Dr. Daniel Laufer, Associate Professor of Marketing at Sy Syms School of Business, was interviewed by the Israeli newspaper Ha’aretz on his area of specialization, crisis management. Laufer discussed the importance of having in place an effective crisis management plan based on a firm grasp of the psychological nature of blame. Stressing that the best way to get through a crisis is to start it with a good reputation, Laufer also urged brands to protect their reputations by practicing transparency, maintaining open and immediate communication, issuing apologizes backed up by sincere attempts at reparations, and rallying advocates to support the brand. The full text of the interview can be read in Hebrew here.


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