By Jonathan Hemus
Speaking on behalf of an organization 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 organization, 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
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”
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
You need to quickly communicate that you are on top of the crisis, and establish the organization 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
All organizations 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
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 organization is doing to manage the situation.
6. Speak clearly and calmly
Communicate control through your tone of voice and delivery. Not only will you embody a professional organization which is handling the situation responsibly, crucially you will also ensure that your messages are received accurately.
7. Avoid using industry jargon or company acronyms
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 organization, out of touch with the outside world and more concerned with itself.
8. Rehearse with a colleague before taking to the airwaves
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
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
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 Rudy 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.
Author
Jonathan Hemus is with Insignia, a company that offers a full range of crisis communications consultancy, from planning and preparation through to crisis handling. Contact jonathanhemus@insigniapr.co.uk or +44 786 832 9102) for more details.
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