Strategies for Building Trust in Crisis Management

I've been managing PR for the fastest-growing startups for over 12 years. 8 of the most valuable hacks we use for our clients (that you can use today): 𝗣𝗿𝗲𝗲𝗺𝗽𝘁𝗶𝘃𝗲 𝗖𝗿𝗶𝘀𝗶𝘀 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 • Regularly brainstorm potential brand vulnerabilities • Develop responsive strategies Mapping these out lets you act fast when challenges arise. Anticipation is your first line of defense. With it, you're not reactive. You're two steps ahead. 𝗣𝘂𝗹𝘀𝗲 𝗼𝗻 𝗣𝘂𝗯𝗹𝗶𝗰 𝗦𝗲𝗻𝘁𝗶𝗺𝗲𝗻𝘁 In today's digital world, perception shifts rapidly. Harness sentiment analysis tools to constantly monitor your brand's digital perception. The earlier you spot a shift, the quicker you can intervene. Real-time insights can save reputations. 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗱 𝗦𝗽𝗼𝗸𝗲𝘀𝗽𝗲𝗿𝘀𝗼𝗻 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴 A brand's voice can be its downfall or saving grace during crises. Train your founders, train your key staff. Implement media training focused on crisis communication. Prepared spokespeople control narratives — even in chaos. 𝗖𝗮𝗻𝗰𝗲𝗹 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 𝗦𝗵𝗶𝗲𝗹𝗱𝗶𝗻𝗴 Society's sensitivities can change fast. Engage in social listening exercises to stay informed. • Understand the shifts • Identify potential pitfalls • Address areas of concern Don't fear cancel culture – move in harmony with societal changes. 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝘁 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 Prioritize open, honest communication — especially during crises. • Admit errors and outline actionable steps • Release detailed, regular updates • Address rumors head-on Transparency fosters trust. It can mitigate potential backlash. 𝗖𝗿𝗶𝘀𝗶𝘀 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗲 𝗧𝗼𝗼𝗹𝗸𝗶𝘁 A PR Swiss Army Knife — your key to survival during crises. Maintain an updated set of: • Contacts • Pre-approved messages • Action plans for various scenarios When pressure mounts, this toolkit is your lifeline for well-executed crisis management. 𝗣𝗿𝗼𝗮𝗰𝘁𝗶𝘃𝗲 𝗔𝗽𝗼𝗹𝗼𝗴𝘆 𝗣𝗿𝗼𝘁𝗼𝗰𝗼𝗹𝘀 Mistakes happen. Design a framework for public apologies, ensuring they're: • Timely • Genuine • Appropriate A heartfelt apology can go a long way in damage control and brand rehabilitation. It elevates brand stature in the public eye. 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 & 𝗔𝗱𝗮𝗽𝘁𝗮𝘁𝗶𝗼𝗻 After any PR challenge, conduct a thorough post-mortem analysis: • Understand the issue • Refine your strategies • Strengthen defenses Past challenges hold valuable lessons. Use them to navigate future threats. Don't drop the ball. Enjoyed this? You’ll love my newsletter where I talk about strategic communication, crisis management and public affairs: https://lnkd.in/g8MF5-6g

This week I posted about leaders who fail during a crisis because I have seen that happen during the course of my career. In reality, leadership isn’t tested in calm waters — it’s forged in crisis. Too many leaders panic during a crisis. Even more disappear during it. And far too few prepare before one ever hits. Here’s the uncomfortable truth: If you wait for the storm to start leading, it’s already too late. ✅ BEFORE the crisis Build real trust, not just policies. Create a communication plan that doesn’t rely on “winging it.” Run what-if scenarios like your reputation depends on it — because it does. Empower your team to act without you. Crisis slows down command-and-control leaders. Decentralize now. Have a plan and use it. ✅ DURING the crisis Over-communicate. Even if you don’t have all the answers, say what you do know and what you’re doing about it. A void in communication will be filled with something by someone. Don't take that chance. Communicate in many methods and forums. People need to hear the same message more than once and in more than one way. Be visible, calm, and human. The team doesn’t need a hero — they need a leader who shows up. Focus on clarity over certainty. You can’t promise outcomes, but you can be honest about the path. ✅ AFTER the crisis Don’t just move on — debrief hard. What failed? What worked? Who stepped up? A solid After Action Review is a blueprint to make your crisis plan even better. Give recognition where it’s due. Silence after sacrifice kills morale. Institutionalize the learnings. The next crisis is already in the pipeline. Will you be ready? Leadership isn’t about having a plan for every crisis. It’s about building a culture that doesn’t crumble when the plan falls apart. ❓ So, leaders — the question isn’t “What do we do when a crisis hits?” The REAL question is: What are you doing RIGHT NOW to make sure your team survives the next one?

How do you prevent mayhem when crises occur that affect you and your team? Bridges collapse. Criminals mow down innocent victims. CEOs have heart attacks. Contagious diseases spread. Layoffs happen. Such crises create havoc as misinformation and fear run rampant through an organization or team. So what’s your part in calming the hysteria among your team? Communication. Communication that’s current, consistent, and complete. When I’ve consulted on handling crisis communication previously, I often get this question from bosses: “But how can I tell people what’s going on when we haven’t yet investigated and don’t have the facts?” That’s never an excuse for delayed communication. Be mindful that when people don’t have the facts, they tend to make them up. In a communication void, people pass on what they think, fear, or imagine. Noise. Keep these communication tips in mind to be part of the solution, not the noise: ▶ Tell what you know as soon as you know it. ▶ State what information you don’t have and tell people what you’re investigating. ▶ Stifle the urge to comment on/add to rumors, fears, guesses. ▶ Communicate concern specifically to those directly affected. ▶ Offer tangible support when you can (time, money, acts of kindness). ▶ Communicate kudos to those working behind the scenes. Accurate, speedy communication creates relationships and cultures that build trust and encourage loyalty. Have you been affected by a crisis? Was it handled well or poorly? Outlandish rumors that circulated? #CrisisCommunication #LeadershipCommunication #BusinessCommunication #ProfessionalCommunication #DiannaBooher #BooherResearch

You have to be the first person to tell your client about the screw-up. A timely #failurefriday post. Many of us were impacted by the cell outage yesterday, some lost all modes of communication, others just cell service. My life didn't change one bit. My daughter thought the world was ending. Even though nothing changed for me, I still wanted to know why I could not use the device that I paid for to access a service that I paid greatly for. I had to dig deep to find a DailyMail.com clip about the outage. When I walk my clients through their Crisis Proof Your Business checklist (link in the comments) we plan what happens when we cannot meet our clients' expectations because of a FUBAR. We plan it and we rehearse it. When we discover an event - such as 70% of our clients being unable to use the service we are paid t provide - we have one main rule: ***The Client Must Hear About the Disruptions From Us First*** The message is this: 1. There is an interruption. 2. We apologize for the inconvenience. 3. We are working to restore service as fast as possible. and then keep them updated. Our Crisis plan also includes alternative communications that happen simultaneously (in case our mode of communication is the missing piece.) 1. Update the website (that is the first place I go). 2. Broadcast the message in all formats (autodial, text, social media). 3. Issue a press statement. Let your clients know about the issue in every mode possible. Want to instill loyalty and nurture trust? Build in this practice. Those impacted will respect that you cared enough to let them know. Those not impacted will KNOW that you care for them. CTA - Practice your crisis communications (even you solos). PS - Have you Crisis Proofed your Business? Shoot me a DM.

Bonus De-escalation Tip for Today Can you tell me more about that? When you encounter someone in crisis, it's crucial to connect with them on a personal level. Sometimes, people perceive confrontation when they see you as an adversary. To counter this, try a simple yet powerful question: “Can you tell me more about that?” I have personally used this technique many times during my law enforcement and public safety career. This question works and accomplishes three important things: 1. Shows You Care: By asking, you validate their concerns and create an empathetic environment. 2. Helps Them Feel Heard: It gives insight into what might be driving their anger or distress. 3. Engages Their Thinking Brain: Redirecting focus from emotions to cognitive capacities can defuse escalating situations. Embracing this validating approach not only enhances physical safety but also taps into the positive power of human connection. Give it a try! #CrisisManagement #CrisisResponse #PublicSafety #Security #WorkplaceSafety

🔑 In the face of a crisis, leadership takes center stage. A leader's role becomes crucial in navigating turbulent times, setting the tone for the team, facilitating communication, and making tough decisions. Here are some key steps: 1️⃣ Set the Tone: As a leader, your team looks to you for guidance. Set a calm, composed, and resilient tone. This encourages your team to stay composed, keeping panic at bay. 2️⃣ Open Communication: Regular, clear, and transparent communication is vital. Keep your team informed about the situation, planned actions, and their roles. This reduces uncertainty and fosters trust. 3️⃣ Decisive Action: Crises require swift, informed decision-making. Gather all available information, consider your options, and make the best decision possible. Delay can often exacerbate the situation. 4️⃣ Empathy and Support: Understand that crises can impact team members personally. Show empathy, provide support, and consider their emotional wellbeing alongside business continuity. 5️⃣ Learn and Adapt: Post-crisis, reflect on what worked and what didn’t. Use these insights to improve future crisis management strategies and reinforce your team's resilience. Remember, a crisis not only tests your leadership skills but also presents an opportunity for growth and learning. How you lead during a crisis can define your legacy as a leader. Have you led a team during a crisis? What was a key takeaway from that experience? Drop me a line! #leadership #crisismanagement #communication #decisionmaking #resilience

Acknowledgement, even in the absence of agreement, can be a powerful tool to establish trust. I was recently back home for a few weeks with my family. While home, I had a conversation with my parents about a topic on which we don’t agree. No amount of talking was going to get us to a place of agreement. I’m sure no one else can relate to that. 😉 Despite our differences, the conversation remained kind and respectful. Then, my dad said something that really surprised me. After I made a point he said, “I can see and understand why you believe that.” I was caught off guard. It felt powerful to be acknowledged by him in that moment. It still feels really meaningful to me thinking about it now. The funny thing with all of this is, no opinions were changed. All he did was make me feel seen and heard. Not even a week later, in a coaching session while discussing a difficult situation with a manager. I heard my client say, “I know they can’t change the situation; all I wanted was them to acknowledge how difficult it is.” Sometimes we so badly want to have all the answers we miss just meeting people where they are at. People managers, your dealing with a lot of situations outside of your control. Rumors of layoffs, organizational restructuring, lack of transparency from leadership; the list can go on and on. Be a human during these times. Offer your team space to share their thoughts and feelings openly and honestly. You're not a robot, share yours too. Acknowledge how hard all of it is. I think it can be an excellent foundation to establish trust. ( 📸 : reading to my twin nieces while home 😍 )

I made a colossal mistake. It seemed like the right decision at the moment, but it was an absolute disaster. I was completely crushed. The embarrassment and shame were overwhelming, making me believe things were beyond repair. All I wanted to do was escape and disappear. But luckily, my coach was there to lend a hand. Despite the excruciating pain, she guided me through the process of bouncing back and regaining the trust of my leadership and team. This experience taught me a valuable lesson: even the most talented and experienced leaders make big mistakes. It's all part of the game. Now enough about my disaster; let's dig into the coping strategies that my coach shared. A triad of deceptively simple game plans for a speedy recovery from any seemingly ghastly catastrophe: 1. 𝗧𝗵𝗲 𝗛𝗼𝗻𝗲𝘀𝘁-𝘁𝗼-𝗚𝗼𝗼𝗱𝗻𝗲𝘀𝘀 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵: Mucked up? Wave the white flag. Follow it up with an apology straight from the heart and a firm recovery plan to prove you're no quitter. 2. 𝗦𝗽𝗼𝘁𝗹𝗶𝗴𝗵𝘁 𝗼𝗻 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀: Don't waste precious tears on what went wrong. Instead, bend your brain, mapping out an escape route to rise above the setback. 3. 𝗥𝗲𝗳𝗹𝗲𝗰𝘁 𝗮𝗻𝗱 𝗟𝗲𝗮𝗿𝗻: Every mistake is a hidden lesson. Reflect on what went wrong and how the same situation can be handled differently in the future. Dwell not on the blame but on what can be learned. And a bonus strategy: 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲 𝗣𝗮𝘁𝗶𝗲𝗻𝗰𝗲: Rome wasn't built in a day, and trust can't be rebuilt overnight. Be patient with yourself and your team. Allow the process of healing and rebuilding to take its natural course. Recovering from a leadership failure is no walk in the park, but it is absolutely possible when you employ strategies like these. We can all rise above failure and cultivate a solid, thriving team by taking responsibility, focusing on solutions, and keeping the lines of communication wide open. P.S. Sold on the techniques, or have some of your own? Do share – because the road to redemption is far more fun with friends. I'm waiting to hear your quickest recovery tricks! #leadership --- - Follow me for random thoughts about leadership, motivation, accountability, CX strategy, and digital transformation (as well as anything else I wind up saying). - Click the 🔔 in my profile to get notified of my posts…

🌟 Leading with Positivity During Challenging Times 🌟 As leaders, the true test of our ability often comes not during periods of stability, but in times of challenges and uncertainty. It’s during these times that our teams look to us not just for direction, but for reassurance and motivation. Here are a few strategies I’ve found effective for keeping teams engaged and positive, no matter the hurdles: 1. Transparent Communication - Be open about the challenges ahead but also share the strategies in place to overcome them. Knowing the plan helps alleviate anxiety and builds trust. 2. Empower Your Team - Give individuals the power to make decisions within their roles. This enhances their sense of control and investment in the outcome. 3. Recognize Efforts - Acknowledge the hard work everyone is putting in. Recognition goes a long way in boosting morale and can be a huge motivator during tough times. 4. Foster a Supportive Culture - Encourage team members to support each other, and lead by example. A supportive environment can make a big difference when facing collective challenges. 5. Encourage Self-Care - Remind your team that their well-being is a priority. Encourage taking breaks and disconnecting to recharge, which can lead to more productivity and better mental health. Navigating tough times requires a blend of empathy, clarity, and resilience. As we steer our teams through these waters, let’s lead not just with the mind, but with the heart. What strategies have you found effective in leading your team through challenging periods? Let’s share and learn from each other. #Leadership #Teamwork #Resilience Photo bellow I took it with my drone above the trees of el Yunque in Puerto Rico

Be calm in the chaos . . . My first combat mission in the A-10 was a 7-hour flight from Kuwait to Afghanistan. We had to refuel in flight several times to make it there. I had refueled before during training but this was different. If I couldn’t connect my airplane with the boom of the tanker successfully, then we would have to divert. We would be late to our tasking, and it would also be extremely embarrassing. It was a clear blue-sky day so we could easily see the tanker as it pulled out in front of us as we traversed the Persian Gulf. My flight lead hooked up first making it look easy, and then it was my turn. I reduced my power slightly to drop below the tanker and then slowly pushed my power back up to position my aircraft 50 feet directly behind the boom of the tanker. I was doing my best to control my breathing and relax my death grip on the stick when I heard my flight lead calmly say, “wiggle your fingers and toes,” a technique many pilots use to help relax during air refueling. He was clearly aware of the stress I was feeling. Leaders play a pivotal role in demonstrating that they understand the intensity of a situation while also helping their team remain calm and composed under pressure. How can we help our team remain calm in the chaos? • Prioritize clear, concise, and correct communication, especially during a crisis when people are eager for information. Tell them what you know and be honest about the situation. • Instill confidence. Reassure the team that they are well prepared to endure hard times, even when the outcome remains uncertain. • Empathize with team member stress levels and act/adjust accordingly. To help our team develop and grow, we should teach them our techniques for overcoming stress and facing fear. Sometimes it’s as simple as taking a deep breath or wiggling our fingers and toes. #Leadership #FlyingInTheFaceOfFear #LeadWithCourage