Crisis-Speak: How to Decipher the 'Code'

Recently the New York/New Jersey Metropolitan Area had a major crisis - the Hoboken Train Crash. As the events of the day unfolded, I watched with interest and observed a few things about how the crisis was handled. One thing was clear: it's not just about what you say, but it's how you say it!

First and foremost, NJ Transit, the City of Hoboken and New York City handled the crisis incredibly well. They worked to get the information out there as swiftly as they could, and all city officials were on hand and on camera to explain to the public what had happened and how things unfolded. Importantly, too, they had an enormous responsibility - as things go these days - to reassure the public that this wasn't a terrorist incident. They also needed to reassure the public that this isn't a regular occurrence. They did all of that.

What was interesting to me was the subtext. The first crisis spokeswoman they had on camera delivered a very sound, reasonable message. At the end of the press conference, she smiled. Inappropriately. She almost giggled. Not sure why. Probably a reaction. Stage fright. Inexperience. By the time the next press conference was held, another much more appropriate, experienced spokeswoman appeared. Her demeanor was serious. She was on point, and her words, actions and demeanor matched the seriousness of the situation. The initial spokesperson was gone, the initialness of the tragedy was now turning from an in-the-moment response to a professionalized, developing story and then into a well-honed crisis communications response.

Have you thought through how your message delivery matches up with the non-verbal cues? Do your 'real' messages line up? Think about the election - Hillary Clinton delivered messages but at times her face wasn't 100% with what she was saying. Really, it was often restraint that she had to show - in the face of hurling insults - but the result is the same - it leaves you thinking: what's really going on under there? I'm not sure...

Below are a few things to think about when you are reviewing your crisis planning. Whether you are in New York, New Jersey, Hoboken, Boston, Washington, DC or LA, it's all the same . . . take a look below at the various stages of non-verbal effectiveness.

The Stages of Nonverbal Effectiveness

Well-honed Response

• The delivery is natural, confident and enhances the message-posture, eye contact; smooth gestures, facial expressions, volume, pace, etc. indicate confidence, a commitment to the topic, and a willingness to communicate.
• The vocal tone, delivery, style and clothing are consistent with the message.
• Limited filler words (“ums”) are used.
• Clear articulation and pronunciation are used consistently.

Developing Story

• The delivery generally seems effective- however, effective use of volume, eye contact, vocal control, etc. may not be consistent; some hesitancy may be observed.
• Vocal tone, facial expressions, clothing and other nonverbal expression do not detract significantly from the message.
• Filler words are not distracting.
• Generally, articulation and pronunciation are clear.

Initial Reaction - or Non-professional Response

• The delivery detracts from the message; eye contact may be limited; the presenter may tend to speak inaudibly, fidget or read most of the message; gestures and movements may be excessive.
• The delivery may appear inconsistent with the message.
• Filler words (“ums”) are used excessively.
• Articulation and pronunciation tend to be sloppy.
• Over dependence on notes may be observed.

In today's world, remember that your words are key - but pay attention to the non-verbal cues that you or your spokesperson are putting out as well - it could mean everything to your audience.