It has long been acknowledged that truth is the first casualty of war. In today’s communications driven world, combatants in conflict seek to further their cause, justify their actions. de-stabilise their opponents and garner support through a panoply of channels and methods.
In a morass of swirling, contradictory and diverse views and opinions, of misinformation and deliberate disinformation, being seen and accepted as a purveyor of truth is the ‘holy grail.’
But to be believed means being trusted.
And trust should be be earned BEFORE it’s NEEDED!
That is critical in any crisis situation, not just in conflict but in business, politics and any other sphere of life,
Trust is earned by the way an organisation behaves and communicates in ‘normal’ times, both externally with customers, clients, stakeholders and the public but also internally with its employees.
If it is routinely open and honest in what it says, speaks in plain English and doesn’t seek to hide behind jargon, if it can admit fault when mistakes are made and puts right what it has got wrong, then it will have established a foundation of believability and a relationship of trust.
However, if it’s previous actions have earned it a reputation for secrecy, bland corporate speak, dodging responsibility and the selective use of ‘facts,’ then it shouldn’t be surprised when it’s statements in a crisis are received with sceptism and disdain.
When a real crisis strikes, when reputation is at risk, the well-being of the organisation is on the line and what it says needs to be believed that earned trust will be invaluable.
The exact nature and timing of a crisis cannot be predicted but by advance communications planning potential risks can be identified and assessed, responses created, scenarios rehearsed and the narrative arc of a crisis understood.
A comprehensive plan where roles and responsibilities are assigned should the worst happen will to bring order to potential chaos.
Communications alone won’t solve the issue itself but done effectively they will mitigate the worst of the consequential reputational fall-out.
When it’s needed most, the trust earned over the years will mean what you say has the greatest chance of being accepted as the truth.