Lesson in Authenticity: Three Simple Steps to Follow
When a scandal breaks, the corporate crisis team springs into action crafting a series of simple sentences to be repeated ad nauseum by the executive chosen for sacrifice on the media altar. The goal is to avoid liability and defuse a public relations firestorm. The problem is that a well-crafted media response often just adds to the noise and destroys the underpinnings of the brand you've worked so hard to establish. Spin is not authentic. A public relations "statement" is not authentic. A response that deviates from your brand is not authentic. And without authenticity, your crisis management strategy is not likely to succeed.
If you're looking for a blueprint in how to authentically respond to criticism or a crisis, U.S. Sen. Barack Obama offered a three-step plan in his recent speech on race in America. In what has been seen as the signature moment of his campaign, Obama properly and authentically answered the media outcry over comments from his former pastor Jeremiah Wright.
Don't Be Handled
No shouting. No spin. No media training. Obama wrote this speech by himself. There was no focus testing or polling. Instead, he articulately and openly spoke about the issues underlying the media firestorm. It was a true representation of his position and he made himself accountable for his words.
Too often, CEOs fall prey to the public relations machine and allow themselves to be coached through interviews and public appearances. That coaching removes the ability to provide a straightforward and honest assessment of the problem. An apology appears forced because it is a fiction, drafted by people trained to write just such an apology.
Tackle the Issue
Sen. Obama spoke to the root of the issue--race relations in America--with expediency. In relating his personal experiences and beliefs within a historical context, he managed to turn a moment usually reserved for a public relations statement into a statement moment where he followed through on the political brand he established in his book "The Audacity of Hope." He pledged to avoid mudslinging and focus on positive campaigning--a position he affirmed by beginning his speech with a nod to the Constitution and the desire to create a more perfect union.
CEOs need to follow the same path when it comes to addressing a crisis. Whether it's a question of airline safety or customer service practices--get down to the root of the problem. Address bias in your company or systematic failures. Take a page from Netflix's playbook, and admit you're wrong when something happens, even if the customer won't notice.
Find Your Level
Sen. Obama didn't speak in sound bites. He avoided hyperbole. And he gave his audience credit for having the ability to understand complex ideas. "It was a thinking man's speech," noted Peggy Noonan in a recent Wall Street Journal column. By not dumbing it down or inserting places for applause, Obama forced people to listen to what he was saying. His speech was honest and transparent; he emotionally connected with his audience. His words held conviction because they were his words.
Whether you went to Harvard Law School like Obama or are self-educated, you still have a pattern of speaking and thinking that you utilize when trying to solve a difficult problem. Write out your thought process and let it be the basis for what you'll say when the lights come up and the camera is rolling.
People respond to authenticity. They want to believe what you're telling them and reward that honesty. In the weeks since Obama's speech, his polling numbers have rebounded steadily from the drop that accompanied the criticism of Pastor Wright. He has reaffirmed the brand he established at the beginning of his campaign. And he's given the corporate world an eye-opening look at how authenticity can cut through the relentless media cycle that can tarnish a company's reputation in a matter of days.
Readers take careful note. This POV is all about Barack Obama's intelligent approach to crisis communications in a fraught time, not about any implied political endorsement. The Halo Effect gave him kudos early on for his personal branding effort and we believe that has contributed to his success thus far. Obama's speech on race is the latest example of good communication from his campaign.
As far as who we like for president? We're behind Abe Lincoln.
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