Judy Smith on why ‘be who you say you are’ is the only crisis playbook that matters

Judy comes back to one hard rule for leaders and brands: be who you say you are, even when the story is moving faster than your playbook.

In this episode David and Judy cover:

• Being who you say you are as the foundation of trust, values and reputation
• Managing brand reputation as both technology and AI reshape what gets said about companies
• Reducing silos so marketing, comms, legal and policy act as one team
• Why crisis playbooks struggle when culture and reaction are unpredictable
• Using the risk barometer to prepare, adjust plans and measure intangible assets
• Making intangibles financially meaningful through protection and long-term value
• What leaders do in the first 90 days of a turnaround, beyond story polishing
• When to respond to volatility and when silence avoids a damaging slug fest
• How to think about fake news based on real reputational impact
• The unexpected story behind Scandal and a former president’s sense of humour

About Judy Smith

For more than 25 years, Judy Smith has counseled presidents and world leaders through global crises, advised Fortune 50 CEOs through complex challenges, and helped manage the reputations of some of the world’s highest-profile individuals. She founded Smith & Company, a strategic advisory firm considered to be one of the top crisis firms in the world, that has offices in Washington D.C., Los Angeles, New York and London.

In addition to her work as a communications advisor during high profile moments, Ms. Smith is a long-time counselor to some of the world’s largest and most influential companies such as Amazon, Facebook, Panera, Lowes, Sony, Kaiser, United Healthcare, and Walmart. She provides her clients with strategic advice on a variety of corporate communications issues such as mergers and acquisitions, product recalls, intellectual property litigation, corporate positioning, and other corporate, investor and public relations matters.

A former federal prosecutor, she worked in the U.S. Attorney’s office for the District of Columbia where she handled high-profile investigations. She also served as Deputy Press Secretary to President George H.W. Bush, during which time she worked on a host of domestic and international issues.

As a result of her wide ranging and ground-breaking career, Ms. Smith inspired the hit TV series, Scandal and served as Co- Executive Producer of the project. Ms. Smith’s advice and counsel have been valuable to corporate boardrooms, and she currently serves on the board of Ariel Investments and as Chair for The Intangibles, the transformation consultancy for the intangible world. She also previously served on the boards of Global Citizen, Save the Children, Washington National Cathedral and Carbon Health.

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