Lessons in High-Stakes Communications

The stakes have never been higher for communicators. In 2021, science—and the scientists, manufacturing colleagues and others who delivered the impossible feat of a COVID-19 vaccine in less than a year—won. They became our heroes without capes. On the other hand, those of us who identify as communicators experienced some of the toughest challenges of our careers, with missteps (and occasionally outright failures) along the way.

Take the recent communications ?from high-ranking public officials, which are blamed for adding confusion rather than clarity to the public discourse. It’s an unfortunate reality that at a time with huge amounts of information available to us, when public and private sectors are earnestly working to be more inclusive and transparent, there is also more misinformation than ever before. As communicators, it is our job to speak to our stakeholders—employees, customers, or the public at large—directly and with intention. As the leaders of the CDC and NIAID understand first-hand, it’s not just what you say but how you communicate with your audience that matters.

As writers, speakers, and advisors we must answer the question, “What am I really trying to say?” Successful communication demands clarity.

Here are three lessons I’ve learned from 30+ years of communications highs and lows:

1.?????Candor is worth it. Candor can be challenging and painful, but it is always worthwhile. As communicators we’re often privy to confidential or sensitive information, but we can be clear about what we know, what we don’t know, and that more information is forthcoming. Candor takes courage and shows regard for our stakeholders. Candor earns the communicator, and thereby the organization they represent, respect and trust. Candor makes us stronger.

2.?????Seek harmony. Topics in the public discourse lend themselves to differing opinions and strongly held beliefs. ?During the pandemic I found truth in a sentiment from psychologist and author Adam Grant : “Harmony is the pleasing arrangement of different tones, voices or instruments, not the combination of identical sounds.” Sometimes the mark of a job well done is not identical messaging but respectful, synchronized communications from the key players. While unanimity would be nice, harmony is often a better outcome.

3.?????Take time to pause and prepare. Most mistakes I’ve made are the result of rushing. Have the patience and discipline to pause and prepare. This can be particularly challenging in the midst of a crisis, but our instinct to hurry rarely benefits anyone, including our audience. Early in my career, a boss said to me, “The three most important things you can do to prepare for a crisis is train, train and train.” I take time in the calm to prepare for the storm. The ability to methodically organize your thoughts and next steps are the mark of a wise spokesperson.