10 WAYS TO LEVERAGE A SECOND CHANCE

Reputation: an organization's most valuable asset.
Recovery from a crisis is possible if approached with honesty, action, commitment and the willingness to make tough decisions.

1)  Say it loud, say it soon.
Get all the facts, then quickly apologize - and show that you mean it through action.

2) Cut ties.
Be sure that your relationships reflect the values that you want to project. Have the conviction to sever relationships with those who can damage your image.

3) Go for the bold.
Issue a definitive statement of your organization's position on the controversy. If it's a discrimination issue, release your tolerance policy; a customer service issue, consider a customers' bill of rights.

4) Lead the way.
Make sure the statement comes from executive leadership, not from a spokesperson.

5) Face to face.
Meet in person with the individual or group that has been compromised by the crisis, and apologize sincerely.

6) Seize the day.
Take a pioneering role by adopting a related cause in a public and meaningful way.

7) Shed light.
Examine carefully and openly the divisions and policies within your organization that touch upon the issue in question - from HR to accounting to customer service.

8) Open-air studio.
Create a forum for conversation among employees to air their concerns and thoughts. Agree to tangible outcomes.

9) Ad value.
Meet with advertisers, sponsor and partners to address the incident and announce affirmative changes. Consider airing and printing a topical PSA.

10) E-formation.
Create and announce a space on your website with information on the issue in question to serve as a resource center for your audience.

For more on crisis management, contact Ashley McCown at amccown@solomonmccown.com.