Crisis management in communication cannot be understood without the figure of the spokesperson. In previous posts it has been mentioned that the company should have a specific committee to coordinate all actions. Although the committee should include senior management and the heads of the different areas (HR, Legal, Finance, etc.), the spokesperson is the key figure of that committeeThe person should be the only person visible and through whom all communications should be channelled.
With regard to his/her profile, the spokesperson must be a senior personwith good knowledge of the companywhich convey calm and credibility and, if possible, closeness and humanity. Regardless of whether or not the candidate is an experienced professional, he/she will have to undergo a specific trainingIn communication (and especially in crisis communication) there is no better improvisation than that which is thoroughly prepared. In this sense, conducting rehearsals with the use of specific arguments as the central focus of the sessions is not only common sense, it is mandatory.
There are many theories on the appropriateness of changing spokespersons in a crisis. There are many experts who recommend keeping one regular spokesperson y another one specific to the crisisThis is to prevent the communicator who usually speaks on behalf of the organisation from being "burned" and his or her image/reputation (and therefore those of our company) from being intuitively associated with a negative fact that produces rejection among the different audiences.
The following are listed below 10 basic hits that any spokesperson should use during a crisis (mistakes in the next post):
1. Sincerity is essential. It is the basis of any communication to the public and the foundation for building a smooth relationship with journalists. Do not lie, although it is not obligatory to tell "all the details".
2. The message must be very clear, concise and timely.. Often confusing, messy and complex facts need to be transformed into information that is clear, simple and understandable to all audiences.
3. Availability is a must. The spokesperson should be accessible. Calls from the media should be channelled immediately to the spokesperson. If the spokesperson cannot be reached, the call should be returned as soon as possible.
4. Identify the journalist and his or her medium to guide the direction of responses. that are offered to you. Prepare in advance and ask about the approach you want to take to the news.
5. In our answers, always keep in mind what we would like the journalist to reflect (e.g., what we would like the journalist to say, what we would like the journalist to say).empathy in contact).
6. Clear and concrete sentences. Avoid abstract concepts and specialised terms.
7. Let's use the key messages regardless of the questions we are asked.
8. If we are asked a question that we cannot answer let's explain the reasons.
9. The spokesperson must also take care of his or her attitude, limiting their gestures to a minimum and be polite the interviewer.
10. Nothing is off the record.
Joaquín Rodríguez Villar