Ohio-based crisis comm pro Bruce Hennis says , “tell the truth, tell it all and tell it first.” Unfortunately, the attorneys typically tell the chief exec to say nothing (it’s their job…)

The tendency to “spin” is the worst aspect of our profession. The execs often expect us to do just that, a reflection of their own lack of understanding of the news media, communication theory, and our ability to control public opinion.

The public conversation is now not just journalists, but a whole range of others and we have to be comfortable with that – and of course, the relationship principle applies to them as well.

The final point I would make about the post is a challenge of sorts – its easy for all of us to point the finger at the mistakes of others – but the real challenge behind this post is one of self examination – what are the predispositions and default mechanisms that I am likely to deploy that will hinder me? Answering this question is tough, but in answering it, we become more effective, particularly in a crisis.

Paul, I think you have missed a very serious point, which is – building relationships with journalists so when the proverbial shit hits the fan they know you are a credible PR/media/comms professional (or spin doctor as you like to call us)…without that we are the proverbial brown stuff on journalists boots…which we all know they will stick in our faces if we are not credible and reliable.

If a journalist has asked hard questions I have always advised on straight and honest answers. Yes and you may call it ’spin’ but focussing on the positive in a bad situation can bring out a healthier response. However, not answering a question would never be my advice.

What I have read above paints what we all do in a negative light. My job from my point of view is to relay a truthful answer to a journalist, build trust with that journalist and don’t give them bullshit…or weasle words as you all put it. Please!

Communication is not a two way street, it’s a bloody autobarn…fast cars, slow cars, broken down cars, the lot. Sifting through the mayhem is what a good media and comms person is…with the fact that whatever happens it could end up in print, on TV or the Internet. Make sure that you don’t lie, give false promises or not return a call you promised to do.

It’s not rocket science guys.

Sharon

A say uncomfortable things and not hide behind corporate speak; and
B let’s start saying what we mean and mean what we say.

In the Preface I say this about weasel words:

In recent years, we have seen the emergence of a new class of communicators, which the world calls ‘spin doctors’. The public has developed a healthy sense of skepticism towards these spin doctors and their black arts. More often than not, these spin doctors are seen to be running interference in communications, rather than advancing them. They hide messages through the use of weasel words, they split hairs when confronted with uncomfortable truths and then, when they don’t know what else to do, retreat behind robotic scripts that make sense to no one but themselves, in the hope that the power of repetition alone will ensure their message is heard.

For those who have engaged in these practices and almost turned them into a religious mantra, their era is coming to an end. The world is changing. The advent of new media is providing a voice to those who seek to speak authentically. It is giving voice to those who are conviction focused, who seek to engage in a real conversation, and who actually want to impact their communities and the world. The new era will belong to those who, through a discipline of mind and an authenticity of purpose, stay on message.

And..

In this era of new media, the old world of weasel words, splitting hairs and avoiding responsibility is passing away as a modern citizenry asserts itself in the worlds of government, business and the environment. Everyone is now involved in the public conversation. Anyone can be a spin doctor.

In such an environment, the people and messages that will stand out are those that are authentic to themselves, their narrative and the times. It is about being an authentic voice in an era of spin.

Part of the reason why I highlighted the 7 most common mistakes is because I wanted spin doctors to think about themselves and the limitations in their performance so they can be more effective.

Its a role that takes enormous courage – particularly in telling a company (and in particular the lawyers) that the public deserve a better response than weasel words.

The best way to manage an issue is to do exactly that – manage the issue. Deal with the cause, rather than just trying to explain it away.

The advent of cameras in mobile phones means every organisation is just a second away from a negative image (or video) being posted on line – these images are everything from people stuck on a sweltering plane on tarmac, a bad meal served in a restaurant, an unclean bathroom in a hotel, or a rash caused by a bad fabric. Nothing is off-limits.

George Orwell argued in his book 1984 we would see the rise of Big Brother, I think Orwell was wrong, and we have actually seen the rise of Little Brother who is armed with a mobile phone which takes images and videos of almost anything.

I also warn in the book that in a crisis the other danger is people in the organisation with agendas and motives to hide or mislead on information – and if, the PR person if a junior or someone without seniority, there is a real risk they will get caught be the deception. That’s why I argue the crisis is a time of both opportunity and danger for the spin doctor.

Appreciated the post.