November 28, 2018

Originally published on PR Daily

Under the pressure of a crisis, how a company responds is almost always the same: a knee-jerk response that tells their side of the story.

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November 19, 2018

Developed by language and messaging firm maslansky + partners and based on 20 years of studying the effectiveness of different approaches to crisis response, Dynamic Response™ uses algorithms to match the appropriate messaging approach to the specific details of a company’s crisis or issue to ensure the content and tone of the response is pitch-perfect.


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October 31, 2018

(Originally published on O'Dwyers PR.)

“Give me six hours to chop down a tree and I will spend the first four sharpening my axe,” said Abraham Lincoln. Similarly, the key to successful crisis management is the kind of solid preparation that can turn a negative event into a positive message about your company.

Here are ten questions to assist you in turning a potential reputational disaster into branding gold.

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October 04, 2018

(Originally published on Industry Week)

Language Strategy is the laser-sharp phrasing of a corporate apology statement, or the product name that resonates. 

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October 16, 2017
Last week, Dove posted an ad showing a black woman taking off her shirt to reveal a white woman underneath, and people rightfully went wild. The backlash prompted the removal of the ad, a subsequent apology for racial insensitivity, and an incalculable amount of reputational damage for a brand built on “real beauty”.
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October 10, 2017

Dara Khosrowshahi’s apology to the people of London was a refreshing change in tone for a company that previously hadn’t ceded an inch of ground in defense of its aggressive growth strategies.  While the statement was a step in the right direction, it shows that the company still has a lot of work to do.


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October 04, 2017

“Biased!” “Out of context!” “Unfair!” “Untrue!”  


These are some of the most common reactions from companies in the heat of an ongoing crisis. Their knee jerk-response is almost always the same. “Tell our side of the story.” “Get the facts out!” Or, “Point to who’s to blame!” 

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September 26, 2017

News broke on Friday of yet another setback for tech giant Uber – this time, regulatory authorities in London declined to renew Uber’s license to operate in the city. (new York times article:


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September 21, 2017
What did Equifax (EFX) executives know about the cyber hack of 143 million accounts and when did they know it?
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If crisis response is so obvious, why do so many people still get it wrong?


In a consumer-controlled, activist-driven, media-frenzied world, more and more industries and organizations are being put under the microscope. Flaws, real or not, are scrutinized and attacked. And you only have to take a look at the lines (or lack of) at your nearest Chipotle to see the impact of a true crisis on your bottom-line.

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