The Three C’s of Credibility

Jonathan Bernstein crisis management

During a crisis, effective spokespersons must heed what I call the “Three C’s of Credibility.” If stakeholders perceive you as Compassionate, Competent and Confident, they are far more likely to believe your messages. In fact, if you’re really good at projecting the “Three C’s,” you can get away with some messaging errors and still win over your audience.

Look for an expanded version of this concept in the latest issue of my free ezine, Crisis Manager

Jonathan Bernstein
President, Bernstein Crisis Management, Inc.
Author, “Keeping the Wolves at Bay: A Media Training Manual”

Update: The 3 C’s of Credibility have now been compiled into an easy-to-follow infographic. You can find it on our blog, here.