How the public perceives your organization can make or break you in a crisis
Image is very important in preserving reputation during and after crises. Because of this, it’s important to evaluate your crisis management strategy not from the perspective of the company CEO, but that of your average stakeholder. A quote, from Bloomberg Businessweek article by Jeff Schmitt:
I’m imagining who you are before you even speak. Chances are, you’re no different from the big shots around town: aloof and full of yourself, concerned only about the almighty dollar. Behind the facade, you’re probably the friend who spurned me, the crush who overlooked me, and the boss who cheated me—all rolled into one.
Don’t kid yourself, there’s probably a disconnect between you and the rest of us. So don’t exacerbate it by playing into our antipathy. Be aware of what your worst critics think of your organization (or you personally). Acknowledge the skepticism. Surprise us by humanizing yourself. Share your emotions—sans the self-pity—and how the event has touched those around you. Have an independent party critique you before you go public, to ensure you strike the right tone and come across as humble, thoughtful, and likable.
Of course your words and behavior are the driving factors in portraying this well, but everything from scene and setting to your actual clothing affects the public’s perception. While a personable and media-savvy CEO is a rare gem, you can still achieve the results you want with proper media training and some serious practice.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/