Crisis Communication: Chris Komisarjevsky #withUFPRSSA
On Oct. 19, 2022, UF PRSSA and Alpha Productions members joined Chris Komisarjevsky as he shared details from his career as former worldwide CEO of Burson-Marsteller. Students learned about the importance of reputation in crisis communications, the topic of Komisarjevsky’s latest book, “Reputation First: Building a Crisis Communications Strategy.” Komisarjevsky walked students through his journey from earning a bachelor's degree in political science to becoming a successful CEO of a multinational public relations and communications firm.
After earning his degree in political science, Komisarjevsky served as an instructor pilot during the Vietnam War. Later, Komisarjevsky planned to become a teacher but knew he had strengths in “addressing issues and coming to solutions.” He stuck to what he knew he was capable of, which led him to his first job in public relations at Hill & Knowlton Strategies. One thing Komisarjevsky emphasized to students when offering guidance in making life-changing decisions was to “never make a decision on money alone.” Just as he did himself, Komisarjevsky encouraged students to make choices for their life because they want to, not because they feel it’s what they are supposed to do. Komisarjevsky worked for Hill & Knowlton Strategies for about 24 years and attributed loyalty to part of his personal growth in public relations.
After a career at Hill & Knowlton Strategies, Komisarjevsky worked with Gavin Anderson & Company before landing a position with Burson-Marsteller. In “Reputation First: Building a Crisis Communications Strategy,” Komisarjevsky shares invaluable guidance on surviving a crisis and thriving once it passes. When asked about his own experience, Komisarjevsky shared that he was most proud of how Burson-Marsteller handled 9/11. He explained that Burson-Marsteller had an obligation to keep people informed to reduce anxiety. And he also said, “if you don’t keep people informed, then they don’t have the information.” Komisarjevsky applied this concept in terms of businesses and society; businesses must keep society informed in order to build a good reputation. He said that society creates the permission for a business to succeed – its reputation. Therefore, people need to have a strong understanding of the motives and trajectory of a business in order for it to be successful. Komisarjevsky retired in 2005, leading him to write four books about communication.
Though society and media has changed drastically since his entry into the field of public relations, according to Komisarjevsky, “the fundamentals [of public relations] have not changed.” The world we live in is different in the sense that people have access to communication at their fingertips – quite literally with cell phones. Komisarjevsky noted that “someone can now change the world in 140 characters.” However, Komisarjevsky reassured us that having a “clear understanding of the environment and what’s going on in the world” remains fundamental in the field of public relations. He reminds us that to succeed in the field of public relations, “you have to understand the business of businesses.”
Komisarjevsky concluded the event by answering questions from students and encouraging members with the following advice:
There are three kinds of people in the world: people who watch things happen, people who make things happen and people who wonder what happened. Don’t be the latter.
Follow the Vacuum Principle: If no one else is doing it, jump in and own it.
There are four qualities of reputation: character, values, communications and trust.
Public relations is helping corporations have a voice.
We thank Chris Komisarjevsky for joining our chapter and offering insight into reputation and crisis communication. You can find more information about Komisarjevsky and his books here: https://reputationcrises.com/
Written by SkylarRose Margolin