A Guide to Crisis Communications: Part 4 - Take Accountability

If you have read Part 3 of this series, then the next step after ensuring your spokesperson is able and prepared, you need to take ownership of the situation, i.e. take accountability.

There are clear steps to be accountable, namely:

• Clearly state what went wrong
• Share/Show an understanding of how to fix it?
• Hold people accountable?
• Take proactive action and not because of consumer outcry or regulatory pressure
• Actually spend money to fix the problem, not doing so will cost you more

When faced with a difficult situation or questions, most people are defensive and when this plays out on a public stage, constant rebuttals and trading insults only incites and prolongs media coverage.

Remember, the media loves scandals, it's what gets them the clicks. Take a different approach and you will reap rewards.

A willingness to take responsibility for possible errors in practice, policy or judgement shows a desire to correct the situation. Demonstrate a clear path toward “business as usual.”

This approach, particularly taken on by the CEO, can also provide another opportunity to own the narrative and reiterate the overarching organisational mission or values.?

In addition to what went wrong, it is important to:

?? Show any impact it has had on parties responsible

?? Share the steps that have been taken to address the crisis?

?? Outline changes to policy and procedure (if any) that was the result of the crisis?

While corporate apologies are common today, they are not a magic solution that will close the case.

A United Airlines passenger was physically removed from an April 2017 flight, which provided 34 seconds of intense video footage that went viral globally.

The CEO and spokesperson, Oscar Munoz put out two defiant statements. He eventually apologised but few will forget that he first blamed the victim and praised the flight crew. Within just three days, of the incident, United lost an estimated $255 million in market cap.

Not long before that it had booted two 10-year old girls for not wearing proper attire. What were they wearing? Leggings. Their father who was wearing shorts was allowed though. Do you see a pattern with this company?

While few crisis incidents are as globally viral and high-profile as the above. Remember, there are rules to issuing an apology:?

• It should be made by someone with direct responsibility or in a leadership position in the organisation.?
• Apologies need to be made before multiple days of negative press to be effective. Otherwise it looks forced and insincere.

In the end, it more than just about an apology. Company spokespersons must demonstrate that they have an understanding of what and where things went wrong and take a part or all of the responsibility for it.

Without this, apologies can feel fake. You are better off by being transparent with the negative or unsavoury details in order to demonstrate your knowledge and understanding of the issue.

Here's some tips on what NOT TO SAY in an apology:

• We're sorry you feel that way
• We don't know how to fix it
• Our company head is not available for comment
• There are no next steps at this time
• Any highfaluting words or legal jargon

Over the last hundred years, companies have been reluctant to be accountable because of fear of litigation. But I believe you can avoid litigation if you approach the crisis sincerely.

However, you need to be careful and if you stick by your corporate and personal values, you'll create a winning situation out of a difficult one.

Some of the more common crisis issues, particularly HR-related ones, can be defended by a clear set of corporate policies.

While this will not prevent misconduct, it can help the organisation communicate that workforce expectations have been made clear and that certain acts are in direct violation.

Posting the guidelines on the company website can also reinforce the notion that you are committed to the values reflected.

Stay tuned for the conclusion of this series tomorrow where I will share how you can start strategising your crisis response.

Comment below if you have any questions.