Page 14 - May June 2022 CBA Report

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THE REPORT | May/June 2022 | CincyBar.org
Crises happen in the workplaces of some of the best-man- aged companies in the world. The cliché, “It’s not if, but when,” is an unfortunate reality all business leaders face.
Attorneys and communications professionals can agree that some of the best outcomes for our clients have been when a work- place crisis resulted in little-to-no public awareness. It’s true ... we love it when our hard work goes unnoticed.
Such an outcome is rarely based on luck. It is more likely achieved when an organization is prepared with communica- tions plans in place and team members fully aware of their roles. Importantly, there must be clarity around the ultimate commu- nications goal: Protect the brand and preserve the company’s relationships with stakeholders that matter most to its business and its future.
It may surprise you that this goal often is achieved with no public, external communications. Publicly addressing a crisis is not always the recommended communications strategy.
If a client is seeking your counsel regarding a specific issue, they have likely determined the workplace crisis is of significant consequence to its business. Best-in-class businesses prepare in advance for the most likely crisis scenarios. The advance work is directly applicable and easily modified for the crisis of the moment.
Good business leaders know what could threaten their company’s hard-earned reputation, challenge its financial posi-
By Nick Vehr
tion, strain its relationships with key stakeholders or ultimately, negatively impact its future.
One of the most challenging and consequential decisions at the onset of a workplace crisis is whether to say anything at all ... to talk or not to talk. So, how do you determine when a client should talk or stay silent?
Talk to get out in front of the issue
Publicly addressing matters of great consequence to key stake- holders is essential. Communicating to those directly or indirectly affected requires a client to utilize its communications channels. Whether through phone calls, emails, newsletter communica- tions, in-person meetings, media, social media, website or text alerts, etc., it is vital to ensure those who matter most hear the news first and first-hand.
Getting out in front of an issue may or may not involve media relations. Media should be viewed as an important communica- tions channelwith which your client may choose to engage.
Talk when the issue is already public
If phones are ringing, online chatter is raging and news crews are camped outside, it is vitally important to ensure the client’s voice and key messages are included in media reports. Reliable information diffuses panic, helps control speculation, and conveys
To Talk, or Not to Talk