Robert: If you don’t tell your own story, someone else will tell it for you.

Brad: Absolutely.

Robert: If something is happening around your company and you’re not out there, your competitor, an upset customer, they will tell that story for you.

Brad: One crisis.

Robert: Right. If you do not define yourself, if you haven’t defined yourself in the bio, the description on your webpage, all your social media, somebody is going to define you in the terms that you do not like.

Brad: And it’s a daily thing or a weekly thing for companies out there in the digital world. You say it all the time. Be your own publisher. Be your own – pump out good quality content. What does that mean? Well, that’s back to audience speak and understanding all that. We’ve talked to that ad nauseam.

But you’ve always said – we’ve had a couple of clients where there has been a midlevel crisis I would say because of a couple of complaints.

Robert: Yeah.

Brad: What are some of the things that happened that we had to spend six months fixing it?

Robert: Well, they sat with the lawyers for days. Days, twiddling thumbs. You cannot do that. Literally, it’s seconds. There are precious seconds or you’ve lost it. It has gone away on you. You have to immediately show that you are what – you’re aware of the problem. You’re dealing with the problem. You don’t have to take a stance about the problem necessarily. But you better show people that hey, we’re on it.

Brad: You got to have a plan.

Robert: Right.

Brad: Right? The bottom line is in – United Airlines.

Robert: Yes.

Brad: In a matter of seconds, literally seconds, maybe minutes on the high end, their reputation was destroyed when that gentleman was taken off the plane.

Robert: Well, I mean here’s what every company, anybody in business needs to know and they need to – they need to school their – all of their employees on it. You’re always on camera now. You’re on – it is –

Brad: Every action.

Robert: Every action you take is being scrutinized by someone who has got their cell phone out. It’s going to be on social. It’s going to be – you need this awareness that you are always on. You’re always subject to being criticized, evaluated and hey, sometimes, good things happen and people put them off as well.

Brad: And guess who else has got that camera. Your competitors and that’s the whole key of the discussion is putting yourself out of business before they do.

Robert: Yeah.

Brad: So have those conversations.

Robert: Oh, and, you know – hey listen. If I’m a guerilla marketer and my competitor, like a United, that happens, oh, I’m going to get out there on the backend of the dark web and everything else.

Brad: Yeah.

Robert: And I’m going to really –

Brad: Lots of stories.

Robert: Yes. I’m going to really boost that.

Brad: Lots of stories.

Robert: I’m really going to help it.

Brad: Yeah.

Robert: Yeah. So there are a lot of people that are better than the Russians at this.

Brad: Yeah. And they do it every day.

Robert: Yeah, yeah.

[End of transcript]