It depends on the crisis. If the ship is sinking, there’s no time for stories—unless someone has a story that is directly applicable to the situation—and the story is short and to the point. The assumption that story telling will magically turn the tide is ridiculous. It’s but one of the tools available to you. Much more important—IMHO—is a communication crisis action plan that you’ve developed with the input of the organization’s constituencies where you have considered every potential issue the organization might face and developed plans and strategies designed to kickstart effective responses. And this plan should be promulgated and reviewed regularly with those who might be involved in managing thd crises.

A prominent example of effective storytelling during a crisis is Emirates Airlines' response to safety concerns during COVID-19 pandemic Storytelling Approach: - Human-Centered Narratives: They shared stories from crew members and passengers, emphasizing dedication and emotional experiences. - Safety Communication: Emirates highlighted extensive health measures, such as rigorous cleaning protocols and PPE use, framed around customer care. - Fly Better" Campaign: This campaign featured real stories, creating connections with audiences and reinforcing trust. Impact: By effectively communicating safety and care, Emirates maintained customer loyalty and positioned itself as a leader in travel safety during the crisis.

In einer Krisensituation sollte m?glichst proaktiv kommuniziert werden. Nichts ist schlimmer als zu versuchen, es auszusitzen. Dann werden andere die Storyline bestimmen. Natürlich kann nicht immer alles gesagt werden, aber die gr?sstm?gliche Transparenz über den Stand der Dinge sollte mitgeteilt werden. Dazu kann es geh?ren, Fehler einzur?umen, sich zu entschuldigen oder weitere Kommunikation in Aussicht zu stellen – muss es aber nicht, wenn noch nicht sicher ist, wie die Sachlage ist.

Em uma crise de comunica??o, priorizo uma narrativa transparente e alinhada aos valores da empresa. Primeiro, reúno os fatos, garantindo que todas as informa??es sejam precisas e compreendidas internamente. Em seguida, articulo uma mensagem clara e empática, que aborde diretamente as preocupa??es das partes interessadas, refor?ando nosso compromisso com solu??es proativas. Por fim, utilizo canais estratégicos para disseminar a mensagem, monitorando a recep??o e ajustando conforme necessário para manter a confian?a e o impacto positivo.

Tell your story either at the beginning or the end of your intervention. Both methods can work powerfully but in different ways . The former is more tricky as it raises expectations and you must ensure that whatever you say after stays within the arc of the stage you set . Often speakers forget and lose the thread making their story feel disconnected. The art is to keep momentum. Telling your story last can be a powerful way to pull your audience back from browsing through their social media. It should of course but does not necessarily have to relate as much to the body of your intervention as most of the audience will have stopped paying attention. Make sure that your story nails the key message (es) you want the audience to remember.