Note from Neil Nixon - July 2007
In a crisis or contentious situation, one of the most common strategic mistakes made by many organizations is in having the wrong focus or “mindset.” Yes, organizations, just like individual people, have corporate mindsets.
Borrowing a line from the infamous character portrayed by actor Strother Martin in the movie classic “Cool Hand Luke” it’s critical that those coordinating crisis responses “get your mind right!” And the first step toward this is having a firm understanding of who the true audience is for information.
Far too often, companies focus solely on communicating with the news media, as if reporters are the audience rather than the conduit or filter for information. Companies possessing this “mindset” tend to focus their messages on relaying factual information about the sensitive issue, mirroring the media’s goal and objective in covering a news story to get the “Five W’s” (Who? What? Where? When? Why?)
Instead, I emphasize to my clients that the proper corporate mindset dictates that organizations direct their message toward the public, and the various sub-constituencies that make up that term. This approach focuses not on the problem itself, but rather on what the organization is doing about the problem or sensitive issue.
You can always say something good about how you are responding to an issue; you can’t usually say anything good about a fire, a spill, an explosion, etc. Speaking to what your organization is doing about the issue also provides a unique perspective that no other party (emergency officials, eyewitnesses, political officials, etc.) can provide as well as you.
In short, focus on those elements that will put you in position to control the perception of your company and how it is responding. Focusing on the media’s agenda of discussing the time the event occurred, how high the flames rose, or the likely culprit for the incident certainly gives reporters what they want and need, but doesn’t give your organization an opportunity to demonstrate to your ultimate audience, the public, that you’re actively and appropriately responding to the issue.
In a crisis or contentious situation, one of the most common strategic mistakes made by many organizations is in having the wrong focus or “mindset.” Yes, organizations, just like individual people, have corporate mindsets.
Borrowing a line from the infamous character portrayed by actor Strother Martin in the movie classic “Cool Hand Luke” it’s critical that those coordinating crisis responses “get your mind right!” And the first step toward this is having a firm understanding of who the true audience is for information.
Far too often, companies focus solely on communicating with the news media, as if reporters are the audience rather than the conduit or filter for information. Companies possessing this “mindset” tend to focus their messages on relaying factual information about the sensitive issue, mirroring the media’s goal and objective in covering a news story to get the “Five W’s” (Who? What? Where? When? Why?)
Instead, I emphasize to my clients that the proper corporate mindset dictates that organizations direct their message toward the public, and the various sub-constituencies that make up that term. This approach focuses not on the problem itself, but rather on what the organization is doing about the problem or sensitive issue.
You can always say something good about how you are responding to an issue; you can’t usually say anything good about a fire, a spill, an explosion, etc. Speaking to what your organization is doing about the issue also provides a unique perspective that no other party (emergency officials, eyewitnesses, political officials, etc.) can provide as well as you.
In short, focus on those elements that will put you in position to control the perception of your company and how it is responding. Focusing on the media’s agenda of discussing the time the event occurred, how high the flames rose, or the likely culprit for the incident certainly gives reporters what they want and need, but doesn’t give your organization an opportunity to demonstrate to your ultimate audience, the public, that you’re actively and appropriately responding to the issue.