Surviving & leveraging PR scandals/triggers in marketing + sales

In this episode, I explore the greatest PR scandal comeback story in recent history. Airbnb laid off 25% of its workforce and then, 15 months later, IPO'd. And their numbers are better than ever because of really thoughtful and smart leadership. While this is less of a scandal and more of a PR hardship, it's a lesson in how to avoid a scandal and keep your business resilient during tough times. Later, Jed shares his tips for successful outreach when a prospect experiences both good and bad PR moments. He calls them outreach "triggers" that can be used for personalized targeting when building your prospecting lists. Lastly, Carmen and Travis discuss how Better.com leadership failed to take corrective action when their CEO fired 900+ employees on a single zoom call. Consider it the opposite of AirBnb's story. We explore the difference between resilient products that can withstand bad press and those that can't bounce back.