Navigating tricky conversations: a communicator's game plan

Every once in a while, spokespersons go rogue.

Social media warriors at night publishing treatises on hot-button topics. Execs dropping enticing financial data that hasn't gone through legal approval. Conflicting messages sent by outgoing leaders and board members.

We've all seen ugly sagas play out online. And unfortunately, we can't fully control how clients communicate. However, media professionals do (should) have a playbook of resources they need to navigate tough conversation. Read on to learn more.

Clients going off-script too often?

There's a fine line between stylistic improv and sloppy comms. Empower business leaders with the means to shine with this simple process.

Start with the elevator speech. Are they able to articulate the company's mission, vision, and core values? If not, spend time helping them feel a sense of ownership (and accountability) for the message they're delivering. In today's world, their digital profiles (personal or professional) are subject to the world's scrutiny.

Perhaps they simply need a written document of do's and don'ts. Or maybe they'd like one-on-one media coaching or public speaking practice. The more natural their delivery, the better it will resonate with the intended audience — from press and investors to the greater public.

Let them pick a side

Active listening is the foundation of good communication. Provide your client with the space to "think out loud" — documenting their ideas on messaging and positioning to decide on the best course of action to address potentially controversial topics.

If they insist on taking a stance on a potentially controversial topic, equip them with pointers on keeping the flow of conversation data-driven and objective. You'll also want to conduct due diligence on any statements they might want to make related to internal matters.

This way, you can establish common ground on where they may want to limit the sharing of personal opinions well in advance of an upcoming interview or their next think piece.

Help them start over

We all make communication mistakes, and it's hard to pick up the pieces when they occur in front of millions of people. Immediately meet with your team and the spokesperson to help them regroup and to gather data on what could be improved next time. 

The longer you wait to act after a crisis, the more likely your personal opinions may cloud your actions. 

We hope this advice helps you in your next PR engagement. For more information, please don't hesitate to reach out!