We are living through a few days of all kinds of emotions, all of them very strong. At a time when the coronavirus has brought our lives to a screeching halt. We face another scenario that deepens the crisis of the monarchical institution, or perhaps strengthens it? Let's take a look at a case of crisis communication that, in my opinion, has been effectively resolved in five days and in which Felipe VI comes out stronger.
Day 1.- A news bombshell and a strong responseFelipe VI and his legal and communication advisors have followed the steps of a crisis communication protocol. Saturday 14, The Telegrapha prestigious British newspaper uncovers in detail the commissions received by Juan Carlos I (rumour becomes fact) and includes the current King of Spain as a beneficiary.
Day 2. And how does Zarzuela react? We assume that the information from The Telegraph comes as a cold shower in the context of the biggest health and social crisis in Spain and Europe in recent years. They do not deviate from the path and continue to apply the crisis communication protocol: spend time analysing all the data to ensure that no loose ends are left untied. Within 24 hours they process the facts and respond forcefully.
Day 3. A communiqué that chills the blood. On Sunday afternoon, Zarzuela launched a forceful communiqué to install a firewall to protect the Crown in the figure of Felipe VI and the Princess of Asturias. It also distanced itself from the activities carried out by the King Emeritus, disassociating itself from them but making them truthful by withdrawing the official allowance to the former King within 24 hours; renouncing his inheritance and including a paragraph in the communiqué with information provided by Juan Carlos I in which he informs about who his defence lawyer will be and in which he disassociates and exonerates Felipe VI from his activities. A precise, detailed and forceful communiqué that does not let the enemy react.. Checkmate. In just three pages on day 3, crisis containment begins. As we preach in our manuals: effective communication in which clarity and transparency are maintained.
Day 4. We need an allyContaining a crisis is a team effort; so, after the first twenty-four hours and a Monday to digest the slaps in the face, we moved on to look for an ally. And what better ally than the President of the Government who, moreover, does not want even half a problem anymore. At a press conference attended by all the Spanish and international media, another brief and understandable message is delivered; Sánchez approves of the King's decision as "necessary" and "coherent". This government support for the King has made the King's speech at 9 p.m. on Wednesday possible.
Day 5. The reparation of Felipe VI.- the moment of legitimacy arrives. A leader is legitimised by his or her deeds and behaviour. In a crisis communication case, the most important thing is to show empathy. In the King's speech, the Crown puts itself at the service of the people and recovers its raison d'être. The speech was also brief, emotional, forceful and, by not mentioning the corrupt acts of Juan Carlos I... de facto a new era begins. Felipe VI mentions in his speech words such as "strength"; "dedication", "courage", "sacrifice"... and stresses support for the most vulnerable in Spanish society. He also mentions the union and strength of all the Spanish people united to defeat the virus. The Head of State ends with a message of leadership: "Spain will recover its strength and its pulse; Spain is a great country".
In five days of crisis in the Monarchy and Spain in the ICU, the figure of Felipe VI has emerged strengthened and I believe that not only because he has applied the crisis communication manual with surgical precision but, above all, because a deep moral foundation allows him to project authority when everything is shaky.
Lucía Casanueva
Managing Partner of PROA