Crisis Communication, playbook, PR, Social Media, Tips, Twitter

Prep for Your Crisis

Given the fact that I have two upcoming presentations on the topic of crisis communication, I have been wondering what actual companies do to prepare for a crisis, not just what they do when it occurs.criss

The more I research the more that I find that companies prepare way ahead of time for crises, and most companies have the same or similar planes of action.

First things first, companies need to imagine their worst-case scenarios. What are the worst things that can happen to your specific company?

Our team has decided that for Starbucks the worst-case scenarios are:

  1. Food safety
  2. Hacking
  3. Earthquake (Seattle… duh)
  4. NGOs decide to come after them
  5. Bio-terrorismCrisis

After the worst of the worst has been established companies need to figure out how they can be avoided if it is at all possible.

For example, food being handled safely is something that a company can do, they can prevent a foodborne illness. But, they cannot prevent an earthquake, however they can take precautions and be prepared for such an event.

Next, companies need to decide what their plan of action will be if one of these incidents do occur.

For example, if Starbucks had a breakout of e. coli, they would need to shut down that store immediately, and find out what caused the break out. Then they would need to recall this item.

Even prior to this, PR professionals need to choose and prepare spokespeople for each event that could possibly occur. That way everyone is prepared and will not make matters worse. They should know the do’s and don’ts when speaking to the press.


Companies should also have a sort of playbook when it comes to crises. Aka if X happens then the company follows steps 1,2,3. Press releases, social media posts, and speeches should be basically completed before any sort of crisis occurs.


All in all, companies should know what they will do if, and when a crisis occurs, because a crisis will occur. So, if you are reading this, but not really reading this, here is a list so sum up what and how a company should do to prepare for a crisis:

  • Figure out worst case scenarios
  • Create a crisis playbook
  • Train spokespeople
  • Practice your response
  • Practice again
  • And again
Adulting, Crisis Communication, Love Hate relationship, PR, Social Media, Twitter

Lady Doritos?


Pepsi is facing big backlash on a statement that their chief executive, Indra Nooyi, made.

She was telling a reporter the difference in chip eating habit between men and women, and she stated,

“[Men]  lick their fingers with great glee, and when they reach the bottom of the bag they pour the little broken pieces into their mouth, because they don’t want to lose that taste of the flavor, and the broken chips in the bottom. Women would love to do the same, but they don’t. They don’t like to crunch too loudly in public. And they don’t lick their fingers generously and they don’t like to pour the little broken pieces and the flavor into their mouth”


Then preceded to tell the reporter that Doritos is going to be launching new snacks specifically for women.

And surprise surprise, people are outraged with the idea of “Lady Doritos”… I mean myself included. I love a good bag of Doritos, finger licking and bag tipping included.

Twitter has agreed with me on this, and tweets about these so- called Lady Doritos have gone viral.  Here are just a couple thingsScreenshot (2) people have had to say on Twitter about these new Doritos.         ————>

After receiving so much backlash from Twitter and all the late night shows, Pepsi was forced to make a statement.

In their statement to Adweek they said  “the reporting on a specific Doritos product for female consumers is inaccurate… We already have Doritos for women—they’re called Doritos, and they’re enjoyed by millions of people every day.”

People are not pleased with this response from PepsiCo. They do not like that the Nooyi said they were coming out with this certain chip for women, then them turning around and denying it.

lady-doritosIn this crisis they should have communicated better what the specific snack that is or was being created for women. That way it does not seem like they are lying or misguiding their audience.

Lady Doritos are a bad idea, but lying to your consumers is also a bad idea.


College, Crisis Communication, Love Hate relationship, MLB, PR, Social Media, Sports, Uncategorized

The MLB hit a home run, but Cleveland may have struck out

Sports are a huge part of our lives. At least they are a huge part of mine.


Growing up, not only did my brother and I play every single sport that was ever offered to us, but we also watched every single sport that we could.

In my house, Sports Center and ESPN were on constantly. If there wasn’t a football game, basketball game, or baseball game playing on a network, we would be watching the GOLF Channel. We couldn’t escape it and we didn’t want to.


With how much sports are a part of our live’s and our society, it is silly that we do not notice the inappropriate things that different teams stand for. We hear about when a player sexual assaults someone, or hits there significant other, but why are we not more outraged with their names and mascots?

In particular, the Washington Redskins and the Cleveland Indians.

These names and logos are extremely hurtful to many.

Major League Baseball is finally taking steps to rectify these derogatory terms and images.

In a press release issued by MLB Communications on Jan. 31, 2018, on Twitter,


MLB Commissioner Robert D. Manfred, Jr., “announced that the Cleveland Indians will remove the ‘Chief Wahoo’ logo from their uniforms”.

The press release also spoke about how the MLB is “committed to building a culture of diversity”.


When I see teams and MLB as a whole making decisions such as this one, it makes me very happy to be a sports fan, even though it has taken them this long to do it.

Though, it is a great thing and I hope that the NFL will follow their lead, it is still a crisis for the brand Of the Cleveland Indians.

This change negatively impacts their brand and their reputation. Fans are upset with change to the team that they know and love.

The PR department of the Indians is going to have to work hard to ensure their fans that their brand will be okay. They will have to quickly choose and name a new mascot, that is both culturally appropriate and that fans can get behind. cleveland-indians-mlb-baseball-round-area-rug.jpg

If they were doing their jobs right, they have already planned for this crisis and know the steps that they will take to ease the transition for their fan base.

They need to show their fans that this is the right and ethical thing to do, but it will definitely not hurt their baseball team and their performance on the field.

It is just something that was bound to happen.

Crisis can happen in any industry and at any time, and most likely when you least expect it. Sports are not an exception.

Though I love sports, I also love when they change and evolve with our society.

Cheers to the MLB.



College, PR

Social Media is Key

This quarter I am in Central’s PR Agency class, which is a class where we get put into teams and get assigned a local company and do PR for them over the course of the quarter. This year I am in the group that has been assigned to our campus student-run life style magazine The Pulse. It is an amazing magazine, but its biggest problem is that the social media outlets for the company are not very consistent and not being viewed as much as they would like it to.

So, it’s my job to help them. I have been researching a lot about how to increase SEOs for the site as well as how to make it so more people see what they are posting on the different outlets.

While I was doing this, I found the blog by Kevin Allen, “top social media tips for PR and marketing pros” The infographic on the blog is the most helpful thing I have found so far. Not only does it give you advise about posting on each different social media, but it also tells you what days and times you are likely to get the most views.

So basically, this infographic is a godsend for me, and I hope that it helps me to help The Pulse. Now I know what kind of things get the most hits, videos, always videos. When to post these things so we can reach the widest range of people. As well as how to frame things depending on the different outlet we are using. We can post the exact same thing on all our social media platforms, but this blog helps to show how we can edit the post to fit the platform, to help us boost our SEOs.

All in all, if you are struggling, like I was to help with social media, check out Allen’s blog. It’s bomb.

Adulting, College, Living on your own, Money, PR

The Future of PR

As a student studying public relations, of course I hope to one day have a career in the PR field. So, knowing what to expect of the future of the field is important to me.

After reading the article “3 facts to consider about the future of PR” by Meredith L. Eaton,,  I have some things to consider.

  1. The fact that PR is called, well, PR.

Even in classes, we do more than just the things you expect from a PR professional.  Like the article says, “PR is becoming more closely integrated with marketing and advertising” (Eaton). We are even required to take marketing classes in order to receive a diploma that says Public Relations on it. PR as a profession is becoming more well-rounded, and I am excited to be a part of a profession that changes and grows with the times.

  1. The fact that our profession might need to take a lesson from our own textbooks.

Like the article states, “Does PR need better PR?” (Eaton). I think yes. When people ask me what my major is and I tell them, I more times than not get a ‘Really? You want to do that with your life? That profession seems a little sketchy,’ Or ‘Wow, I never took you as someone who could lie easily’. PR needs to show people that what we do isn’t malicious. I do not think of myself as a spin doctor at all, so we need to show everyone else that too.

  1. The fact that benefits in any profession are key.

Like most millennials going into a profession, the benefits that come with a job are extremely important. Money matters, but so do other things, like being able to get paid leave if I have a child (for me and my future husband), and being able to go on vacations (with that future husband). Just like Eaton says in the article, the promise of “high quality of life” is very important when choosing a field to enter into.

I’m studying PR, so I want to make sure PR is going in the same direction that I want to go in my life. This article does a good job of making me see the future of my field, and what it needs to change for me to be a happy camper (or professional I suppose).

Adulting, College, Love Hate relationship

Why PR?

Like most 18-year-old newly graduated kids, I went to my college orientation with no idea in the world what I wanted to do with my life.

At the beginning of orientation, we were told to go to the classroom that most aligned with what you believed you wanted to study. This was a very scary moment for me, a person that still had NO idea, I had even made a pro and con list of the different possibilities.

I want to be a nurse? A teacher? A business person? How was I supposed to choose something to do with the rest of my life at such a young age?

I did however know the things I liked doing.

  • Playing sports
  • Hanging out with friends
  • Talking to people
  • Experiencing new things

So, when we were told to pick where to go, I made the decision to go the classroom where they spoke of the PR and communication fields. The lady that opened the discussion lit up about the possibilities that came with a career in PR.

Everything she said related to me in some way. I knew in that moment that I would study Public Relations and hopefully one day make a career out of one of the options she presented that day.

She also spoke of how many people link a public relations major with a minor in sports management. This made me even more excited.

If I could make a life out of being connected to sports and getting to be around many different people I knew I would be happy.

So here I am now a junior in college studying public relations and sports business, all thanks to my decision to go into a random classroom at orientation.