Ozy Media shows how not to handle a crisis

Lack of an honest assessment of a potential or unfolding crisis often gets CEOs in trouble. An instinctive fear of admitting a mistake sometime takes over, clouding the thinking.

But sometimes, the threat of imminent destruction creates that flash of insight chief executives need to save their companies, if not themselves.

And then there is the case of Carlos Watson, co-founder of Ozy Media.

The former MSNBC anchor’s fierce defense of his company in a New York Times story was admirable for its bulldog determination. But a closer look at his response shows that Watson and his board never appreciated how much trouble they were in after an event that ultimately led the once-promising company to shut down.

Getting the facts straight is the essential first step in crisis communications, but even the facts aren’t much help if you don’t understand their significance. That starts with recognizing how those facts look to the news media, to your customers, employees, investors and the public.

Ozy Media did not respond to requests for comment sent to its press and inquiries email address. Watson did not return messages sent by text and social media.