Savvy crisis communication wins trust of the people
Japanese Cabinet Secretary Yukio Edano has been doing crisis management for the country starting mere hours after the brutal earthquake of March 11. Edano has put on a clinic since then, exemplifying the ideal spokesman through what was surely extreme stress, as this quote from a blog post by Japanese PR pro Takashi Kurosawa details:
One important factor in the field of PR is risk management communications during an emergency situation. This is because a mishandling of the situation would lead to antagonizing not only the customers but also society as a whole. Edano’s attitude has been exemplary from this perspective, and I have listed below the reasons why that is so.
1. Speaks clearly, slowly and pauses between paragraphs.
2. Doesn’t read out from a script and speaks in his own words instead.
3. When pointing to a journalist to ask a question, he answers looking at him/her straight in the eye.
4. Doesn’t deny possibilities (such as that of leakage of radiation) and accepts them as “possible”.
5. For factors that require expert knowledge, he first explains so but also voices his own opinion.
6. Repeatedly goes over points that might lead to misunderstanding. (The beginning of the video above taken on the 12th, or the explanation he gave about the 4th reactor -around 10:00 in the video below- are cases in point)
7. Clearly articulates the issues that are of the greatest interest to the audience, namely the possible impacts of radiation on the human body. (Not only in terms of figures, but also about the fact that the time of exposure influences the overall impact.)
8. Doesn’t give evasive answers and instead answers as well as possible within the scope of the available facts.
9. Always appears as the spokesman.
10. Gives concrete examples for what each citizen can do to contribute to the situation (conserve energy, don’t send out chain e-mails, don’t hoard, etc.)
Regardless of whether you are speaking for a government or business, honesty, patience and confidence are prime traits that will ensure you gain the trust of stakeholders.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/