I'm a communicator with years of crisis training. In almost any situation, I'd give these very brief crisis tips:
- Respond quickly and immediately own the narrative
- Be truthful and empathetic
- The moment your spokesperson makes his first statement in response to the crisis is the moment recovery starts.
We recently had a situation with the NFL where a significant decision took more than 60 minutes. Some argue that making this decision with over 2 million people watching TV in that period of time was pretty good. However, as a practitioner, I would have suggested that they issue a holding statement right away. A statement that showed regard, concern, and emotion for fans, players, and their families. I would have suggested they put out a message asking fans to stand by during those excruciating minutes as medical responders worked diligently.
Once the NFL released its statement, many were disappointed with the contents and believed it lacked empathy.
The NFL taking over an hour to respond was a missed opportunity to get out in front. The NFL botching the statement hurt their brand.
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