{"id":411,"date":"2025-08-24T18:21:54","date_gmt":"2025-08-24T16:21:54","guid":{"rendered":"https:\/\/martinriecken.de\/?p=411"},"modified":"2025-08-26T11:08:30","modified_gmt":"2025-08-26T09:08:30","slug":"11-fifty-nine","status":"publish","type":"post","link":"https:\/\/martinriecken.de\/en\/11-fifty-nine\/","title":{"rendered":"A New Brand: \u201d11 Fifty-Nine\u201d"},"content":{"rendered":"\n<p><strong>11 Fifty-Nine \u2013 this is not the glamorous location of a luxurious condo building in Manhattan, but the name of the company I recently launched to offer consulting and support in the field of crisis communication.<\/strong><\/p>\n\n\n\n<p>How did I come up with it? I&#8217;ll admit it, as a teenager I was a big fan of Debbie Harry, aka Blondie, and in 1978 I couldn&#8217;t get the chorus of her song \u201c11:59\u201d out of my head for weeks:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201dToday can last another million years<br>Today could be the end of me<br>It&#8217;s 11:59, and I want to stay alive\u201d<\/p>\n\n\n\n<p>\u2013 Debbie Harry (Blondie)<\/p>\n<\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<p>And the notion of &#8220;11:59&#8221; fits quite well with the context in which many of us work day by day. Because it&#8217;s always just before midnight when a crisis is looming. Then time is scarce, good advice is precious, and nerves are on the edge.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The golden hour has shrunk to a golden minute. If at all.<\/h2>\n\n\n\n<p>At the same time, 11:59 accurately depicts where we are today in the world of communication. It takes 28 seconds to write a tweet and send it to the entire human race, which is clearly less than a minute. The golden hour of yesteryear has shrunk to no more than a golden minute, if that.<\/p>\n\n\n\n<p>This makes it all the more important to use the time we are all given wisely&nbsp;<em>before<\/em>&nbsp;a crisis strikes. Here is a list of things you can do in the time&nbsp;<em>before&nbsp;<\/em>11:59, with no particular order of priority and no claim to completeness:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create a crisis plan that really works<\/li>\n\n\n\n<li>Brief top management on current issues and possible crisis scenarios<\/li>\n\n\n\n<li>Simulate a real crisis and run through it with the relevant people in the company to identify weak points<\/li>\n\n\n\n<li>Fix weak points<\/li>\n\n\n\n<li>Consider: Who are my stakeholders and how important are they to me in a crisis situation?<\/li>\n\n\n\n<li>Ask yourself: Do I actually have control over my \u201cowned media,\u201d i.e., my channels? Really? Even if a cyberattack has crippled my IT?<\/li>\n\n\n\n<li>Train your team<\/li>\n\n\n\n<li>Dust off the crisis plan \u2013 if you can find it<\/li>\n\n\n\n<li>Ask your web agency whether the dark site is still working<\/li>\n\n\n\n<li>Where is the key to the cabinet where the crisis response plans are kept?<\/li>\n\n\n\n<li>Consider together what risks and side effects AI could have for the company\u2014and, of course, what opportunities<\/li>\n<\/ul>\n\n\n\n<p>I could go on and on. But I only created this list to make it clear to everyone: All of this is important, and none of it can be accomplished in the one golden minute that we often have between the onset of a crisis and the first call from a journalist who already knows more than you do.<\/p>\n\n\n\n<p>So, if it&#8217;s 11:59, it&#8217;s actually already too late \u2013 unless you&#8217;ve read this blog article beforehand.&nbsp;And took this as a wake-up call to bring your preparedness up to par.<\/p>\n\n\n\n<p>By the way, I thought long and hard about what would sound better: \u201cEleven59,\u201d \u201c11 Fifty-Nine\u201d, \u201c11:59\u201d, \u201c11Fifty9\u201d, or \u201cEleven Fifty-Nine\u201d. In the end, I went with my gut. I don&#8217;t have to decide everything myself.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>11 Fifty-Nine \u2013 this is not the glamorous location of a luxurious condo building in Manhattan, but the name of the company I recently launched to offer consulting and support in the field of crisis communication. How did I come up with it? I&#8217;ll admit it, as a teenager I was a big fan of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":412,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,6],"tags":[],"class_list":["post-411","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-basics","category-preparedness"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A New Brand: \u201d11 Fifty-Nine\u201d<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/martinriecken.de\/en\/11-fifty-nine\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:locale:alternate\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A New Brand: \u201d11 Fifty-Nine\u201d\" \/>\n<meta property=\"og:description\" content=\"11 Fifty-Nine \u2013 this is not the glamorous location of a luxurious condo building in Manhattan, but the name of the company I recently launched to offer consulting and support in the field of crisis communication. 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