In this contemporary era of poly-crises and wide-ranging uncertainties, even the best companies often face moments of difficulty. Unfortunately, crisis becomes part of the life of anyone in a leadership position.
Faced with external shocks that cause a crisis in the company or in a business unit, leaders need to make a pit stop to create a contingency plan - a strategy. A plan with measures to discover the causes of the problems and quickly create effective solutions. And then create a set of simple rules to prevent the company from making the same mistakes again.
The first challenge in managing a crisis is to articulate the organization's position in the face of the many questions that will arise. And to plan the communication of this position to the Stakeholders (teams, clients, strategic partners, among others). This initiative makes all the difference. And in my experience advising our clients on crisis management, I have learned that tone, content and environment are critical success factors that need to be stitched together.
There's no point in being correct in the content if the tone doesn't arouse trust; and the vehicle, for example a vague email, provokes ambiguous interpretations. Competent leaders and spokespeople know how to articulate these three factors very well and naturally, in order to arouse a feeling of calm and hope that is critical for people to see a road to the future and for the company to maintain control of the situation.
Good communication during a crisis must demonstrate a balance between empathy and authority. In a crisis, empathy means understanding the other person's anguish, generosity in accepting their contradictory feelings, and adjusting the tone to cause comfort. And authority means knowledge of the facts, consistent strategy and precise communication - to avoid creating even more insecurity.
Affection (generous listening) and strength (firmness) are always the most appropriate combination of tone of voice, whether you're presenting in person, on video or in writing. You have to make people FEEL that you are on their side, without judgments or pejorative considerations for the fear they feel, but sincere respect. That's how people open up to hearing you talk about difficult subjects or when it comes to breaking unpopular news. It is through this attitude of empathy that you gain permission and authority to lead people.
And authority means command of the right information and clarity in the decisions made, which provide the security of having you leading the way, showing the way through times of uncertainty, panic and doubt. It is with firmness - your authority over the situation - and eye-to-eye, whether in person or on video, that you will gain people's trust to act on your recommendations and in the direction you have set.
When you return to update people on changes in the scenario, always be armed with correct data and facts from reliable sources - even more so in the age of fake news, when people don't know exactly who is telling the truth. Speaking firmly, supported by reliable knowledge and a tone of clarity and respect, relieves anxiety which is very contagious. Producing more unnecessary fear in times of crisis means amplifying the panic that causes a fog in people's eyes and disastrous anguish. And when you don't know the answer, be honest and promise to come back with a firm position. Educated guesses, even in these times, if they are not based on robust evidence, can generate more distrust than peace of mind.
With affection and strength, showing that everything will work out in the end no matter what, you will mobilize crowds to walk alongside you through the crisis.
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