April 2009 Topic of the Month: The Communications Coach

In last month’s Crisis Communicator we talked about the attributes of the successful spokesperson in tough times. This month we take that prescription to the next level and discuss the preparation every spokesperson should go through – whether they are the most seasoned, the most natural, or in need of some improvement.

First a few words about what we believe when it comes to spokesperson preparation:

• The ability to communicate effectively – whether to inform or to motivate - is the essence of a successful professional – whether on the way up or in the top seat.
• There is no such thing as a poor communicator. Everyone has the potential to be an effective speaker and interview subject. The best training looks at the positive attributes of the spokespersons being trained; and builds upon that to criticize constructively.
• Assume that the audience you are about to address needs or wants to hear what you have to say. And they do not want to be bored.
• Q&A? You can and should anticipate most questions. You also should be aware of the different types of questioners – from the challenger to the comedian.
• The key to effective communication is in the preparation.
• Cookie-cutter training (or coaching) is just that – instant gratification but empty calories. The best training is built on a solid platform and tailored to the specifics of the spokespersons and the subject involved.
• Do you walk out of a training session a changed person? No, but in most cases, you can be expected to walk out thinking of yourself differently, with an awareness of best practices. With more and more real-world experience, the results become clear.

The art of communications training can trace its roots to the Tylenol tampering and Johnson & Johnson CEO Jim Burke. Over the years, as we have continued to point to him as the role model for the A+ spokesperson, we have expanded the training concepts to cover a number of other challenges.

We offer here a short primer on these concepts. In the interest of full disclosure, we are proud to report that we at The Biegel Group are heavily engaged in the development and offering of all of the training concepts.

Media Skills Training
Media Training, the foundation for all other communications training, is based on the generally accepted 3-message approach and the bridging technique for successful handling of questions.

Media training, to be effective, has recently on a new dimension – to create an understanding and comfort level in dealing with the Web and with the social media.

Four-Hour Crisis Training.
It is assumed that designated spokespersons on the crisis team have gone through media training prior to this session.

The multiple challenges of keeping crisis team members on their toes; indoctrinating new or backup crisis team members; and testing plans are high priorities at many companies (and should be for all companies). Simulations often are looked at as time-consuming and expensive distractions. This need not be the case, for crisis training and a simulation can be achieved efficiently and effectively in the Four-Hour Crisis Training. The session begins with a discussion of basic concepts, updates and reports on the latest developments in crises. The group is then given a tough scenario which reflects a realistic, plausible event which, though it has not occurred, could occur.

The team is then given time – roughly 45 minutes – to discuss how they would approach the scenario in every critical aspect. At the end of this discussion period (often called a tabletop exercise), the group, having designated a media-trained spokesperson, will face a simulated press conference in which he or she will not only test their skills as a communicator but also report on the organization’s responses to the crisis.

The session closes with a debrief, asking for response to a number of criteria – in particular, how did the organization express concern, its commitment to resolution and the actions underway. A bonus: During the debrief, the team inevitably finds a procedure in the crisis plan or in the organization that can be added or improved to prevent a crisis.

Risk Communication Training
Research into how the public perceives risks and what they want to hear in a situation in which they have no control (a defective product, a chemical leak, spread of a disease or a terrorist attack), has led to the development of generally accepted standards for communicating calmly and responsibly to the public. These standards, when applied to Risk Communications Training, equips leaders in the private sector as well as government and the scientific world with the tools to calm the public should a threat to public health or safety confront us. Interestingly, the same rules apply to the current fears resulting from the economic situation we face in the UJS and abroad.

The well-documented rules include the public’s desire for straight, clear communication. They want to be listened to. And they want to hear not only what is being done but what they can do. And, above all, they want to hear from qualified, trusted leaders.

While all of this may seem simple, it only is simple when there is recognition that preparation counts.

Angry Opposition Communication Training.
A close ally of risk communication is Angry Opposition Communication Training. Angry customers, angry activists and angry employees all share common bonds: Something has occurred – the tipping point- that has led to the moment in which they need to vent, to protest, to insist on actions or remedies.

This new area of communication training is based in part on understanding the underpinnings of anger – why people are angry; and why defenders or spokespersons react in certain ways – in fact, understanding their own reactions to anger. This understanding, combined with some of the basic concepts of listening skills and response, has enabled us to design and deliver a unique approach to dealing with frustrations, dissatisfaction and anger.

Presentation Skills Training
We have all heard the results of some survey (which I’ve never seen) that most people fear speaking in public more than they fear death. A totally unfounded fear, I contend. If you’re not the most effective speaker, you can learn to become effective.

The daunting prospect of facing an audience can become a success story rather than the dreaded failure feared by too many, if the time is taken to prepare, practice and adapt the mind-set that puts one into a comfort zone. Props and PowerPoint can be an advantage or a liability – and the best presentation training addresses the techniques for preparing and using them effectively.

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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