The Leading in a Crisis Podcast

EP 61 Building Brand Resilience Before Crisis Hits, with Tiffany Muehlbauer

Send us a textWhat happens when crisis hits your business and the only information people can find about you online is that negative event? In our conversation with communications expert Tiffany Muehlbauer, we dive deep into her innovative "Pool Theory" concept that's changing how organizations approach crisis preparation.The Pool Theory isn't about shouting louder when trouble arrives—it's about creating enough momentum in your brand presence beforehand that disruptions barely make waves. For small businesses and entrepreneurs feeling overwhelmed by limited resources, Tiffany offers practical, implementable strategies. One client transformed their visibility with just three consistent actions: highlighting one client win monthly on their website, sending one monthly newsletter, and posting once weekly on LinkedIn. Within six months, they saw tangible results and new business opportunities. The key isn't being everywhere at once—it's identifying where your audience engages and maintaining an authentic, consistent presence there.You can find Tiffany's new book, Pool Theory, on Amazon or at thepooltheory.com. Find Tiffany at ArmaCommunications.com.Email the show via Tom@leadinginacrisis.comReach Marc Mullen at marcmullenccc@gmail.comWe'd love to hear from you. Email the show at Tom@leadinginacrisis.com.

EP 60 The Hidden Patterns Behind Effective Crisis Communications with Jeff Hahn

Send us a textBehind every crisis response lies hidden patterns that determine success or failure. In this illuminating conversation, crisis communications expert Jeff Hahn pulls back the curtain on these patterns, sharing insights from his book "Breaking Bad News" and his decades of experience in the trenches of corporate crises.Drawing from his 15 years at Motorola handling everything from hazardous material spills to workplace violence, Hahn reveals how his fascination with crisis communications evolved into a seven-year journey to decode the science behind breaking bad news effectively. His research is remarkably precise – analyzing 505 NPR interviews to identify exactly six question types journalists ask in a predictable sequence, and categorizing precisely 16 message types organizations can deploy during a crisis.At the heart of Hahn's approach is his "3M Model" – Message, Messenger, and Method. This framework challenges conventional wisdom, particularly around who should speak during a crisis. While many organizations instinctively push their CEO forward, Hahn argues this often backfires, citing BP's Tony Hayward's infamous "I'd like my life back" comment as a cautionary tale. Instead, he advocates for strategic messenger selection and careful war room composition, where lawyers provide counsel but don't dominate the response strategy.You can reach Jeff Hahn at jeff.hahn@hahn.agency.Reach Marc Mullen at marcmullenccc@gmail.comReach Tom Mueller at tom@leadinginacrisis.com.We'd love to hear from you. Email the show at Tom@leadinginacrisis.com.

EP 59 Which CEO did it better, Round 2 - the Air India plagiarizing scandal

Send us a textWhen does crisis preparation cross the line into inauthentic communication? The recent Air India crash that claimed 270 lives sparked a fascinating controversy when their CEO's statement appeared virtually identical to American Airlines' earlier crisis statement.Crisis communications experts Tom Mueller, Mark Mullen, and guest Destin Singleton dive into this nuanced debate with different perspectives. Is this merely a "tempest in a teapot" where effective templates were repurposed appropriately? Or does it represent a troubling lack of authenticity at a moment when grieving stakeholders desperately needed genuine communication?The conversation explores compelling angles often overlooked in corporate communications analysis. Was delivering the statement exclusively in English appropriate for an Indian audience? How does cultural context affect our perception of "stiff" versus "professional" delivery? And what happens when stakeholders notice similarities between crisis statements, potentially creating a secondary crisis of trust?Most fascinatingly, the discussion ventures into AI's emerging role in crisis response. Could AI-generated spokespeople delivering perfectly crafted statements become commonplace? Should they? The ethical implications are immense as organizations balance efficiency against authenticity in their most vulnerable moments.If you'd like to reach out to Destin Singleton, find her at www.emiccomms.comReach Marc Mullen via email at marcmullenccc@gmail.comHave thoughts to share or a new topic to recommend? Email Tom at tom@leadinginacrisis.com.We'd love to hear from you. Email the show at Tom@leadinginacrisis.com.

EP 58 Kerrville, Texas July 4 flood - crisis communications review

Send us a textA wall of water 40 feet high. Spotty cell service. A holiday weekend. These factors converged to create one of the deadliest flooding disasters in Texas history this July 4th weekend, claiming over 100 lives along the Guadalupe River, many of them young campers at Christian summer camps with century-old traditions.We take you inside the communications response, examining how communications flowed during this complex, multi-agency effort in a race to save lives and reunite families. From press conferences that sometimes seemed choreographed for political visibility to the notable absence of a dedicated Public Information Officer coordinating the response messaging, we analyze what worked and what didn't in this complex emergency communications scenario. The state-level response showed impressive command of facts and empathetic delivery, while local briefings sometimes struggled with cohesion and clarity.For families who sent their children to summer camps along the river, this disaster represents an unthinkable tragedy. Our hearts go out to those affected, including the emergency responders now facing the psychological impact of recovery operations. We discuss resources for addressing PTSD in crisis responders and point listeners to our previous episodes covering mental health aspects of disaster recovery.Our guest today is Destin Singleton, principal at Emic Communications in New Braunfels, Texas. Reach out to Destin at www.emiccomms.com We'd love to hear from you. Email the show at Tom@leadinginacrisis.com.

EP 57 Which CEO did it better - American Air or India Air?

Send us a textWhen disaster strikes, every word matters. The recent Air India crash that claimed 270 lives has revealed a fascinating behind-the-scenes look at crisis communications - their CEO's statement was virtually identical to one previously delivered by American Airlines following their own tragic incident. This apparent copy-and-paste approach has ignited debate across social media, with critics creating side-by-side comparisons of both CEOs' delivery styles and questioning the ethics of reusing crisis messaging. But does originality truly matter during a crisis, or is effective communication the ultimate goal regardless of its source? As we analyze this controversy, we unpack why the content of a statement might matter more than its originality, especially when lives have been lost and stakeholders need immediate, transparent information.The incident highlights a critical aspect of crisis preparedness that every organization should implement: having template statements ready for deployment. The impressive speed with which major airlines like Southwest, American, and Air India have issued statements following incidents demonstrates the value of advance preparation. Your crisis communications plan should include pre-approved templates for your most likely scenarios, allowing your team to quickly customize and deploy messaging within those critical first hours.We also touch on the emerging role of artificial intelligence in crisis communications. Could AI have helped generate Air India's statement? As communicators, our challenge isn't whether AI will replace us, but how we can harness its capabilities to enhance our work. The question becomes: will you be a victim of technological change, or will you master these tools to become more effective?Want to discuss crisis communications strategies for your organization or share your thoughts on this controversy? Email tom@leadinginacrisis.com - we'd love to hear from you and possibly feature your questions in an upcoming episode.We'd love to hear from you. Email the show at Tom@leadinginacrisis.com.