Failed Crisis Management Leadership Hits Multiple NFL Players and Teams

Braudcast Sept 18 NFLBy Gerard Braud

The NFL crisis gets bigger in the absence of a quality crisis communications plan and good executive leadership.

Adrian Peterson and a string of other players and teams are being swept up in the crisis because as the appointed leader of the NFL, Roger Goodell failed to make the right decisions at the beginning of the Ray Rice crisis.

With each passing day, Goodell’s failure to communicate makes the crisis worse.

An expert crisis communication plan involves having a strategy that fully addresses the potential damage to an institution’s reputation and revenue. The slower an institution is to respond, the more the crisis spreads and the more damage to reputation and revenue.

What about where you work? Do your leaders have a crisis management and crisis communications plan? Do the people with the high titles possess true leadership qualities, especially in a crisis?

Most institutions fail to have a plan that would truly serve their needs in a crisis. Many have a few sheets of paper in a binder that states some standard operating procedures. These are comfort plans – they make people feel good because the word crisis plan is on a piece of paper. But experience shows that most institutions fail to write the type of deep crisis communications plan needed to handle every type of crisis they may face.

Most institutions fail to consider both emergency type crises as well as the smoldering ethical issues within the organization.

Many executives are in denial early in a crisis and throughout the crisis, as they hope and pray it will go away. Hope is not a crisis communications strategy. I believe in the power of prayer, but I also believe that your actions during a crisis can be guided by a crisis communications plan so you can eliminate the need for prayer.

The reality is, the longer it lingers, the worse it gets.

Eventually reputation and revenue are damaged significantly enough that someone at the top gets fired.

Because Goodell has been weak, the crisis has spread to other teams and players, causing sponsors to pull out or threaten to pull out.

My prediction is the NFL owners will soon be calling for Goodell to resign.

In yesterday’s blog and in radio interviews with America Tonight and NBC Sports Radio, my suggestion to Goodell is that he suspend himself for one year. You can read more from my previous entry.

Adrian PetersonWill this kind of failure to lead in a crisis happen someday where you work? It doesn’t have to if you prepare for it with a crisis communications plan and conduct regular drills that role-play various types of crises, especially those that deal with hard moral and ethical decisions.

Good crisis communications and crisis management should never be based on spontaneous decisions and strategies in the midst of your crisis. Good crisis communications and crisis management is derived from writing strong plans on a clear sunny day.

GM Hires Crisis Communication Expert

By Gerard Braud

GM Crisis ExpertGM has hired a Crisis Communication Expert to help the company communicate their way out of a crisis surrounding their faulty ignition switches, according to headlines.

Why do companies hire crisis communications experts after a crisis?

Why don’t companies hire a crisis communications expert before they ever have a crisis?

Why don’t companies write crisis communications plans so that they can manage a crisis and the communications on their own?

The story of crisis communications is much like the movie Groundhog Day. I feel like Bill Murray’s character, living the same story daily. That is because every day, another company announces they are hiring a crisis communications expert to magically make everything better after corporate executives allowed a crisis to happen.

Here is an open letter about crisis communication to corporate leaders:

Dear Corporate Executives,

Many of you make bad decisions every day. You put profits before people and when you do, you have the recipe for a disaster. GM executives decided not to spend 57-cents per car, in order to replace faulty ignition switches, because they thought it would cost too much. If they had spent the money, then:

  • People would not have died
  • A crisis would not have happened
  • The company’s reputation would not have been damaged
  • The company would not be paying untold millions to fight or settle cases
  • The company would not be getting grilled by congress
  • The head of GM would not be the butt of jokes for every late night talk show

Corporate executives should hire a crisis communication expert before a crisis happens.

Corporate leaders should hire a crisis communication expert to make sure their company has a properly written crisis communications plan.

Corporate leaders should stop relying on someone with a spreadsheet to make decisions about revenue that will later damage the company’s reputation.

Corporate leaders should hire a crisis communications expert to be the cynic at the table. That way, spreadsheet decisions do not lead to revenue decisions that have short-term gains and eventually cause long-term damage to both reputation and revenue.

Corporate executives should commit to protecting their reputation and revenue by having a crisis communication plan that guides their decision making before a crisis happens, during a crisis, and after a crisis