The best advice is also the hardest, especially in times of crisis – and the rules of the game are mutating – in this new social world – like never before:
Go slow. Security breaches create their own momentum. But sometimes, it’s better to take another hour, or two, or twenty.
Beware of who is involved. Organizations have many stakeholders to protect, and defend. Once law enforcement is engaged, however, there is only one way to move forward; the gray quickly becomes black and white.
Recognize the power of the individual. In face, assume every individual has the power of a crowd.
Bring in outsiders to get additional perspective. This is hard – almost impossible – to do in the face of a crisis. But if only insiders and institutional authorities are involved, there is a very real risk that only the institutional view will be represented. Consider involving people who make you uncomfortable – moralists, philosophers, communicators, advocates, theologians – who can expand a viewpoint from 20/20 to 360 degrees.
MIT wasn’t wrong, but it made mistakes, which could have been avoided with more time, more opinions, and more perspectives. Unfortunately, it’s too late to fix at least one of them.
Amy Bermar founded Corporate Ink determined to create the kind of PR firm reporters wanted to work with. She spent her first 10 years writing for dailies – in Boston, Alaska, Asia and Europe – and knew that good PR makes for great stories
20 years later – she’s built one of the tech industry’s top boutique firms. Winning the Wall Street Journal’s award for Top Small Workplaces sums up what revs her up each day: creating new markets for clients, and in the process, a great place to work.