Survival Summit: What to do when crisis strikes (and when Trump tweets about your brand)

There’s no question: It’s not whether crisis will strike, but a matter of when. At Ad Age’s Survival Summit on Wednesday, brand leaders and crisis experts gave five key pieces of advice about what to doand what not to dowhen a problem rears its head.

Be prepared

Kelly Stepno, senior director and Washington, D.C., practice lead at Apco Worldwide, says that the key to handling crisis is to act quickly and be transparent before it escalates. “Make sure you have a plan in place so that you’re engaging quickly,” she says.

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