How to Handle a Communications Crisis with Maha Abouelenein, Digital and Savvy

In this episode of “Get Mic’d,” we explore how to handle a communications crisis with Maha Abouelenein. As a renowned communication expert and visionary entrepreneur with over 30 years of experience, Maha knows a thing or two about how to build a brand. Joining host Katie Zeppieri in this episode, Maha shares her proven approach to consistently showcasing value to clients and navigating communication crises with poise.

Learn about Maha’s journey to becoming a top communication expert and entrepreneur, from founding her global communication consulting firm “Digital and Savvy” to landing Coca-Cola as her first client. She also introduces her new forthcoming book, “7 Rules of Self-Reliance,” sharing lessons from her own career growth. Gain insights into the power of storytelling and self-reliance in today’s world and how personal branding can lead to leadership.

Maha’s stories and expertise will motivate you to think about creating your own brand and managing communication challenges. Tune in to gain valuable insights and practical advice.

Here are three reasons why you should listen to this episode:

1. Find out how Maha started her first company and landed Coca-Cola as her first client.
2. Learn how to handle a communications crisis with confidence.
3. Discover how to create value for the clients and brands you work with.

Resources

• 7 Rules of Self-Reliance by Maha Abouelenein
• Connect with Maha Abouelenein on Instagram, LinkedIn and X 
• Listen to more Get Mic’d episodes

Episode Highlights

[03:17] The Beginning of a Career in Comms 

• When Maha was in college, she interned at Minnesota’s local CBS station, WCCO. She became thrilled about her job in the newsroom and developed the “bug” to pursue her passion in communications.
• She enjoyed the notion of storytelling and communications and developed her career from working as an intern at a news station.

[04:04] Maha Abouelenein: “I love the art of telling a story and how you communicate effectively to either influence, inform or get people to do something. And I’ve been doing it for almost 30 years now.”

[05:08] Evolution of Communications

• PR and advertising were constantly pitted against each other. However, as the world has evolved, advertising, public relations, and marketing activities have been merged with the ultimate objective of communicating the brand’s real narrative.

[06:00] Maha Abouelenein: “Now we consume a lot of content on socials through our phones. Now, we don’t just have to wait for the media to give us information. We rely on friends, family, influencers, and other third parties to tell us information. And that dynamic has changed. And it’s really caused people to think about communications as a whole, whether it’s digital advertising, socials or PR. At the end of the day, it all comes back to like, how do you tell a story really effectively? And how do you actually connect with your audience and connect with consumers?”

[07:47] Adding Personalities To Brands

• People don’t follow companies, people follow people.
• People want to know the people behind the business and how they came up with it, the tactics they are preparing, and the obstacles they are encountering.

[09:47] Maha Abouelenein: “And we can empathize when we see a human behind it. Some companies are good about putting their spokesperson or CEO or personal brand out there to try to say things like “You know what, sometimes we don’t always get it right”. And that empathy helps, apologizing matters. Companies who are good at that and have this personal brand of a representative out there talking about it can make a huge difference in the reputation of a company.”

[10:24] Starting Digital and Savvy

• Maha founded her firm because she did not want to be constrained by norms and corporate America.
• She didn’t know how to do most things, but she learned how to operate her business along the way.

[10:38] Maha Abouelenein: “I didn’t want to be at the behest of following rules. I don’t do well in that environment and it’s a lot of self-awareness. Am I going to be able to climb the corporate ladder and work within corporate confines? I just really did it because I wanted to wake up and choose what I got to work on every day.”

• Digital and Savvy was the first version of the firm she founded, Organisational Consultants. It was her first business, and she advised many businesses on strategic communications.
• She launched Digital and Savvy because she wanted to do something more “consumer-led”.

[14:18] Building her clientele 

• Coca-Cola was her first client; they had followed her after collaborating with her on an earlier project. With Coca-Cola on her roaster, pitching to other businesses became effortless.
• Establishing value for her clientele and keeping them loyal to her is her main goal.
• She considers how she may add value for each client, taking into account their particular circumstances.

[15:08] Maha Abouelenein: “The big thing I always focus on with my clients, I’ve been working with Gary Vee now for eight years, is trying to add value. I constantly have to up my own game without them asking for it and me driving results and driving ideas and bringing value. ”

[20:08] Your personal brand and social media 

• Entrepreneurs and founders should leverage social media extensively.
• Social media helps in recruiting staff by showcasing company culture, leadership traits, and behind-the-scenes activities.
• It aids in attracting customers by providing insights into the business’s operations and environment.
• Social media presence is beneficial for seeking investment and reinvestment.
• Entrepreneurs should use social media for recruiting, attracting investment, and building reputation.
• Simple content ideas include showing staff meetings, product development processes, photo shoots, and business trips.
• Sharing behind-the-scenes content builds trust and connects people to the company’s mission.

[23:32] Startup Publicity

• Not every startup needs to hire a publicist; founders can manage publicity themselves with effort.
• Identify key media outlets and publications to target, and follow them on social media.
• Understand what stories these outlets cover and their interests.
• Engage with media contacts by offering valuable content for their audience, not just self-promotion.
• DIY publicity can be effective, but hiring a publicist is recommended if the budget allows.
• A publicist is more effective for getting media coverage than investing in advertising and digital campaigns.
• Media coverage can significantly boost a startup’s growth and credibility.
• Example: Startups like Warby Parker, Five Guys Burgers, and Spanx experienced significant sales boosts following media articles about them.

[27:16] Responding in a crisis

• In a 24-hour news cycle and cancel culture, rapid response to crises is crucial.
• Companies and personal brands must react quickly to social media issues to prevent escalation.
• Key steps for handling crises:

1. Rapid Response: Gather all facts and respond swiftly.
2. Apologize: If a mistake was made, apologize sincerely and show empathy. This humanizes the brand and maintains credibility.
3. Learn and Adapt: Analyze the crisis, learn from it, and implement changes to prevent future issues.

• Delayed responses and apologies can exacerbate the crisis and attract more criticism.

[29:26] Responding to culturally significant issues 

• Avoid bandwagoning on news events without a vested interest or thorough knowledge.
• Don’t feel pressured to immediately post about current events or take a stance.
• Acting without complete information can lead to difficulties in retracting statements as situations evolve.
• Clients often wonder whether to post about controversial issues; the advice is to avoid emotional reactions.
• Wait to see the full story before making any public statements.
• Unless deeply involved in politics or activism, refrain from quick, reactive posts.
• Ensure any public position is well-considered and sustainable over time.
• Patience is crucial; resist the urge to respond immediately as it can lead to overreactions.

[48:57] Maha’s MicDrop Moments

• Building a notable brand means being authentic.
• A memorable micdrop moment for Maha’s brand is the difference between being a waiter and a creator. Because someone called her a waiter, she decided to write her book, 7 Rules Of Self Reliance.
• Emirates Airlines is a brand that Maha admires. Travelling can be such a painful experience for Maha, but Emirates always makes her feel good and improves her travel experience.
• The book Smart Brevity, building a Personal Board of directors and discovering what medium you are good at are the tools and resources you should utilize in building your brand.

About Maha

Maha Abouelenein is a renowned communication expert and visionary entrepreneur with more than three decades of experience. As the CEO and Founder of “Digital and Savvy,” a global communication consulting firm with offices in both the U.S. and Dubai, she has been instrumental in transforming the communication strategies of high-profile individuals, entrepreneurs, and brands. Maha’s expertise lies in effective communication and relationship-building strategies, making her an invaluable advisor to her clients. 

A sought-after expert and speaker, Maha takes the stage to share her expertise on personal branding, reputation management, modern communications and the transformational power of storytelling. In 2023, she was honoured as one of the most influential women in Dubai, a testament to her impact in the field of communication. In addition, Maha Abouelenein is a member of the Global Board of Directors for The Associated Press, where she contributes to shaping the future of communication. 

She launched some of the world’s largest tech companies in the Middle East from communications, policy, & business development perspectives – from Google and Netflix to Udacity and Careem (Uber) and more. She supported the largest IPO & the largest acquisition in Egypt’s history at Orascom Telecom. She also built sports marketing programs & strategic partnerships for the Olympics, NASCAR, the NBA, ATP Tennis, Golf, and the NFL at consumer product giant General Mills.

Maha is the host of the Savvy Talk Podcast, where she engages in thought-provoking conversations with industry leaders. Maha’s first book, 7 Rules of Self-Reliance, is scheduled for release on October 8, 2024. This forthcoming book embodies her commitment to self-reliance and shares insights from her lifelong journey of growth and success. Maha passionately advocates for the power of storytelling and self-reliance in the modern age, emphasizing personal branding as a transformative pathway to leadership.

You can learn more about Maha and her extensive work in the field of communications on her website. You can also connect with her Instagram.

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