Nothing beats a personal touch
It’s been a long time since merely issuing a press release was considered adequate communication. These days, taking only that meager measure is almost inviting crisis, as criticism is bound to follow. BCM President Jonathan Bernstein recently addressed this issue in a Fox Sports article regarding college football coach Mike Anderson’s sudden departure from Missouri’s program, addressed only by a statement buried in a related press release:
To some, a press release is never enough.
Jonathan Bernstein, president of the Los Angeles-based Bernstein Crisis Management, Inc., said the best written statements pale in comparison to a voice’s power. He said Anderson’s cloaked departure from Missouri “puzzled” him, and that it came across as uncaring.
Bernstein said humility and transparency should be the guiding principles for a coach’s communication strategy in difficult situations. Fortunately for Anderson, Bernstein said, the public’s memory of messy breakups does not last long.
“In terms of the general public, they are probably going to move on,” Bernstein said. “I don’t think it will have a long-term affect on his career. I just think it was very poorly handled from an issues management point of view.”
Although the incident will probably not damage his “brand” so to speak, had Anderson taken the extra step and given a personal and public goodbye he would have had the opportunity to bank good will that could be used in future crisis management.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/