El Aguila Magazine – August 17, 2016

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8 BUSINESS/NEGOCIOS Agosto/Augost 17 - Septiembre/September 14, 2016 El Aguila Por Phillip Thune Estamos buscando culturas altas de empresas para figurarlas en nuestra lista anual. ¿Piensa que su compañía lo tiene todo? Independiente del tamaño de su compañía, carácter o la industria a la que pertenece, ninguna marca es inmune a soportar una crisis de negocio. Los resultados de un estudio del grupo ODM indicaron que 59% de las personas que toman decisiones han experimentado una crisis en su compañía actual o en la previa. Y 70 por ciento de esas compañías cierran sus negocios dentro de un año de la crisis. Sin embargo, si esto sucede, no quiere decir que el negocio está condenado a hundirse. Con la respuesta correcta, una marca puede soportar las aguas malas y salir navegando más suave que antes. Salve su marca usando estos tres consejos de crisis de comunicación. •Responda rápidamente. •Conteste honestamente. •Sea responsable. Responda rápidamente Entre más se tarde en responder a una situación crítica, más tiempo los rumores se van a manifestar y más frustrados se volverán los clientes mientras son dejados en la oscuridad—así que responda tan pronto le sea posible. Sin embargo, asegúrese que toda la información que usted está dando es verdadera y cierta ya que no quiere que una reacción apresurada le falle más tarde. Si usted todavía no tiene todas las respuestas, indique que hay un problema y que usted está trabajando para llegar al fondo del problema. Típicamente, los canales del medio social son la manera más rápida de llegar a su audiencia. La aplicación Buffer tuvo el infortunio de una falla en la seguridad que resultó en miles de cuentas posteando mensajes spam en Facebook y Twitter. Buffer inmediatamente comenzó a postear en las plataformas de los medios sociales que la aplicación había sido comprometida, también mencionando que todas las publicaciones programadas serian suspendidas hasta que se pudiera investigar más y encontrar una solución. 3 pasos claves para la Crisis de comunicación Buffer aun publicó un blog y lo actualizó cada vez que se hacía progreso en el dilema del jaqueo hasta, 10 actualizaciones más tarde, eventualmente fue resuelto. Aunque esto fue inconveniente para sus seguidores, casi toda la retroalimentación de Twitter fue positiva y alentadora, dándole gracias a la aplicación por su rápida respuesta y comunicación constante. Conteste honestamente Mientras puede ser tentador esconderse negándose a contestar el teléfono y borrando las publicaciones de los usuarios preocupados y enojados en los medios sociales, evitar solamente empeorará el tema. Demuéstreles a sus clientes que le importa, usted es confiable y los valora como a una familia proveyendo respuestas transparentes y honestas. Además, tener un equipo de crisis de comunicación antes de que una ocurra asegurara que usted tiene suficiente personal para contestar el influx de correos electrónicos, llamadas y publicaciones de los medios sociales cuando se necesite. Sea responsable Independientemente de lo que quien o que ha causado que ocurra la crisis, el líder de la organización debe siempre tomar la responsabilidad. Ya sea mediante un comunicado, video de la compañía o correo electrónico, producir una declaración asumiendo el error, sinceramente disculpándose y explicar que acciones futuras se tomarán para remediar la situación. El Comisionado de la NBA Adam Silver salvó la reputación de la asociación después que el dueño de L.A Clippers fue grabado haciendo comentarios racistas que indignó al público. Silver pidió disculpas en nombre de la organización, multaron al dueño con muchos millones de dólares y le prohibieron el basketball, declarando que la liga promueve la diversidad e inclusividad. Su reacción gano respeto no solamente dentro de la liga pero también de la sociedad entera. Como un magnate de negocio Warren Buffet explicó. “Se toman 20 años para construir una reputación y cinco minutos para arruinarla” Así que cuando se enfrente con problema, respire profundo y ponga estos consejos de crisis de comunicación en buen uso. Fuente: Best The News 3 Key Steps for Crisis Communication By Phillip Thune We’re searching for top company cultures to be featured on our annual list. Think your company has what it takes? Regardless of your company’s size, character or the industry it belongs to, no brand is immune to enduring a business crisis. The findings of an ODM Group study indicated that 59 percent of business decision makers have experienced a crisis in either their current or previous company. And 70 percent of those companies go out of business within one year of that crisis. However, if and when one strikes, it does not mean the business is doomed to sink. With the right response, a brand can withstand the troubled waters and come out sailing smoother than before. Rescue your brand using these three crisis communication tips: •Respond quickly. •Answer honestly. •Be accountable. Respond quickly The longer it takes for you to respond to a critical situation, the more time rumors have to manifest and the more frustrated customers will become as they are left in the dark -- so respond as soon as possible. Do make sure, however, all information you are providing is truthful and accurate as you don’t want a hasty reaction to backfire later. If you don’t have all of the answers yet, address that there is a problem and that you’re working hard to get to the bottom of it. Typically, social media channels are the fastest way to reach your audience. The app Buffer had the misfortune of a security breach that resulted in thousands of accounts posting spam messages on Facebook and Twitter. Buffer immediately began posting on social media platforms that the app had been compromised, also mentioning that all scheduled posts would be placed on-hold until they could investigate further and find a solution. Buffer even published a blog post and updated it every time progress was made on the hacking dilemma until, 10 updates later, it was eventually resolved. Even though this mishap inconvenienced their followers, nearly all of the Twitter feedback was positive and encouraging, thanking the app for its quick response and constant communication. Answer honestly While it can be tempting to go into hiding by refusing to answer the phone and deleting posts of concerned or angry users on social media, avoidance will only exacerbate the issue. Show your customers you care, you’re trustworthy and you value them like family by providing transparent, honest answers. Additionally, having a crisis communication team in place before one ever occurs will ensure that you have enough staff to reply to an influx of emails, calls and social media posts when needed. Be accountable Regardless of who or what caused the crisis to occur, the leader of the organization should always assume responsibility. Whether it’s through a press release, company video or email, produce a statement owning the error, sincerely apologize and explain what further actions will be taken to remedy the situation. NBA Commissioner Adam Silver salvaged the association’s reputation after the L.A. Clippers owner was recorded making racist comments that lead to a public outrage. Silver apologized on behalf of the organization, fined the owner several million dollars and banned him from basketball, stating that the league stands for diversity and inclusiveness. His reaction earned respect not only from within the league but also from society as a whole. As business magnate Warren Buffett explained, “It takes 20 years to build a reputation and five minutes to ruin it.” So when faced with trouble, take a deep breath and put these crisis communication tips to good use. Source: Best The News
El Aguila Agosto/Augost 17 - Septiembre/September 14, 2016 SCORE WORKSHOPS/TALLERES 9 Different financing options for different stages Speaker: Glenn Shell, Score Mentor, and former Bank President Date: Wednesday, August 17, 2016 Time: 1:00PM - 3:00PM Location: SCORE Westchester Office Address: 120 Bloomingdale Rd New York, NY 10605 Protecting your small business with the right insurance Speaker(s): Liam Dai, Insurance Broker and Founder of RiskBlock Date: Wednesday, August 31, 2016 Time: 1:00PM - 3:00PM Location: SCORE Westchester Office Address: 120 Bloomingdale Road White Plains, NY 10605 Do you know the difference between the role of Angel investors, Venture Capitalists, Partners, Banks, Loan brokers, the SBA, and organizations such as Community Capital and NYBDC? And, if so, do you know which one would be the best financing option for you? In this workshop you will learn: -The different financing options available for startups and businesses at different stages, and the different programs of the New York Business Development Corporation (NYBDC) -This workshop is being led by Glenn Shell, Retired Bank Executive and former Chairman, SCORE Westchester. For more information please call: (914) 947-3907. Please register so we can be sure we have enough room and so we may reach out if there are any changes or cancellations in this workshop. Walk-ins are still welcome. Marketing: How to promote your business Speaker(s): Robert Wyker, SCORE Mentor and former CEO of advertising firm Date: Wednesday, August 24, 2016 Time: 1:00PM - 3:00PM Location: SCORE White Plains Office Address: 120 Bloomingdale Rd. White Plains, NY 10605 This workshop will consist of a 20-30 minute presentation, followed by an interactive session where most attendees will have an opportunity to ask questions concerning how to promote their business. Areas that will be discussed include: -Market research and analysis -Analysis of the competition Marketing Plans -Essential need for a unique story For more information please call: (914) 947-3907. Please register so we can be sure we have enough room and so we may reach out if there are any changes or cancellations in this workshop. Walk-ins are still welcome. Sales Strategies: The importance of establishing a unique competitive edge Speaker(s): Charles Auerbach, SCORE Mentor Date: Thursday, August 25, 2016 Time: 6:00PM - 7:30PM Location: Yonkers Riverfront Library Address: 1 Larkin Plaza Yonkers, NY 10701 This workshop will cover the importance of establishing a Unique Competitive Edge as a first step in developing a sales strategy. The basic elements for creating a sales approach will be discussed, including: -Designing a customer profile -Performing market research -Determining a process for targeting the market, including the selection of media for lead generation (cold call, advertising, direct mail, e-mail, etc) Following the discussion of the items above, an examination of sales presentation techniques and identifying sales resistances will then be considered. Limited metered street parking is available in the area. Additional parking is available at the Buena Vista Parking Garage, 8 Buena Vista Ave, Yonkers. There is an entrance to the garage on Hawthorne Avenue near Main Street, and another entrance at the corner of Hawthorne and Hudson Street. Upon entering garage, push button and take entry ticket. Take ticket with you as you leave the garage. Walk past the Post Office and library is across the street from the Railroad Station. For more information please call: (914) 947-3907. Please register so we can be sure we have enough room and so we may reach out if there are any changes or cancellations in this workshop. Walk-ins are still welcome. This workshop is for anyone who is thinking about starting a business or already have an existing business. Insurance for your business may be one of the most important purchase you make to protect the livelihood of your business. But many people will buy insurance and forget it until you need to file a claim. This is where the problems occur. You will learn to understand how small business insurance works. What insurance are required by law and the penalty involved if you don’t have insurance. Most importantly you will learn how to find the right insurance for your business. You will learn -The different types of insurance for your business and what it covers -How to get the best policy for the best price -What to do when you have a claim For more information please call: (914) 947-3907. Please register so we can be sure we have enough room and so we may reach out if there are any changes or cancellations in this workshop. Walk-ins are still welcome. 4 Ways to improve your chances of getting a small biz loan Speaker(s): Julietta McPherson, Vice President –Lending, Community Capital Date: Wednesday, September 7, 2016 Time: 1:00PM - 3:00PM Location: SCORE Westchester Office Address: 120 Bloomingdale Rd White Plains, NY 10605 -Understanding the process of getting a loan is as important as being qualified for a loan. -This workshop is a great way for small businesses to get an understanding of the loan application process. This workshop covers subjects that are always on the minds of small business owners. You will learn: -Sources of capital -Understanding the loan application process -Compiling a winning loan proposal -How Community Capital can help you -What to look for in a good insurance broker For more information please call: (914) 947-3907. Please register so we can be sure we have enough room and so we may reach out if there are any changes or cancellations in this workshop. Walk-ins are still welcome. Financing Your Business: You have more options than you think Speaker(s): Tamara Underwood, New York Business Development Corporation Date: Wednesday, September 14, 2016 Time: 1:00PM - 3:00PMLocation: SCORE Westchester Office Address: 120 Bloomingdale Rd White Plains, NY 10605 Pre-revenue and start-up businesses typically find it difficult to access capital. Come hear about a range of ways to fund your small business. Review the advantages and draw backs of these options so that you make can an informed decision that’s right for you and your business! For more information please call: (914) 947-3907. Please register so we can be sure we have enough room and so we may reach out if there are any changes or cancellations in this workshop. Walk-ins are still welcome. Visit/Visita:
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El Aguila Magazine – August 17, 2016

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