Crisis Communication: a 6-Step Formula to Do It Better

It is when times are tough and when stuff happens that you really get a chance to see what people are made of.  You get a chance to see who steps up and keeps things secure for those around them and who doesn’t.  Crises happen every day and come in all shapes and forms, making the skill of crisis communication a valuable one for all of us to be familiar with.

And remember, not all crises are created equal either, as they come in all shapes and sizes. As Peter Meyers, author of As We Speak: How to Make Your Point and Have it Stick says:

“You don’t have to be under siege in a muddy trench to provide insight where there’s confusion, offer security where there’s fear, or demonstrate honesty in the face of suspicion. That opportunity has a way of knocking on your door almost every day.” ¹

This reminds me of a crisis that occurred in my condo recently.  I wouldn’t say my building did a crappy job in terms of crisis communication, but I think they could have done a better job.  We will discuss that in more detail in “Example Number Two” below.

The Importance of Crisis Communication

When a crisis occurs or a large-scale change happens, people’s biggest fears rise to the surface.  It is at this time that their needs for security, connection and contribution must be met.

Meyers recommends overcommunicating to stop people from jumping to the most negative conclusion.  Because that is what we usually do, if no one says anything we make stuff up and make things out to be worse than they really are.

In fact, Meyer and his team came up with a crisis communication formula:

“This formula is effective because it is loosely based on the pyramid of human needs, as laid out by Abraham Maslow, the founder of humanistic psychology. Maslow’s idea was that you must fill people’s most basic level of need before you can move on to satisfying more complex needs.” ¹

Of course, we all want to improve, learn and make an impact on society, but if we are hungry it is tough for us to focus on anything else.

The Crisis Communication Formula

The crisis communication formula is focused on addressing people’s fear and needs, as he puts it:

“During a time of crisis or great change, people’s fears rush to the surface. That’s the time when their needs are most acute. So in this formula, you meet the listener’s needs for security, connection, and contribution—in that order.” ¹

In order to get through difficult times, Meyers and his team have a 6-step crisis communication formula that can help us get through whatever crisis we are faced with.  The 6 steps are as follows:

(1)  This is what we know for sure

The first step is to address people’s need for certainty by being honest with them about what you know. You cannot move on to their higher-level needs without first addressing this one.

The key here is to address the main issue so that their wondering doesn’t get any louder.  Certainty calms hysteria, even if all you are sure of is that the sun will rise tomorrow.

As Meyers advises: “Don’t fudge this section or make claims that you can’t back up! Everyone will be watching you with sharpened eyes or fear, and they will catch any glimmer of uncertainty or false-ness. Only say the things you know to be absolutely true, or your credibility will be destroyed.” ¹

(2)  This is what we don’t know

Next, you have to let them know what you don’t know. But again, be honest and speak with authenticity as it will help keep everyone calm. If you say everything is fine, and it is obviously not, people will think you are a liar and you will lose credibility.

(3)  This is what I think

At this point, you have the chance to step up as a leader and share the insight you have that comes with your leadership position.

As Meyers says:

“This is where you can move forward into the vacuum that is created in any crisis, and hold the space. You’re allowed to tell us your opinion. People want to know what you believe, “My gut reaction is that things will get better, and that it will take about nine months.” ¹

(4)  This is what you can do

In many instances, people have a need to pitch in and feel as if they are making a difference. There is no worse feeling in a crisis than to sit around and do nothing. Having an assignment helps people feel in control of their destiny and can aid in alleviating panic.

(5)  This is what you can count on from me

The next step is to offer a personal commitment, so they know you are a secure base for them.  The key is to make sure that whatever commitment you make is one that you are able to follow through on. By making and keeping commitments you are building trust with those around you, which is one of the critical attributes of a leader.

(6)  This is why it is worthwhile

Lastly, Meyers suggests that it is your job as a leader to give people hope:

“It’s your job as a leader to create meaning out of the facts, and communicate that meaning to the people who are looking to you for guidance. What’s the reason for the suffering? How will the struggle make you stronger in the long run? What are the potential benefits of winning this battle? Note that this is very different from telling them that there’s light at the end of the tunnel. Avoid at all costs shellacking a tough situation with false optimism. People want the truth; they want authenticity.” ¹

We have all seen examples of good crisis communication and bad crisis communication.

Let’s now take a look at examples of both.

Crisis Communication – Example Number One

Example number one is of good crisis communication and is one that occurred in 1996 at juice maker Odwalla. At the time a connection was found between several cases of the E. coli bacteria and the company’s fresh apple juice.

The CEO, Stephen Williamson acted swiftly and recalled products from 4,600 retail outlets while placing advertisements in local newspapers to let people know. Within 48 hours the company put up a website related to the crisis so that customers and media would have access to relevant information.

Odwalla also offered to pay medical bills for anyone who was affected by bacteria and within 5 weeks had created a new process related to pasteurization to prevent such future incidents from occurring.

Crisis Communication – Example Number Two

The ‘number two’ example relates to an email I received from the management office at my condo recently:

“Dear Resident,

 Please be advised that due to a fecal incident found inside the pool of the 11^th floor, we have been obligated to close the 11^th floor pool for the next 24 hours.

Our pool service provider is on the way to treat the water chemically.

We apologize for the inconvenience this matter has caused you.

Thank you for your cooperation.

Management”

Okay…wait, what?

The poor grammar in the email aside, I (and my fellow residents) were left with many questions after receiving the email.

And while I am not going to subject you to those questions and their answers (trust me, it’s WAY too much information!), I will say that even though s*** does happen sometimes (literally), my condo could have done a better job of crisis communication.

Until next time, use the tips for crisis communication above, beware of code browns, and as always…PYMFP!
–Rick

P.S. Wanna know more? Check out the entire book.

Use it or Lose It

The 6-step crisis communication formula that we discussed above is:

(1)  This is what we know for sure.
(2)  This is what we don’t know.
(3)  This is what I think.
(4)  This is what you can do.
(5)  This is what you can count on from me.
(6)  This is why it is worthwhile

When to Use It

Use this 6-step process to help with crisis communication.

What Do You Think?

What do you think of this 6-step crisis communication formula? Have you used something similar? Please share your thoughts in the comments below!

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References

¹ As We Speak: How to Make Your Point and Have it Stick by Peter Meyers