Hear ye
“Character is not made in a crisis, it is only exhibited.” - Robert Freeman
Having worked for a while in the world of crisis management, I can usually tell when a bona fide, unexpected, hair-is-on-fire, 4-alarm crisis is unfolding, and when it is a merely a kerfuffle that has had an accelerant added by the participants.
Most man-made crises (as opposed to natural disasters) are usually the latter: dramas that have been made worse through the intentional or inept action of the humans involved. Very often the action is an attempted cover-up of the activities that created the drama in the first place.
The phases of a SNAFU crisis/drama usually follow this pattern:
Inaction. Something unfavorable has occurred and a few folks have noticed, but those who set it in motion will pretend it hasn’t happened. Think “head in the sand.”
Denial. More attention is being focused on the issue but those who created it say “it isn’t our problem” and profess to know nothing. “We don’t know what you are talking about!” and “There’s nothing to see here!”
Redirecting Criticism. It’s someone else’s fault for bringing attention to this: “You people are making this worse by talking about it.”
Stonewalling and selective disclosure: Bringing in outsiders to provide time and cover. “We really can’t tell you anything because our lawyers/insurers/doctors/therapists/PR folk won’t let us (usually untrue.)
Mea Culpa. The non-apology apology, or “Why can’t we all just move on?” “We are sorry, we didn’t mean to, and despite how awfully and damnably we have acted, we want you to forget all about it, so we can feel better about ourselves.”
Of course, none of this has to happen this way but again: humans.
“Crises are like a bunch of dead fish, they don’t get better with age.” - Jody Powell
So what to do instead? First, face up to some inconvenient truths:
Emotions will win over the facts, at first, and perhaps forever. Deal with it maturely.
The truth is whatever public opinion says it is. So, tell the truth, not the truthy truth.
In the court of public opinion, you are guilty until proven innocent. You have to work through the public examination to get to have your closing argument heard. There are no shortcuts and the Senate will not exonerate you.
Speed of response is critical. Without a plan, you will be tried, convicted and sentenced before you realize what’s happened.
Crisis management is actually pretty straightforward for most issues an individual or organization will make. Follow these 5 rules:
Don’t turn a drama into a crisis: Perspective is critical, don’t make the issue bigger or try to wish it away. Step up STAT.
Tell the truth: It will make most problems go away pretty quickly, and you won’t have to remember what you made up.
Take ownership: Act fast to acknowledge the problem and put it behind you – don’t extend its life.
Be visible: Don’t delegate the task of protecting yourself to someone else. Ultimately, it’s your leadership and your reputation that are on the line.
Be real: This may be the hardest part. Be the honest and authentic you. If you are truly trustworthy and likable, you’ll get a pass for most transgressions.
If you are not, call this guy, I hear he’s looking for work.