Crisis Communications in a Social Media World

A recent article in Forbes by Davia Temin, “10 Leadership Blind Spots That Can Trigger Business Crises In 2017,’ points to one near and dear to anyone who identifies as a crisis communications expert.

Temin’s “Blind Spot #4” reads “Don’t trust your ability to control the message. Most companies still operate under old crisis management paradigms, assuming they can control the message through one-way ‘talking points,’ expecting the public to believe them and move on. The very nature of social media fosters a disbelief in company messaging, often exacerbated (anonymously) by some of a company’s own employees. The best leaders have given up the illusion that they can totally control the message, and engage in the conversation nonetheless. They take a 360-degree approach to communicating in a crisis: they make their points, are responsive to public questions and demands, adapt to changing narratives, yet retain their core truths, principles and value proposition.”

This is no ‘alternative truth,’ but the fact about the fast-paced, transparent world we live in today. Like the carnival game “Whack-a-Mole,” a set of talking points released here only elicits a nasty response there. And there. And over there, too.

Today more than ever, telling the truth with solid facts, is essential day, and in a crisis situation, even more so.

Factors behind the scenes which involve sticky legal ramifications or HR factors may come into play, but any leader or spokesperson needs to be as forthcoming as possible, and as quickly as possible.

This past Saturday, the new White House administration faced its first test – and failed miserably. Spokesman Sean Spicer called the media in to the briefing room, berated them with what were clearly falsehoods on his part (apparently forced on him by his boss), put a firm “Period!” at the end of his tirade, and took no questions.

Spicer was eviscerated in the media, and deservedly so. On Sunday, a more conciliatory Spicer appeared and gave what may be the closest thing we ever see to a Trump mea culpa.

But the lesson is clear; don’t think you can control the message in today’s social media world. The best you can do is to tell the truest truth you can, be open to questions from every angle, and try to stay ahead of the never-ending news cycle.