TOUGH TIMES DEMAND TOUGH SPOKESPERSONS

Today, more than ever, we need the best crisis-ready spokespersons to address the public, employees, shareholders and all other stakeholders - in person, online or in electronic or print media.

Some spokespersons are naturals, others are not. Some organizations are ready, some are leaving it to chance.

Smart leaders recognize the need to identify and prepare spokespersons before they need to step in. In the heat of crisis, there is precious little time for planning and prepping.

Consider for a moment what it takes to be the best and brightest spokespersons:

The best spokesperson:

• Holds a senior position and title appropriate to the challenge. If, for example, the crisis is widespread, lives are at stake and the reputation of the organization is threatened, the most senior person – ideally the CEO – is the best spokesperson. If the crisis is localized, the best spokesperson is the most senior local executive. If the issue is a technical one best explained by a specialized person – he or she often can appear alongside the senior spokesperson..
  
  Needless to say, government leadership rests with the President, governors, mayors and other local leaders when required. But – and here is a big but – if we were to face a national terrorist threat to public health, we also would need a trusted medical or scientific figure to inform and help calm the public. In this case it crucial to understand and be coached in the well-defined principles of risk communication. These include the need to use clear, jargon-free language, to communicate quickly and continuously, and show empathy and compassion.
   
• Has the self-discipline to stay “on message.” The best spokesperson is able to adapt official messages to his or her own style, while staying “on message” – remembering that a maximum of 3 key messages are best. In fact, one or two message may be appropriate. And don’t forget to bring the messages to life with well-thought-out examples, stories or data.
   
• Is continuously updated on the situation.
   
• Has high energy and is able to sustain that energy under pressure and possibly multiple interviews and meetings
   
• Is able to remain calm.
   
• Practices with a coach who will provide praise and criticism.
   

Some final notes:

Always have senior backups ready and coached to sub for the lead spokespersons if they are unavailable or need to take a break.

We generally think of spokespersons in their roles in front of groups such as employees; in testimony; and in front of the traditional print and broadcast media. Their role is also important in the growing online media, including blogs and the social media sites. The same rules apply, with the added challenge of keeping up with the rapidly-moving traffic online. In a crisis, the spokesperson will be best served by an online “traffic cop” to sort all of this 24/7 and help make the best use of the spokesperson. Blogs and other postings need not always be “signed” by the lead spokesperson, though the organization should be clearly identified – and care must be taken to be consistent with the spokesperson’s messages.

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Crisis Communicator is a publication of The Biegel Group, Inc., Washington DC. Len Biegel, President of The Biegel Group, is an internationally recognized crisis management and communications expert. His experiences range from the Tylenol tampering crisis to the events of 9/11 and Katrina. His work spans homeland security, the environment and travel, from outer space (for NASA) to major airlines; to the cruises and maritime industry. He is the author of Never Say Never: The Complete Executive guide to Crisis Management (Brick Tower Press, 2008).

We welcome your inquiries and comments.. Please visit our Web site at www.thebiegelgroup.com or email us directly at lbiegel@gmail.com