By Greg Hazley

Porter Novelli CEO Gary Stockman notes the “three T’s” of crisis PR — Toyota, Tiger Woods and Tylenol — in discussing how social media and digital communications have changed the crisis game in this seven-minute clip from the agency.

“What used to happen was when a company got an inkling there was going to be a crisis they would assemble their team around a table … and days or even weeks later they would have their plan and they’d be ready to go,” he said. “Companies these days have about 15 minutes for that if they haven’t planned it up front.”

Stockman talks about how companies need to respond, how often crisis plans should be updated and notes a trend of mainstream media reporting more on product and recall issues fueled by social media, among other topics.