The point, of course, is that many, if not most, crises are preventable. Good communication is the medicine that prevents most of them–or at least brings the issues to the surface before more drastic measures are required.

Lots of things on the “crisis communication list” are actions that should be done during the normal course of business. No need to wait for bankruptcy to reveal the fact that you’ve been losing money steadily for five years. No need to wait for a heart attack to realize that your entire company is balanced on the shoulders of one very vulnerable systems programmer.

How you say something is as important as what you say. Clarity, calmness and authority are very important.

Unfortunately, trendy speech affectations can undermine all three — and they are endemic in the PR business, particularly among women. These affectations include:

Uptalking: that annoying habit of lifting one’s voice at the end of every sentence. This habit may make the speaker sound tentative and confused. Worse, it makes it hard for the reporter or customer to discern a statement from a question — the last thing you want in a crisis.

Gravelly: that annoying habit of speaking in a low, barely intelligible growl, which typically trails off at the end of a sentence such that the last words are completely lost. This affectation sppears to have been copied from Valley-Girl types on television, or to have been misconstrued as a way for women to speak in a more authoritative manner. People can’t understand the speaker, or they get tired of trying to understand the speaker and zone out.

Hissy: that annoying habit of speaking like one has an inane smile pasted on one’s face at all times (see: Britney Spears). This gives all “S” words a long, wet, sibilant hiss, which is confusing to the listener in addition to being grating on the ears. Facial expressions affect the tone of one’s speech; thus, situation-appropriate facial expressions are as important when speaking on the telephone as they are when speaking in person. Spokespersons should practice their expressions in concert with practicing message delivery.

Likish: that annoying habit of inserting the parenthetical “like” throughout one’s speech. And yes, corporate spokespersons apparently speak likish — either that, or reporters are inserting the word “like” into quotes (not likely, no pun intended). Likish undermines authority and clarity.

Equivospeak: that annoying habit of inserting “kind of” or “sort of” as a mindless modifier of just about anything. Unless one is intentionally trying to obfuscate, equivospeak is a killer in a crisis: no one wants to hear that you “sort of” resolved the chemical spill. And yes, corporate spokespeople speak equivospeak — either that, or reporters are inserting “sort of” into quotes.

In short: chose your spokespersons carefully, because *how* they say things are as important as *what* they say.

1. Believe in Change
2. It’s White House or Out House
3. What Can Be Known Will Be Known
4. Control the Dialogue
5. Play Offense
6. Define the Stakes in the Election
7. Discipline Wins
8. Speed Wins
9. Everything Communicates
10. Win Every Day

For more information, http://www.PerceptionsRule.com or call 1-888-626-9776.

http://www.bernsteincrisismanagement.com/docs/the_10_steps_of_crisis_communications.html

Jonathan Bernstein
President
Bernstein Crisis Management, Inc.