Guilty or Not, Jackson Delivers Crisis Comm
Guilt or innocence notwithstanding, Illinois Representative Jesse Jackson, Jr. adhered to three of the top rules for communicating in a crisis when he responded to the Illinois Governor Blagojevich scandal. For that, his PR team should be commended. He was swift, decisive, and transparent with the public and media. As crisis communication guru Henry Fawell put it in a recent post, Rep. Jackson made news on his terms. When the dust settles, and his reputation has taken only minor hits from the scandal, remember the strategy that Jackson followed.
The public gets its news from hearsay (friends), the blogging community, and broadcast news. The journalistic integrity of each has definitely come into question on more than one occasion, so why would an embattled public figure or company remain silent when their name is being tossed to-and-fro in the media. Staying quiet in a crisis is a surefire approach to losing in the court of public opinion.
Here are the three rules Rep. Jackson followed:
1. Be Swift: The moment you hear rumblings of potential bad press, huddle with your team to determine what your counter messages will be. Advise the media and then go away to implement the next phase of your crisis plan. No need to linger. (having a prepared crisis communications plan is even better)
2. Be Decisive: The storm will not blow over. You have to address it, so decide to do just that. Admonish your team to follow the plan that’s been laid out and to not deviate. You must be a leader who’s in control even if the heat is being turned-up on you.
3. Be Transparent: Don’t lie. Tell the truth. The media will find out the truth anyway, so be forthcoming. The public can be extremely sympathetic to those who demonstrate a level of contriteness or who appear to be sincere.
Expect that your crisis communication plan will extend beyond the press. Be prepared to share your messages and stance online through blogs or through your own video on Youtube or some other self-controlled outlet. Whether you choose to participate or not, your public image will be shaped. It’s better for you if you are in control.
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It’s interesting that you mentioned these 3 things. I just watched President Obama’s media briefing and he did those 3 things when he touched on the issue with the governor. I was impressed. I didn’t expect him to do that but he did. In fact, he did it before he introduced the new members of his cabinet.
The old “KISS” method works too. Keep it simple stupid.
You are absolutely right. The public is very forgiving if they feel you are telling them them the truth. I don’t know why many feel that they can lie to the public. It always comes back to bite you later. Prime examples, Bill Clinton/Monica Lewinsky, Hillary Clinton/lying about being in the midst of enemy fire, John Edwards cheating on his sick wife…The truth always comes out. It’s better if you tell it than for the media to dig it up later.
These guys are well trained and now they get it.
And, LRenee, honesty is key. The public isn’t stupid. They know when you are trying to hide something.