To most people a crisis is bad and for the most part, they’d probably be right. However, an organization can do good things when they are hit with a crisis; some may even say there is an opportunity. The situation itself might be bad enough but it it’s not being managed correctly or communications aren’t approached in a positive way, the crisis can be compounded because the media and the public will think there are more things being hidden by the organization.
If it seems that an organization isn’t prepared – through its communications and response actions – the media and public may start to go ‘hunting’ for more information and uncover other details of the organization that the organization may not want released. Not that they are bad examples on their own but compounded with the existing crisis they will seem larger and could create another crisis or even escalate the existing one. The organization will then be fighting more than one crisis on its hands.
Below are some tips for how to communicate during a crisis; some do’s and don’ts and tips for ensuring good communications when speaking to the media and the general public.
1. Lawyers Aren’t the Face of the Organization – This is one of the biggest mistakes organizations make when communicating with the media and public; they let their lawyers do the talking. Lawyers are good at what they do don’t get me wrong, they just aren’t the ‘face’ of the organization. Often they will speak in terms that the public either don’t understand or don’t want to hear. The public wants to hear what the situation is and what the organization is going to do about the crisis, not the legalities it’s taking to find blame (which is what the lawyers will be trying to do to wither minimize or remove the burden off the shoulders of the organization).
2. Apologize and Show You Care – Be sincere and offer apologies. Don’t say you’re sorry and continue with a ‘but’ statement, as it just nullifies the apology and the public and media will know you really aren’t showing care of the parties involved or impacted by the crisis. It shows you’re trying to defend the organization rather than helping those impacted – or possibly injured – as a result of the situation. Apologizing with sincerity can soften the anger towards the organization and actually help bring people towards the organization by offering assistance. Apologizing also shows that the main concern of the organization is people, not money or shareholders, but people impacted by the situation....