Speaker 1: Welcome to Otter Public Relations. I'm one of the co-founders, Jay Feldman, and crisis management expert. In this video, I'm going to be teaching you some of our secrets to managing crisis. Obviously, you want to follow some essential steps. You want to go quiet, clean up your mess. You want to initiate a communication that is apologetic, accepting the responsibility for what you've done, and then figure out how you're going to move forward and contribute to the issue at hand. Now, what they don't tell you in the textbooks is the other strategies that can be used to make a crisis go away faster and maybe even spin it in your favor. And that's what we're going to be talking about in this video very briefly. So number one is media intervention. This is where we actually work with key reporters and journalists to utilize our relationships and have them put a spin on the story, on the crisis. So it's not about what you did. It's about what you're doing, how you're actually benefiting those people, and why you can now be trusted. And this is only achieved through building those key media relationships and utilizing them in a strategic manner. Two is social hijacking. So one of the main problems in a crisis is mob mentality. A lot of people on Twitter, on Reddit, on Facebook are going to be ganging up in a negative fashion towards your brand. However, it only takes one cog in that wheel, one positive cog, to change that narrative. So by having those key people in place on social media to intervene, to let people know that they are overreacting, to let them know that you deserve a second chance and what you're doing to further the cause is going to be key in ending that conversation and helping you move forward and spin it in your favor. Working with a PR agency, we have those key people in those key positions, and we are expert communicators. So when that conversation, the mob mentality or the Twitter mob, comes at your attack, we have people in place to counter-attack, to promote the positive, to show what you're doing to further the cause, to let them know that they're overreacting and that this company or this person does deserve a second chance. These are key factors that are going to end a crisis in its tracks, and if you don't have them, a crisis could continue, could propagate, and the fire could continue to burn. You need to be putting water on the fire constantly to end the crisis as soon as you possibly can and mitigate any damage. Media intervention, social hijacking are key components to making that happen quickly and effectively. Working with a PR firm like Otter PR is a quick way to do that and an effective way to do that that's going to save you a lot of money in the long run. So if you're interested in social hijacking and media intervention, please schedule a call with our crisis management team and see if we can help. And if not, I hope this video is helpful and I hope you can implement some of these ideas on your own. And if you like this video and found any of it helpful, please drop us a like and subscribe to our channel for more information on PR and how to handle situations like this. Thank you so much and I'll see you in the next one. you