Ten Golden Rules for the Crisis Spokesperson
Tuesday, January 31st, 2012Speaking on behalf of an organisation in the white heat of a crisis can be harrowing, even for experienced executives. And the truth is that the performance of the spokesperson will affect how the public views that organisation, and not just in the short term. Training, experience and a natural aptitude for this task can all contribute to a successful performance. But analysis of a host of crises reveals that the best spokespeople usually embrace the following golden rules:
1. Show empathy for people affected by the situation<b/>
Your reputation will be in much better shape if you demonstrate concern and empathy for the impact of your situation on people. Ignore this rule and chances are you will be seen as cold, calculating and more interested in profit than people.
2. Never say “no comment”<b/>
In the early stages of a crisis, there are many questions you can’t
answer – you simply won’t have the facts. But your answer must never
be “no comment” – that will be translated as “you’re right, I’m guilty, but for legal reasons, I can’t admit that”.
3. Focus on communicating facts<b/>
You need to quickly communicate that you are on top of the crisis, and establish the organisation as a prime provider of information about the situation. Volunteering clear and relevant facts addresses these objectives as well as filling the communication vacuum.
4. Emphasise the actions you are taking to control the situation<b/>
All organisations are vulnerable to crises. The ones that survive and prosper are those that are seen to manage them professionally and
effectively. Communicating the steps you are taking demonstrates you
are actively managing the situation, not just reacting to events.
5. Never speculate<b/>
Speculation is your enemy – it leads to lurid, frequently inaccurate
headlines, and a crisis spiralling out of control. An effective
spokesperson rejects speculation and returns to messages focused on the facts and what the organisation is doing to manage the situation.
6. Speak clearly and calmly<b/>
Communicate control through your tone of voice and delivery. Not only will you embody a professional organisation which is handling the situation responsibly, crucially, you will also ensure that your
messages are received accurately.
,b>7. Avoid using industry jargon or company acronyms<b/>
Using jargon or acronyms means that most people watching, reading or
listening to your comments will not understand what you mean. Worse,
you create an impression of an aloof organisation, out of touch with
the outside world and more concerned with itself.
8. Rehearse with a colleague before taking to the airwaves<b/>
Making time for a fifteen minute rehearsal with a colleague before
embarking on an interview gives you a chance to warm up and receive
feedback on which messages resonate well – and which ones don’t.
9. Ensure your body language matches your messages<b/>
Strong eye contact and an expression of concern – not panic! – are
crucial to ensuring your words are received as you intended. Ask a
viewer to describe a spokesperson and they will talk about how they
“came across”. Very few talk about the specific words that they said.
10. Know and repeatedly emphasise your key messages<b/>
A media interview is an opportunity for you to communicate important
information. Plan your messages ahead of the interview and seize every opportunity to introduce them into the interview. Avoid being led by the interviewer.
Great spokespeople in a crisis – think Rudi Giuliani on 9/11 – seem to get it right by instinct: they know intuitively the right things to say and do. For the rest of us, following the golden rules can help to keep us on the right track and protect our reputation.
About the Author
Jonathan Hemus is the founder of Insignia Communications – http://www.insigniacomms.com/ -a consultancy specialising in corporate reputation management and crisis communication. His experience in crisis management for a range of global corporations and public sector organisations has helped to protect and preserve many reputations. For regular insights into corporate reputation management, log on to Insignia’s blog, http://www.insigniatalks.com/.