Volvo Fails Crisis Management 101

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    How poor preparation led to a reputation-damaging viral video.

    Swedish automaker Volvo is under fire this week after demonstrations of their much-hyped safety systems backfired several times in front of a crowd of journalists. Compounding the issue is the response from the Volvo spokesperson, who violated Crisis Management 101 rules big time with his response after a particularly jarring incident. Check it out:

    By (apparently) neglecting to prepare its spokesperson for the fairly predictable possibility of mechanical issues during a demonstration, Volvo has unleashed a viral video that’s drawing loads of negative attention worldwide.

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    For more resources, see the Free Management Library topic: Crisis Management

    [Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, and author of Keeping the Wolves at Bay – Media Training.]