Keep calm. Don’t blather. Be authentic. And importantly - be transparent.
I am stymied by those who think obfuscation or pretending everything is just fine is the way to go when talking to one’s stakeholders during a crisis. That is (usually*) a terrible idea. It is certainly no way to build trust among your audiences.
I’m not saying you should scare people by oversharing. But offering the facts in a steady, calm, authoritative manner will ensure your audience actually hears what’s important without running into the night.
I’ve been watching many of those “welcome” videos made by company CEOs, university presidents, and institutional leaders that are so common this time of year. [Seems that it doesn’t matter how old you are, we’re all on the “back to school” calendar in every industry in September…]
So many just don’t mention the elephant in the room. Whatever the elephant du jour may be. Among our very real issues right now is the coronavirus and how we all get back to “normal” in the office or in a class. As we are all now painfully aware – so many fear any kind of interaction and others have no concerns at all. So transparency about Covid 19 andyou’re your institution/company will handle it should not be relegated to a special section on your website about what to do to get tested or how to protect yourself and others. They need to hear empathy and candor from the leaders directly.
By the way, this is not just about the virus. Transparency—or at least basic clarity—about all issues is essential. It could be sexual harassment; racial, gender, ethnic insensitivities; politics or sustainability; finances and power; free speech and responsibility; and so very many more issues. This is the stuff that can consume college campuses and other organizations. But it doesn’t have to—in a negative way. It can open up dialogue and invite engagement.
Long in advance of a problem coming to a head it is wise to gather your lieutenants and look at all the potential issues that could hit you. Prepare your thoughts and anticipate the questions. Be genuine and tell it to them straight. Say just what you need to and not more. Your honesty will be rewarded with a loyalty to you and your brand.
And when in doubt, call in a crisis communications professional and/or someone to teach your spokespeople media training. That’s what we’re here for. Donner Creative Communication Strategies.
* I said “usually” just to cover all bases. Actually, can’t think of when it is ever appropriate to obfuscate, can you?