When it comes to marketing, most of us plan for growth — not for disaster. But as Michael Kempner, Founder and CEO of MikeWorldWide (MWW), explains in his conversation with Mari-Liis Vaher on the Powerful Marketing Tips Podcast, a crisis plan isn’t a luxury. It’s essential for survival.
With more than 37 years of experience guiding Fortune 500 CEOs, global organizations, and political leaders through high-stakes situations, Michael has seen how reputation can be destroyed or strengthened in moments of uncertainty. He shares how every marketer can prepare for crises, protect brand trust, and turn challenges into opportunities for long-term growth.
Why Crisis Planning Matters
We all live in a world of permanent crisis, says Michael. What once affected only large corporations now impacts small businesses and individuals alike. A single negative review, supply chain issue, or viral post can harm your reputation overnight.
That’s why having a crisis communication plan is as important as having business insurance.
Preparation helps you respond quickly, maintain trust, and act with empathy when things go wrong.
“It’s not a question of if a crisis will happen, it’s when,” Michael says. “The only insurance for your reputation is having a plan.”
Key Takeaways from the Episode
1. Trust is the foundation of every brand
Customers may forgive mistakes, but not dishonesty. Transparency, speed, and empathy matter more than perfection. As Michael explains, “People buy from companies they trust, not just those with the best features.”
2. Build relationships before you need them
Don’t wait for trouble to connect with stakeholders, media, or community partners. People who already know and respect your brand will give you the benefit of the doubt when things get tough.
3. Internal communication is just as important as external
Employees are your most powerful advocates during a crisis. Keep them informed and involved so they can share accurate information and protect your reputation from the inside out.
4. Marketing belongs at the crisis table
Marketers understand the company’s voice and public channels better than anyone else. Michael encourages every business to involve marketing teams in crisis planning and response:
“They know how to speak to your audience — that’s your lifeline when trust is at stake.”
5. Social media and AI are reshaping crisis communication
Social media can amplify a crisis but can also help manage it if used well. Michael warns that misinformation and deepfakes are growing threats, but AI also brings tools to track sentiment and manage reputation more precisely. The key is vigilance and authenticity.
6. A crisis can strengthen your brand
Handled correctly, a crisis can showcase your company’s values and leadership. “If you just do the right thing,” Michael says, “99 out of 100 times, it will be okay.”
How you act during tough times determines how your business is remembered afterward.
Key Timestamps
02:00 What counts as a crisis today
06:00 Building trust and relationships before you need them
11:00 How to create a practical crisis communication plan
17:00 Marketing’s role in crisis management
22:00 Managing social media, AI, and misinformation
30:00 Lessons learned: how preparedness builds resilience
32:11 How prepared companies build lasting trust
Memorable Quotes from Michael Kempner
- “A good reputation gives you license to operate, but a great reputation gives you license to thrive.”
- “If it makes sense, do it. If it doesn’t, don’t. Just do the right thing.”
- “It’s not about having all the answers. It’s about being honest and showing empathy.”
Get to Know Michael Kempner
Michael Kempner is the Founder and CEO of MikeWorldWide (MWW), an award-winning integrated PR and marketing agency operating in the US and UK.
He is a nationally recognized authority on reputation management, crisis communication, and corporate responsibility, and has counseled some of the world’s most prominent executives and organizations.
Michael has been named PRWeek’s PR Professional of the Year twice and was inducted into the PRWeek Hall of Fame in 2020. He has served on national boards and was appointed by President Obama to the White House Council for Community Solutions and as a Governor of the US Agency for Global Media.
🌐 Website: mww.com
💼 LinkedIn: Michael Kempner
📸 Instagram: @mww_pr
What Inspires Michael Into Action:
🎵 Favorite song: Beautiful Day – U2 (By clicking the link you’ll find the complete Spotify list of all Powerful Marketing Tips podcast’s guests favorite songs)
💬 Favorite quote: “Leadership is the art of men doing what you want because they want to do it.” – Dwight D. Eisenhower
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