Crisis communication

In TIMeS OF CRISIS, IT IS eSSenTIAL THAT BuSIneSSeS DeVeLOP A STROnG COMMunICATIOnS STRATeGY. CHeCK OuT THeSe TIPS FROM GLenn TAYLOR, DIReCTOR AT enGIne ROOM BuSIneSS InnOVATIOn.

Humans speak. We speak when we are awake, and we speak in our dreams. We are always speaking, even when we do not utter a single word aloud, but merely listen or read, and even when we are not particularly listening or speaking, but are attending to some work or taking a rest. We are continually speaking in one way or another. We speak because speaking is natural to us. Plato defined the human being as ‘the animal that speaks’, and his pupil Aristotle, defined the human being as ‘the animal that thinks’. Both speech and reason condition each other and are dependent on each other.

The strong linkage between speech and reason was highlighted when I was undertaking my first helicopter flying lesson. I was hovering for the first time and after being complimented, was asked a question by the instructor. When attempting to answer the question, the helicopter’s stability greatly diminished, and the instructor had to take over. This episode repeated itself several times during that first lesson. I could successfully hover, but could not hover and communicate simultaneously.

In a crisis we are also at risk of being overwhelmed with our thoughts and our communication then greatly suffers.

“The biggest problem with communication is the illusion it has taken place.”

George Bernard Shaw Professor, Nitin Nohria

As a leader in a crisis, how can you continue to communicate effectively?

Below are five tips:

½ Dial it Up

In a crisis, people need reassurance that the leadership team comprehend the situation and are taking the appropriate actions to move to a better future. In the void of communication people often make up their own ‘stuff’.

So don’t risk people going down a negative spiral – fill the void with your reassuring positive messages. ½ Be structured

Deliver your communication in a crisp, concise and clear manner. Consider using the why, what, how, and when format. ½ why is there a crisis?; ½ what steps will we be taken to deal with the crisis?; ½ how will these steps be undertaken?; ½ finally, when will the steps be taken and when should we see a positive impact? ½ Be genuine and

authentic

People need to be able to relate to you and trust that you understand their perspective (thoughts and feelings).

So deliver the communication genuinely and authentically. ½ Listen and respond calmly

Ask good questions to gauge perspectives and respond calmly.

People need to know that the leader has a ‘cool head’ and isn’t going to be unsettled by others’ fears/concerns. ½ Anticipate and adapt

Crises occur when the unexpected arrives. So, ‘dial-up’ the forward thinking to anticipate what is going to happen next and adapt accordingly. Go back to step one and start the five steps again.

I suggest that most crises can be traced back to a miscommunication occurring at some stage – a proactive communication opportunity was missed, or a key message not clearly understood. So, if a lack of effective communication is a significant cause of most crises, it will probably be that effective communication will also be the primary solution for most crises. Yes – humans are an animal that speaks and thinks, and speaks and thinks both moving into and out of crises. So, to both avoid and deal with crises - look forward, anticipate and communicate effectively.

“Communication is the real work of leadership.” Harvard Business School Professor, Nitin Nohria

Glenn Taylor

Director, Engine Room Business Innovation www.engineroombi.com