Crisis Comms Consulting Helps Crowdstrike’s CEO Rebound
Role: Sr. Content Solutions Consultant
Company: LinkedIn
Skills: Crisis Communications, Publics Relations, Executive Engagement
Personal Brand Results: 55,000 Engagements
Stock Price Recovery: Consulted at a low point of $263 per share, closed year at $342 per share.
In 2024 CrowdStrike suffered a significant outage, resulting in airlines, Windows systems, and workplaces coming to a halt. LinkedIn’s internal sales team reached out to me in a pinch, following brand and creative work I had done with CrowdStrike weeks prior. The ask was to draw up a strategy for CrowdStrike to during damage control. I proactively made the decision that CrowdStrike should heavily lean on CEO George Kurtz’s LinkedIn profile. Live updates on the outage coming from his page would raise authenticity as opposed to solely posting from a company page. During this time all eyes were on CrowdStrike. From marketers to engineers to airlines. We didn’t have time to waste and I led an initiative to get CrowdStrike in market with LinkedIn as a leading channel.
The strategy I wrote out for CrowdStrike was a baton hand off strategy:
- Include live updates from the CEO, accepting responsibility for the outage while focusing on a resolution.
- Have the CEO dismiss any fact from fiction by answering any internet urban legends head on.
- Stay direct with all comms, explaining in detail, while not feeling like you have to answer everything at once. Think post series, as we learn.
- Write longer form content (such as a newsletter), when the issue has been resolved. The newsletter would act as a baton handoff from CEO back to the page handling comms.
This immediate strategy not only created trust, but leveraged George Kurtz as a deeper thought leader in the cybersecurity space. Users were now drawn to his wisdom following the crisis communications, and he has seen engagement remain steady. During the impromptu post series, we accumulated over 55,000 LinkedIn engagements. More importantly as stock prices hit CrowdStrike’s low, the public statements made on LinkedIn helped shift despair to hope. By the end of 2024 CrowdStrike rebounded in stock price and has grown in their partnership with LinkedIn.
Crisis Comms Consulting Helps Crowdstrike’s CEO Rebound
Role: Sr. Content Solutions Consultant
Company: LinkedIn
Skills: Crisis Communications, Publics Relations, Executive Engagement
Personal Brand Results: 55,000 Engagements
Stock Price Recovery: Consulted at a low point of $263 per share, closed year at $342 per share.
In 2024 CrowdStrike suffered a significant outage, resulting in airlines, Windows systems, and workplaces coming to a halt. LinkedIn’s internal sales team reached out to me in a pinch, following brand and creative work I had done with CrowdStrike weeks prior. The ask was to draw up a strategy for CrowdStrike to during damage control. I proactively made the decision that CrowdStrike should heavily lean on CEO George Kurtz’s LinkedIn profile. Live updates on the outage coming from his page would raise authenticity as opposed to solely posting from a company page. During this time all eyes were on CrowdStrike. From marketers to engineers to airlines. We didn’t have time to waste and I led an initiative to get CrowdStrike in market with LinkedIn as a leading channel.
The strategy I wrote out for CrowdStrike was a baton hand off strategy:
- Include live updates from the CEO, accepting responsibility for the outage while focusing on a resolution.
- Have the CEO dismiss any fact from fiction by answering any internet urban legends head on.
- Stay direct with all comms, explaining in detail, while not feeling like you have to answer everything at once. Think post series, as we learn.
- Write longer form content (such as a newsletter), when the issue has been resolved. The newsletter would act as a baton handoff from CEO back to the page handling comms.
This immediate strategy not only created trust, but leveraged George Kurtz as a deeper thought leader in the cybersecurity space. Users were now drawn to his wisdom following the crisis communications, and he has seen engagement remain steady. During the impromptu post series, we accumulated over 55,000 LinkedIn engagements. More importantly as stock prices hit CrowdStrike’s low, the public statements made on LinkedIn helped shift despair to hope. By the end of 2024 CrowdStrike rebounded in stock price and has grown in their partnership with LinkedIn.
