It is difficult to reconcile excellent responsiveness with great accuracy in the field of communication. It is often a conflict because the goals of the parties involved are divergent or even antinomic.
Crisis or high conflict situations are excellent examples. Indeed, reconciling the provision of information when it is necessarily partial, incomplete, and evolving, and knowing when and how to communicate in these situations, are certainly some of the most difficult challenges to meet. Specific training - indispensable today - often makes it possible to reduce risks, stress, or communication errors.
Managing stress is usually the first thing taught in crisis management courses for a very simple reason: one must, as far as possible, remain perfectly calm, not allowing the agenda to be dictated by the various interest groups, whether internal or external (social networks, media, authorities, etc.).
The company must be able to respond as quickly and accurately as possible to a crisis. However, in many cases, it is simply not possible to have the elements to communicate correct, factual, and definitive information in a short period of time.
Accuracy requires time and verification, which the media are unwilling to provide on the grounds that the story needs to be wrapped up, the next newscast is being prepared, the public has a right to information, and so on. All these arguments are legitimate, but one must be able to resist the rush.
It is therefore essential to be prepared for this kind of situation and to foresee the various scenarios when everything is going well: reactivity is not equal to haste. Isn’t it said that “to lead is to plan”?
There is a balance to be struck between remaining reactive while providing information, fully substantiated details, all in the right tone and in the right environment. In other words:
• Anticipate problems and “prepare” scenarios and solutions by practising where necessary
• Choose the time and place for communication (check the background!)
• Prepare - by isolating yourself - before attending a conference or presentation
• Use a tone appropriate to the event and remain as neutral as possible while showing empathy
• Be sure of the information that is being communicated and double-check it if necessary: “I’ve been told” usually doesn’t work…
• Agree to say, “at this stage we don’t know” or “I can’t give you this information” and stick to it!
• Never give names, figures or places that do not contribute to the issue, even under pressure from others: if you make a mistake, you will always be blamed!
• If you do not feel able to communicate - because you are directly involved, for example - you should give this task to someone else
These points seem obvious? just look at the number of mistakes made in rushing and over-reacting in these areas…
Happy weeks, happy thoughts, and happy reading.