The Crisis Ready Response to Coronavirus COVID-19



“Yes, over my weekends, because crises don’t sleep.”

That direct quote, from a webinar held on Wednesday, March 11, should give you all of the insight you need into the commitment crisis management expert Melissa Agnes has to her work. Melissa is the author of Crisis Ready: Build an Invincible Brand in an Uncertain World and has been at-the-ready with her response to the coronavirus COVID-19. 

Her answer to this now global pandemic could have been simply hawking her book on social media, relying on her audience to order a copy and to make their own conclusions based on that content. Armed with a Forbes top business book of 2018 and a work taught in higher education courses around the world (including Harvard University and Homeland Security), one could argue that anyone with a copy of Crisis Ready would be, well, ready. 

But Melissa took her role ten steps further, developing and hosting a comprehensive webinar specific to the impact of COVID-19 in just over a week. It was free to the first 500 people who registered, and no assumptions were made that attendees were well-versed in the practices Melissa preaches. She solicited questions in advance, incorporated them into her presentation, and also answered questions in real-time to make it as valuable as possible to attendees. 

If you ever find yourself asking how to expand the lifecycle of thought leadership books, take a literal page from Melissa’s book, released two years ago. At the highest level, it’s about applying your subject matter authentically and thoroughly to the national conversation with the same level of commitment it took to cement your positioning in the first place. Here’s more from Melissa on how she got from there to here:

When did you decide to put on the webinar?
Specifically, I decided on Tuesday, March 3, while speaking with my team, expressing my frustration on the current lack of leadership and the undeserved domino effect this has on businesses and society at-large. This situation is unprecedented and people are scared. Of course they are. But they don’t have to be alone and I have a ton of experience and knowledge that can help, so I gave as much as I possibly could within a short 75-minute window.

How did you promote it?
Within 24 hours my team had a webpage up and we shared that to my newsletter list, on social media and we asked others to help us spread the world. I framed it as their form of payment for the webinar by saying:
The coronavirus is a global situation that calls for us all to come together and support one another. For this reason, we are not charging for this webinar. However, what we are asking for as a form of ‘payment’ is that you share this link and information about this webinar with your network, so we can increase the reach of this important information to all of those who will benefit from it.

I was very blessed to have—and continue to have—many shares, as the replay of the webinar, as well as all of the free resources that come along with it, are all still available for free to anyone who is interested.

How long did it take you to put the deck together?
It’s not just putting the deck together, but also figuring out the flow of the message I wanted to share, writing the copy for the webpages, setting up email automations, time promoting it across channels… all of which took about 4 days of my time, not counting my team’s time to actually launch the webpage for me, put up the Institute’s splash page, create new automation emails for those who registered, etc. All of this was forced to happen over the weekend and well into the early morning hours, since my day job consists of consulting and advising clients who are currently facing the impacts that COVID-19 are presenting to their businesses.

What else have you done related to COVID-19?
I’m advising clients and constantly trying to find ways to spread the Crisis Ready message to help others through this difficult time; I’m offering a very exclusive opportunity for companies through the Crisis Ready COVID-19 Coaching Program; the Monday prior to the webinar I hosted a Mastermind Session on COVID-19 for my Crisis Ready Community; today, I published this blog post, which I hope will also help inspire hope and provide access to helpful resources… And if anybody has any other ideas, I’m all ears and would be very grateful!

For more on Melissa, go to MelissaAgnes.com and order your copy of Crisis Ready on Amazon.

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