation management accessible to both the PR novice and the seasoned professional. The various case studies not only serve as cautionary tales but also as opportunities for learning, as the reader gets an insider's view into the what, why, and how of some of the most memorable PR blunders of recent times.In a world of 24/7 news cycles, where narratives are built and shattered in the blink of an eye, "Crisis Averted" is an indispensable ally, which embodies the very essence of effective communication through clear strategies and smart tactics. And in doing so, it equips readers with the tools and mindset to not only survive the tempests of bad press but to emerge from them stronger and more resilient.

CRISIS AVERTED PR Strategies to “Protect your Reputation and the Bottom Line” ISBN: 9781642252576 Published by Advantage Media, copyright and written by Evan Nierman.The author opens the book with an introduction: A Crisis Averted Followed by PART I: An Introduction to Crisis PR, and four chapters; PART II: Bad Things Happen to Everyone with 3 chapters; PART III: Crisis Control and 4 more chapters. An Afterword closes the presentation.“This profession centers upon high-stakes and high-profile situations that are hard to forget but are often best handled quietly without the world ever knowing or truly understanding what took place behind the scenes” and explains the procedure employed here. The author explains that good crisis management requires an empathetic individual who is cognizant of all the possibilities involved in all aspects and is a master of nuances when dealing with the situation. “Your client’s success can often hinge upon those subtle distinctions in the way you frame arguments, describe situations, and talk about companies.” You must know your subject matter!!You also need to be willing to go help even though the call comes in the middle of a family reunion, or other you’re enjoying. You need to be able to converse comfortably with a high profile CEO as well as a blue collar worker and if the guy you’re trying to bail refuses to listen to you be willing to walk away. You also take the job because you believe in the guy who needs help and be willing to fight nasty opponents including reporters.“A crisis is anything that is going to give people an inaccurate negative view of you or your company. If that is the situation in which you find yourself, then you had better not retreat into your shell, because it is not going to protect you. Instead, take a positive step toward keeping your reputation intact and discuss your circumstances with a crisis counselor.” No longer can you simply tell the truth, you must press for the truth!!! You often must think fast, act fast and even talk fast.The number of people you are going to physically meet is a finite number, but with internet the number is billions and you are going to be painted as they wish, unless you PRESS for the truth to be seen AS YOU WANT TO BE SEEN! “Share with care and Post with Purpose”Before facing any crisis situation, “formulate a clear and positive message”. Without such a clearly defined message it is “impossible to communicate powerfully without clearly articulating a primary message!”Discussion: The author has set forth a book on how to deal with an unexpected crisis in a straightforward, easily understood manner that has gained kudos from numerous CEOs as well as individuals in other positions of importance in need of Crisis Control. The book is heavy on the importance of what the author’s particular team can offer that may be superior to that provided by others. However, in this reviewer’s estimation, it is a justifiable emphasis because of the breadth of his experience in a large number of areas and situations that crises frequently occur. This particular book is well worth reading for anyone and a must for anyone who has the misfortune to be involved in this situation..

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