Branding expert Karen Leland believes that even if CEO Mark Zuckerberg isn’t certain yet of all the facts, his next steps, or even how Facebook has determined to proceed, there is still a necessity for him to be seen, heard and above all communicate that he gets the critical nature of the situation. If she were coaching Zuckerberg, she’d would advise him, or any other CEO facing a PR disaster, to get ahead of the game by doing the following four things: express concern, apologize, commit to finding the facts, and present a next action. Zuckerberg needs some major media mentoring to learn how to connect and communicate. Until the culture gets fixed, the solution will remain elusive.
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