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Hillary Clinton’s half-hearted, mild apology is an example of what not to do in a crisis, according to L2 Founder and NYU Stern Marketing Professor Scott Galloway. What should any firm or individual do in a crisis? 1) Acknowledge the problem (i.e. admit fault) 2) Appoint CEO as the spokesperson 3) Over-correct.

Evidence that this strategy works: David Letterman and Tylenol are still thriving despite mishaps, because Tylenol pulled all products off the shelves in 1982 and Letterman apologized for inappropriate behavior on his show in 2009. On the other hand, Martha Stewart and Tiger Woods suffered because they chose denial.

 

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