For several days now, one story has dominated the headlines: a billion-dollar tech company, its CEO and Chief People Officer, and an unexpected moment on a stadium “kiss cam” that went viral. Within hours, the video was everywhere. Soon after, leadership changes were underway, and the company issued statements about a situation they never imagined.
It’s easy to dismiss this as, in the original poster’s words, “Play stupid games, win stupid prizes.”
But for business owners and leaders, this isn’t about scandal. It’s about how quickly individual decisions can impact an entire organization and everyone who works there.
Behind the headlines are employees wondering if their jobs are secure, clients questioning stability, and a brand whose credibility took a hit overnight.
This isn’t just a problem for big companies. It’s an everyday business vulnerability. And for organizations of any size, the real lesson runs deeper: personal behaviors can instantly create organizational risk.
Most large companies have crisis communication teams and legal counsel. Smaller organizations rarely do. That makes preparation the single best defense when – not if – the unexpected happens. Prepared teams protect brands. Train and plan now so you can lead clearly later.
Quick-Action Checklist: When Personal Behavior Becomes a Brand Risk
- Pause before you post. Avoid public statements unless legally or operationally required. A hold statement will usually suffice.
- Call in experts. Bring in outside PR and HR advisors immediately for objectivity and clear-headed navigation.
- Align leadership. Internal talking points should be short, clear, and consistent.
- Go quiet externally. Silence is often the best strategy to avoid fueling the story. Instead of playing firefighter, focus on your key stakeholders and core mission.
- Protect trust. Reassign roles or shift leadership if client confidence is at risk.
- Follow policy. Handle any violations through HR channels with fairness and transparency.
Why It Matters for Every Business
You can’t control people. But you can control processes and policies that minimize risk and provide stability in times of uncertainty. Clear crisis protocols, media training, and consistent communication practices aren’t just for large organizations – they’re essential for everyone.
Preparedness isn’t about fear. It’s about confidence. When your team knows what to do in a high-stakes moment, you protect your reputation, your clients, and your future.
By Cyndee Harrison, Founder of PR Shield and Synaptic
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