17/02/2018
As I watch big organisations in a crisis, too often I feel they are not being true to themselves. Every organisation has its own character both internally and externally. They may be very different depending on the organisation but they exist never the less.
Think of your organisation as a cartoon character. The voice forms a vital part of the character and what people think of them. Organisations, while perhaps not liking to think of themselves as cartoon characters, are not much different. You have a culture and public face as well as an internal face...much like our personal and professional faces.
In a crisis, it is vital to find and use this public voice in order to be genuine and believed. A bad spokesperson sounding like a dull police officer or saying “thoughts and prayers” is unlikely to shift the perspective of an audience.
Too often in a crisis, organisations go to their safe place, corporate speak, and apply that to their public face when it rarely helps. Ardent Leisure chose to use it’s corporate voice instead of reflecting the personality of Dreamworld...the name says it all!
Find your public voice...your organisation’s personality. Make sure your spokesperson and public written statements reflect it.
Crises are rarely about the corporate big picture. Crises are about people and individual experience and that goes to a personal narrative and that is what the story that is told will be.
If you fail to project your story, genuinely, you will lose.