There’s no magic to effective crisis communication.
It’s a forthright, up-front approach to talk about what happened, how it came about and what you plan to do so that it never happens again.

With the reputation your company has hopefully built over time is why customers do business with you. One misstep shouldn’t wipe out months and years of trust.

But the one thing that’s a sure nail in a company’s coffin is believing you’re smarter that everyone else, can tell your customers anything and try to talk your way out of a bad situation.

One of the best examples of horrible crisis communications I can think of right now is what’s going on with the Trump White House and Special Counsel Robert Mueller.

It’s no secret the 45th President has made mistakes, but the name calling, contradictions of fact and outright lies only play to a certain segment of his “customers” … NOT the entire American public.

A more effective way to combat the issues surrounding him are well-placed “mea culpas,” sincere talk about what he learned from those mistakes and what he plans to do going forward.

A great segment of this country knows what “45” is … a brash talking, controlling egotist.

I’m only stating the facts that are obvious to not only his detractors, but his supporters as well.

But this isn’t about what he is. This is about the great example he is of how not to win over those “customers” … a good portion of the American public … who’re just waiting for a reason to like and trust this man.

One of the most important things in effective crisis communications is to assemble a team of people who will give you straight answers and not feed you a ton of horse … well, give you bad advice.

And upon assembling that team, you MUST trust that they have you and your company’s best interest at heart.

To do anything less is company suicide.