"Respond promptly"
Crisis Management: Crisis specialist Jonathan Bernstein offers tips on communication for the tourism industry in the New Orleans region and discusses the damage to the U.S.'s image in the wake of Katrina.
Bernstein Crisis Management. He has specialized for eleven years
crisis management in the event of natural disasters, terrorist attacks and
Firmenkrisen.WW: How should the tourism industry in the New Orleans region deal with customers and tourists?
communicate in order to contain the damage to its image?
Jonathan Bernstein: It
the same basic rules apply here as for any other crisis. These
are: React promptly, the slower you are, the greater the
Damage. Be honest, don't try to mislead the public.
manipulate them, but provide them with accurate and helpful
Information. Convey the feeling that you have the problem under
have control.
WW: What should the tone be in advertisements and press releases?
Jonathan Bernstein: Man
must express its cooperation and express its concern about the situation.
and what the help to be provided might look like. Give people the
possibility to get in touch with them, either via
telephone hotline or via the Internet. An interactive component is
absolutely necessary.
WW:How can the USA repair the damage to its image caused by Katrina?
Jonathan Bernstein: The
US image is so bad internationally that this is almost only
is still a small matter. The disaster control authority FEMA had
reputation to date and was regarded as a role model for many other
organizations. That is now gone.
WW:Is there anything you can do about it?
Jonathan Bernstein: It
It was good that the old FEMA chief left, the new one will be able to
now improve something and ensure that this does not happen again.
happens by running the authority like a business. The actions
of President Bush can no longer repair the damage, he
reacted too late and this has damaged its credibility.
Interview: Gerti Schön
