The New Crisis: The Day Trump Tweets Your Company

This post originally appeared on Medium

What do you do when Trump slams your company in a tweet? If you don’t have an up to date crisis communications plan, it is already too late. Develop a plan of action now!

Image: Giphy

Image: Giphy

Just a few short months ago, I couldn’t imagine even one company having a plan that read: “When the President of the United States slams our company in a tweet this is what we will do.” But we are living in a new world and the chances of this happening are legit.

CNN’s Brian Stelter recently reported about discussions happening during the Consumer Electronics trade show in Las Vegas between tech company executives about their plans for this exact scenario. Especially with the added complication of many of these companies being on the west coast, three hours behind Washington, DC and New York City. Given the habits of these damaging tweets occurring during the 6 a.m. ET hour, most of the executives for these tech companies, along with their entire emergency response team, would be sound asleep at 3 a.m. PT.

I, personally, was part of the team assembled at Fannie Mae specifically to address the housing crisis. I traveled all over the country for nearly five years meeting face to face with thousands of distressed homeowners and executives from the largest banks and lending companies. It was my responsibility to speak to the media on a daily basis on the current status of our country’s housing market. There are some of us who simply make work out of running towards the fire. I thrive from the 3 a.m. phone call.

Image: Giphy

Image: Giphy

It is my goal to prepare as many companies, big and small, to answer the call, prepared and ready to address the issue. Because, regardless of topic, industry or political affiliation, there is no excuse for not being prepared.

Establishing a crisis communications plan? Here are the 6 most critical actions to take now:

  • Scenarios: Play devil’s advocate and think through the 3–5 most common, worst-case and likely scenarios for your business. (Bad press, workplace violence, Presidential tweet from hell, etc.)
  • Identify Response Team: Who is part of your Tier 1 emergency team? Define their roles and accountabilities before, during and after the crisis.
  • Holding statements: Draft potential statements for each situation and be sure to consider all your audiences (Customers, employees, etc.).
  • Response Threshold: When is it appropriate to act and in what manner. This will also determine how you define a “true crisis.”
  • Monitoring: Set up the appropriate social media monitoring for specific keywords and names, which will alert you to an issue or growing attention to a specific topic.
  • Contact List: Develop a contact list and keep it up to date. This should include internal and external contacts as well as media.

The IntersectionPR team is ready to develop your organization’s crisis plan. Call us now, before you get your 3 a.m. call.

Stepping Out of the Norm: Why Millennials Keep Making their Own Rules

Image: Dim Sum Media

 This post originally appeared on

At the ripe age of 32, I now affectionally like to refer to myself as an “elderly Millennial.” I have entered into a time in life when I am officially grown and must accept all the things that come along with properly “adulting.” I graduated from college pre-Great Recession, which puts me into a unique group of Millennials that are more likely to be on a traditional career track compared to our younger comrades. The recession is truly the “great definer” of this generation. If you are part of the “elderly Millennial” cohort, you likely graduated college before 2007ish, received a job in your intended field and moved through the ranks, as many of the generation did before us. As opposed to, the core group of Millennials who were delayed in finding jobs and who may have never been able to start their career in their choice field. But, the truth is, we were all rocked by the recession.

The recession was a game-changer for everyone in the country. But, it was also the start of the “Choose Your Own Adventure” style professionalism for a lot of folks. Simply put, the world has changed and people have decided to make their own rules. Specifically, Millennial are working to achieve their success on their own terms. Even those working in a traditional work environment are moving around until they find what they truly want. The digital nomad lifestyle, those who have built their careers on being able to work remotely from anywhere, are also making the system work for them. In a study commissioned by EY, they found, “62 percent of millennials have considered starting their own businesses, and 72 percent think startups are “essential for new innovation and jobs.”

Image: EY 

Image: EY 

An overwhelming number of Millennials see themselves starting their own business and believe they have an entrepreneurial mindset. As stated in The Atlantic, “Most successful founders begin their careers as devoted employees. Their start-up ideas germinate in office daydreams before blossoming into something worth pursuing outside the comforts of the company.” They might be working a normal job right now, but the ultimate goal is to do for themselves. And luckily for Millennials, they have plenty of time to do it. Millennials are confident, many overly confident as society is constantly reminding us, but who cares? You are supposed to take risks in life. You are supposed to bet on yourself. This is a confidence we should all work towards.

This “step out in faith and hope that the universe will catch you,” mentality is exactly what I am doing. After more than ten years of a traditional, corporate PR career, I am starting my own company. What a close friend of mine calls, the Savvy Soloist. I have built my career during one of the most challenging times in our country’s economy. I started in the financial services sector right after college. In 2007, when the housing crisis began to surface, my career focus quickly pivoted into the housing/mortgage sector. And ever since, I have been on the front lines of crisis communications in the ultimate crisis city, Washington, D.C. I moved my career to Fannie Mae during the housing crisis (something most people in my life still don’t quite understand). I cut my teeth by being thrown into the deep end, time and time again. Who wants to do PR when it is boring and your phone is never ringing? I gained significant experience as a strategist and spokesperson, traveling the country (almost nonstop) and hustling day and night to help save thousands of families from foreclosure. Crisis and hustle are what I am, weirdly, attracted to.

The first media call I received during my last role as a corporate PR director was from TMZ, the celebrity gossip outlet, during my very first week on the job. Now, Washington D.C. issues are NOT a priority for TMZ. This was one of the most unexpected calls I have ever received. There was an accusation of racism in our advertising, which was (unfortunately) widely covered by the media. It was handled and fizzled out shortly after it began, but it will stay burned into my memory. Ironically enough, I took that role as an attempt to step out of crisis communications, but my first week on the job, the crisis bug found me again.

I, unlike many, enjoy the corporate environment. Navigating the corporate world is something that I have been naturally good at and something that I thought I would be in forever. I didn’t really think about owning my own business. I have climbed the ladder swiftly and efficiently over the last ten years. And I definitely enjoy biweekly paychecks. I have always been a rule follower and corporate America has a blueprint. I like maps and defined next steps. But, who says you can’t still be a part of that world, just under your own name?

I want the freedom to work on the projects that I am passionate about. I want to lend my high-value skills to organizations that could probably never afford me as a full-time employee but have the budget for short-term consulting. And thanks to my Millennial confidence, I am ready to jump in there. is up and running. My calendar is filling up. The phone is ringing. And once again, I am already dripping wet by being thrown into the deep end, which is apparently my professional comfort zone.


Keosha Burns is the Principal at IntersectionPR, a public relations and social strategy consultancy in Washington, D.C., focusing on dynamic and authentic storytelling, helping industries reach the Millennial audience.

Interested in learning more about how to start your own gig? Check out the Savvy Soloist course.

Feature: Washington Post on Gender Equality and the Wage Gap

Image: Washington Post

Image: Washington Post

Recently, along with a close friend, I was featured on the front page of the November 15 edition of the Washington Post, in an article titled, "More state, city lawmakers say salary history requirements should be banned," as an advocate for women in shrinking the wage gap and encouraging women to always know their value and go for it. 

Read more on the Washington Post. 

Featured Speech: Attracting Millennial Homeowners to the City through DC Open Doors Program

Image: DC Housing Finance Agency

Image: DC Housing Finance Agency

On November 10, I joined DC Deputy Mayors Brian Kenner and Courtney Snowden, DC Councilmember Anita Bonds, along with DC Housing Finance Agency Executive Director Todd Lee, to celebrate the 3rd anniversary of the DC Open Doors Program. 

As part of my 10-part blog series for Fannie Mae's The Home Story about my personal home buying experience, I wrote about the DC Open Doors program in the piece City Living and the Housing Finance AgencyIn my speech, I spoke about my 10 year experience in Washington, DC and how I reluctantly came to research the steps to becoming a homeowner. The importance of this program truly shines through on how it is designed for the modern, post-recession world. With financial barriers like student loans and low savings, homeownership can quickly become a complicated topic for Millennials. But, the real clincher for me was the DC Open Doors program down payment assistance. Allowing me to close the gap and transition from renting to owning. 

The most important part of my speech was the responsibility of all housing industry stakeholders to ensure financial preparedness information and resources be readily available and accessible. And I hope to continue to contribute to this narrative. 

Featured In: DC Housing Finance Agency Annual Report

Image: DC Housing Finance Agency

Image: DC Housing Finance Agency

Recently, I was asked by the DC Housing Finance Agency to participate in a photo shoot in my condo to promote their program, DC Open Doors, which I used to purchase my condo in 2015. For more on this story, check it out here and here

I could have never guessed I would have ended up with a two-page spread in their annual report, highlighting my 10-part series on my home buying journey. Check out the full piece here.

More to come on my continued partnership with the DC Open Doors program. It is truly a great program for Millennials and the city of Washington, DC.