The following are supplemental files referenced within the book
Executing Crisis: A C-Suite Crisis Leadership Survival Guide
By Dr. Jo Robertson
Crisis Management Expert
Executives can often find themselves bombarded with questions from the media in the face of a crisis. To help combat the media our crisis management experts can help executives navigate through a crisis when making a press statement.
Here are two audio clips from Rich Rowe’s press conference following the Arkema Crosby crisis referenced in section 9.2.2 illustrate what it sounds like in a phone interview or press conference when your spokesperson staples his/her press statement together.
Click here to view the video: DC Wharf.
For ease in accessing the hyperlink examples cited in the body of the book, we have included a consolidated list here:
Fig. 2-1. Erik Qualman’s Socialnomics video clip can be found at
Fig. 2-2 Video clip of Dallas Fox affiliate poking fun at its embrace of social media can be found
Fig. 2-3. Detail on the most popular social media channels can be found at
Fig. 2-4. Detail on the most popular platforms in France can be found at
Fig. 2.5. ASUS “fail” courtesy of Bernstein Crisis Management blog at
Fig. 2-6 Melissa Agnes video clip can be found at
Fig. 2-7. A video clip of the real Gary Southern press conference can be found at
Fig. 2-8. Tom Hansen’s parody of Gary Southern can be found at
Fig. 2-9. News coverage of NYC KFC/Taco Bell rat problem at
Fig. 3-1. Video coverage from the fire at Crosby can be found at
Fig. 3-3. Video of Rich Rennard answering media questions the day of the first explosion can be
found at https://www.youtube.com/watch?v=zs5cExp-OFA
Fig. 3-4. Screen grab from a Rachel Maddow MSNBC broadcast showing Arkema’s one-page
overview on Crosby verbatim. https://www.youtube.com/watch?v=_UvL-io4KWk
Fig. 3-5. Detail from the publicly available one-page overview for Crosby.
Fig. 3-6. Detail from the Arkema Crosby plant one-pager available online during the crisis.
Current one-pagers for each site can be found at https://www.arkema-americas.com/en/arkema-americas/united-states/
Fig. 3-7. Detail from the Arkema Crosby plant one-pager focusing on community involvement
and available online at www.arkema-americas.com during the crisis.
Fig. 4-2. Imamu Baraka’s patient dumping video can be found at
Fig. 8-1. Audra D. Bridges’ video of Dr. David Dao being dragged of a United plane can be found at https://www.cnbc.com/2017/04/10/video-surfaces-of-man-being-dragged-from-overbooked-united-flight.html
Fig. 8-3. Lululemon’s victim-blaming apology can be found at
Fig. 8-4. Brown’s Bar offers an insincere apology at http://vimeo.com/44816688
Fig. 9-1 Memorizing can make you sound robotic. See
Fig. 9-2. Look them in the eye at https://www.youtube.com/watch?v=lc3UZ0lWNng
Fig. 9-3 Pinstripe shirt jitter at https://www.youtube.com/watch?v=jXEgnRWRJfg
Fig. 9-4. Sit on your coat tails at https://vimeo.com/67010349
Fig. 9-5. People with dark skin tones may want to be careful wearing white unless the photographer can adjust for skin tone. See guidance from Elena Wilkins at https://digital-photography-school.com/how-to-photograph-mixed-skin-tones/
Fig. 9.6. More guidance on exposing for darker skin tones at
Fig. 9-7. Viewers want to see your eyes https://www.youtube.com/watch?v=zs5cExp-OFA
Fig. 10-1. SimpliFlying slideshare at https://www.slideshare.net/shanxz/asiana-flight-214-crash-in-sfo-crises-management-case-study-and-analysis
Fig. 10-2. SimpliFlying analysis indicates the public flocked to Asiana’s social media sites to try
to get their information from the company itself.
Fig. 10-3. SimpliFlying example of inaccurate reporting by an eyewitness whose erroneous
account was picked up by the media because the company didn’t step forward with accurate
Fig. 10-4 The talking hat can be found at https://www.youtube.com/watch?v=p-8pz7Ot-WI
Fig. 10-5. More on the Spirit of Justice statue at the State Department can be found at
Fig. 10-6. Too visually interesting at https://www.youtube.com/watch?v=Z41A3p-L0fE
Fig. 10-7. Minimal techniques for better lighting can be found at
Fig. 10-8. Minimal techniques for better lighting can be found at
Fig. 10-9. Minimal techniques for better lighting can be found at
Fig. 10-10. Reading from a script does not look sincere – see http://vimeo.com/44816688
Fig. 10-11. Blue Bell video clip done simply at https://www.youtube.com/watch?v=yphTqJmVD1A
Fig. 10-12. Pepsi bottling process video clip demonstrated beyond all reasonable doubt that a syringe could not have been inserted during the bottling process at
Fig. 10-13. Example of a spokesperson with no avenue for escape at https://www.youtube.com/watch?v=WVRhn7Nja5g
Fig. 10-14. Try not to talk yourself into a corner at https://www.youtube.com/watch?v=Tk_EBNLyqxw
Fig. 10-15. Spokesperson absent a wingman to recognize when the messages had been delivered and there was nothing left to gain at
Fig. 10-18. Ill-informed analysts will fill voids at https://www.youtube.com/watch?v=_82Tf1x18n0
Your Crisis Management Expert
EXECUTING CRISIS provides the guidance needed for executing on that need. Dr. Jo Robertson, is a leading expert in crisis management. His book lays out the key concepts that business leaders need to apply to their own organizations so they don’t have to rely on outside crisis advisors to swoop in and save the day. Get your copy of EXECUTING CRISIS today so you can be ready to manage any crisis!