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How To Be An Effective Crisis Spokesperson

  • First, be as open and honest as possible. Make yourself available – anything less will make it appear as though you’re trying to hide something. Be approachable and credible, but don’t try to make light of the situation. Humor always backfires in a crisis situation.
  • Don’t speak if your judgment is impaired – if you have had a drink, or haven’t slept in 24 hours, relay a media request to someone else who is alert and has a clear head.
  • Drop “no comment” from your spokesperson vocabulary. In the public’s mind, “no comment” often translates as “we’re in a panic” or “we’re hiding something.” If you can’t give the facts at that time, explain what you are doing to get the facts. And when you get information, pass it along.
  • Don’t try to pin blame on someone else. If your business is involved in or in any way responsible for a crisis, immediately establish the extent of your responsibility. Shifting blame makes you look unprofessional. Nevertheless, you should publicize what you determine (not speculate) to be the root cause of the crisis.

2018 © Society of American Florists

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