Word: bernsteins
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...Creed should have held a news conference or made himself immediately available to reporters, says Jonathan Bernstein, president of Bernstein Crisis Management, a California-based consulting group. But the president has yet to do so, even as new cases of E. coli are reported. "Taco Bell is hiding behind the written word," Bernstein says. "The moment there is a threat to health or safety, that mandates the involvement and personal presence of the company's president. This action communicates to the public that the company cares and it ensures stakeholders that the company is doing the right thing...
...Good crisis management consists of five basic tenets, Bernstein says. The company's response should be prompt, compassionate, honest, audience-appropriate and interactive. "The information a company releases to stakeholders like investors and employees may be different than the information released to the public," Bernstein says. The information, he adds, "needs to be released in an interactive way so that all of your stakeholders have a means to ask questions and receive answers, such as on a web site...
...Bernstein's advice for Taco Bell is to be aggressive and apologize for its poor communication. "They've already made one set of mistakes," he says. "They should come forward and say 'We haven't gotten out on the right foot, we should have had a person out front, our hearts go out to those who are ill.' If you've taken every step to prevent a crisis and to communicate it, the public is much more forgiving than...
...Neither Bernstein nor Fink knows the details of Taco Bell's current crisis. But Fink, who also oversaw crisis management for the Jack in the Box restaurant chain when its E. coli outbreak in 1993 sickened 600 and killed four children, predicts that Taco Bell's troubles are just beginning. "I can tell you right now there's going to be class action lawsuits, a lot of litigation involved, and health department investigations," Fink says. "It's going to go on for a period of years, and Taco Bell needs to be prepared for it. I don't know whether...
...asking more questions, flipping through his notebook, writing, making his typewriter crackle like marbles bouncing across a cement floor, polishing what he wrote, arguing with editors, being a general pain in the ass. The things he did, the things we do - not as brilliantly as the early Woodward and Bernstein, not as well as Johnny in full flight, but just as hungrily, just as passionately. Johnny was a lucky man; his memorial service today served to remind those of us in the tribe how very lucky...