named us the fastest growing PR firm in the country (which isn’t that impressive when one considers we started with no billings whatsoever. But, still….). I digress. Our firm shot through the PR firmament like Halley’s Comet. And then, just as suddenly as it had all started, the dotcom bubble burst. One $35,000 per month dotcom client after another either declared bankruptcy, stopped all work or, in the case of a true dotcom wanna-be, took us to court demanding restitution (we won). Thankfully, I had managed to attract, and win, blue chip clients such as Steelcase and GE (the latter courtesy of The 10 Company’s Valerie Di Maria. Thanks, Peppercomm’s Val). And my superb partners took it from there. Fast-forward to today and tomorrow. Peppercomm’s success has always been furled by innovative products and services (some of which exceeded beyond my wildest dreams while others withered and died on the vine). We’ll be building on a 23-year record of innovation by introducing a first-of-its-kind societal crisis offering next week. Called StandSmart (sm), the service will provide CCOs, CMOs, CHROs, CEOs and boards of directors with:
- A predictive, data analytics tool that anticipates relevant industry and societal crises as they initially bubble up (Think: NAFT, separating children from their illegal immigrant parents, mass shootings and trade wars to name just a few).
- An overlay to any organization’s existing crisis response/management plan that leverages the company’s higher purpose to respond quickly and accurately to any news, false or otherwise. Google’s response to last week’s POTUS attack is a superb example.
- Sitting down with the client and her team to identify each, and every, issue that is relevant to the organization and preparing responses in advance, and in cooperation with the in-house general counsel and CEO.