Successful crisis communication is not just about what we say: words are important of course, but so is the imagery which accompanies them. Many people spend too little time thinking about this important element of their crisis communication, and suffer as a result.
Here are three ways that you can create the right impression and avoid some of the more obvious traps.
1) Casual style = casual response: if you’re the face of the organisation charged with dealing with a major incident you need to look like you’re on top of it. However unfair it may be, research shows that when the public views a media spokesperson they take cues from their physical appearance and what they are wearing. A smart, well-presented individual benefits from immediate credibility and a feeling of professionalism. Conversely, casual clothing or a dishevelled appearance indicates the person is disorganised and not in control of the situation. If this is further exacerbated by a casual style of communication, the problem is made even worse.
2) Body language reinforces - or detracts from - the message: body language matters as much as the words coming out of your mouth. A defensive or arrogant posture will be noticed by TV viewers whereas spokespeople who employ empathetic and appropriate body language succeed in communicating much more effectively. Those who are totally immobile lose the attention of viewers, whilst jerky or hesitant body language serves only to distract from the content of what is being said.
3) The interview environment talks to the viewer – you might be surprised to hear that where you are interviewed has a large effect on the perceptions of those receiving the message. A very staid setting with a podium, or a room with people rushing around behind you, imply to the public that this must be a very serious situation, a major crisis in fact. A relevant backdrop – a laboratory for a scientist for example – adds further subliminal credibility to the spokesperson and means the public are more likely to trust them. Being seen at the site of the crisis communicates empathy and control, and positions you as part of the solution, rather than part of the problem.
It’s easy to under-estimate the power of an image in crisis communication. The right content is of course vital, but it will not work without the support of the right visual cues as well.
Communicating with Confidence
Many business people are affected by nerves when speaking in front of an audience: especially one which is made up of their colleagues! This can result in fluffed lines, hesitant body language or a shaky voice. Communication skills training can help to address these challenges and the following tips can also help to prevent and overcome the most common concerns.
Four Questions to Ask Before the CEO Faces the Media
In a crisis, should the chief executive be your media spokesperson? Putting the CEO forward as the face of the organisation should not be a kneejerk reaction: it should be a well considered decision designed to help the organisation communicate most effectively with its stakeholders and thereby protect its reputation.
Three Steps to Avoid Being on the Wrong End of a Media Encounter
It’s 10.15am, you’re in your office and the phone rings. You pick up and a voice says: “Hi, this is John Davis from the BBC, we’d like to ask you a few questions….” By now, your heart is racing and your mind is whirling. So what do you do?
