David Letterman, isn’t just a talk show host, he is a huge brand. He and his show are also an integral part of the multi-billion dollar CBS brand. So when a crisis hits Letterman, there are repercussions that go far beyond mere personal embarrassment. So far, I give Letterman/CBS an A+ for its crisis management initiatives. Here are the rules they have followed that apply to any corporation caught in a crisis.
1. Release the information first. By breaking the news first, Letterman defined the whole issue in the most positive terms for his side. He didn’t wait to be surrounded by reporters camping out at his house.
2. Release the information to a favorable audience. Letterman revealed all to his studio audience. They already love him and provided a sympathetic ear. Business people should select a media outlet that is also most favorable to their viewpoint.
3. Don’t sugarcoat the worst news. Letterman directly stated that he has had affairs with women staffers. Whatever is the most damaging information, be sure it comes out from your lips first.
4. Apologize for errors. Letterman apologized and said he was wrong. This makes other critics look like they are piling on for attacking him later. If your company has caused injury or inconvenience to others, apologize quickly and sincerely and you will take much of the venom out of the fangs of your enemies.
5. Change the topic. Letterman got everyone to focus on the Extortionist and off of the hanky panky. Whatever your crisis, get people to focus on your solutions, your pro-active steps—anything else!
