Video

PR guru shares tips to saving your brand from a crisis

May 19, 2017

Ellen Hartman, CEO of Hartman Public Relations, taught the attendees of this year's Restaurant Franchising & Innovation Summit in Dallas about the importance of having a risk-management plan. Key steps, however, to defusing any negative event, from a food safety issue to a security breach, is to be transparent and issue a sincere apology.

"The quicker you make it, the faster it goes away," said Hartman, who has worked for Olive Garden, Popeyes, Church's, Arby's, Coca-Cola and the National Restaurant Association.

"Don't not speak because of legal concerns," she said. "That's a sure way to lose in the court of public opinion. Never say the words, ‘no comment.' It makes you look guilty."

Watch her presentation below.