As I watch in horror the terrible events in Minnesota and the on-going unrest there, I cannot help, as a crisis communications consultant, shaking my head at how decency and the very basic tenets of adversity management are being totally ignored and even thrown out the window. In order to not be summarily dismissed by a particular percentage of the population (most likely impossible but I hope everyone will hear me out) I will attempt to keep my observations as far from politics as possible and instead communicate them through the lens of someone that has spent more than 30-years advising companies and other entities in crisis.
Let’s give the example of a train derailment where there has been, tragically, loss of life. What should the rail line do immediately? Enact their crisis protocol which would include, first and foremost, focusing on the first aid, rescue, safety of and concern for all passengers. This would also include essential and total cooperation with local and state officials in the geographic area where the disaster took place. The CEO would communicate what was known at that time about the tragedy with empathy and sympathy for the victims and a resolve to work with all investigators to determine exactly what happened, when and why. A scene would be cordoned off for the investigation. Regular updates would be provided from the rail line, law enforcement and rescue leadership. The CEO would likely visit the scene.
In the initial stages of this contingency planned and tested process, no blame or cause would or even could be levied. How could it? In the initial stages of this process, again, all authorities would work collaboratively. The NTSB, a well-known and trusted outside investigative organization, would be integrally involved and the ultimate source of truth. Not in a million years would be rail line be allowed to or even presume to handle the investigation entirely internally and without oversight.
Over time, as true facts would be discovered and uncovered, they would be communicated – accurately, consistently and credibly – and with the utmost transparency. Cause and responsibility would eventually be identified based on facts and a thorough investigation. If the rail line was at fault, results would not be questioned but, rather, the CEO would take responsibility, announce corrective actions and restitution for the victims, and reassure the general populace of their safety in the future. That is how true leadership is demonstrated. Indeed, it is vital.
In this hypothetical situation, as in the real world, when a crisis occurs – regardless of the cause – if these basic tenets are not followed, the seeds of distrust and future conflict are sewn deeply. And when that occurs, resolution, in the long and short term, can appear nearly impossible to achieve.
Image created via Microsoft Bing.