There's nothing like adding salt to the wound when you're already trying to dig yourself out of one of the worst examples of "Crisis Communications Gone Horribly Wrong."
Just ask BP's former CEO Tony Hayward, whose five-word soundbite ultimately cost him his job and made him a media celebrity -- for all the wrong reasons.
Or, what about this from the now-infamous Katie Couric-Sarah Palin interview -- just one of many blunders [from this interview] that kept Palin's team busy with reactive crisis communications.
Let's learn from the blunders this week. Share your own example, and briefly explain your thoughts on how the gaffe could have been fixed with smart crisis communications.
I think when crisis communications go horribly wrong, it's not just because someone said something stupid. The real underlying reason is lack of planning, esp, in crisis pre-emption and crisis handling preparation. Both require teamwork, clear thinking and writing, and brainstorming.
ReplyDeleteAs a vice presidental candidate, Sarah Palin should have met with her group of advisers before any press interview. They should have sat down and studiously reflected about potential questions a reporter would probably ask. Someone in the group would have, more likely than not,brought up "What publications you regularly read?"
The advantage of this approach is that Palin would have had time to think about a credible answer, before being asked the question.
In Tony Hayward's case, I think it's obvious that he did not have adequate preparation from his crisis team. Hayward should have had recited a long of actions the BP was undertaking to plug the gushing oil well, clean up the environmental damage, and compensate victims; including spill related job losses (such as commerical fishing, tourism industry in slick stricken areas)
Hayward could have done this thorough a clearly and convincingly done powerpoint presentation. A good crisis team could have assisted Hawyard with putting this together.
Hayward should also have said that nothing is more important than a stopping the leak, cleaning the damage, and compensating the victims. And when apologizing, he should have said he was sorry for the extreme hardship the oil spill has caused for so many people.
About fixing Palin and Hayward's gaffes? I'll discuss that in my next blog entry.
Oh the funny things kids say....er adults. Living a public life is very demanding; I am very grateful to not have one. The Palin and Hayward blurbs were taken far beyond their original intent but news is news. Loose lips? Brain freeze? Our personal faux pas are not scrutinized by the media. Preparation by pr professionals could have assuaged or prevented the backlash but how much is needed on a daily basis to prevent this? Both Hayward and Palin, lived the public life enough to dull their senses. Hayward especially, I personally would have wanted to resume my life. The immense pressures of their individual situations would have made any reasonable person crawl under a rock.
ReplyDeleteI haven't experienced a crisis to share but I can see family dynamics falling under the category of the "ground zero" of crisis. One family member spreading a rumor about what Uncle Bob said about Aunt Mary's kids. Another black sheep committing an insufferable act upon a relative. Where's the crisis management? Maybe Grandpa Owen has to mitigate the comments. Rally the family with heartfelt apologies and manageable solutions.....Hey isn't Thanksgiving coming around soon? OH , BOY!!! Time to create a few scenarios and token statements in preparation folks. Know your family audience, rank each on risk/reputation, do not shoot the messenger, assign blame, or thrust the cranberry sauce on someone's lap. Tell it all, tell it fast, and stuff some more turkey down your gullet to stifle those resentful comments. Come on, it is only one day, so be professional guys.
Oh wow, only one example? Since we are on the topic of elections, the GOP has had plenty of material to choose from, lol. It's interesting how a candidate who knows so little, attempts to dance around a simple question. Then the same candidate tries to blame everyone else for their lack of knowledge. Oh Sarah, tsk tsk. But hey, do I miss those entertaining little Palinisms? You betcha ;-)
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