In today’s world, where news spreads like wildfire, it’s more important than ever to be strategic about the information you share when a crisis hits. It’s tempting to share every detail with the public to be transparent. However, this can often backfire and further damage your reputation. You don’t want to share too much, but you also don’t want to hide anything. This is where selective truth-telling comes in.
Selective Truth-Telling: What is it?
Selective truth-telling is a critical skill for lawyers in crisis communication. It is the art of being honest while being strategic about the information you share. By sharing the most relevant and impactful information, you can steer the narrative in a positive direction and protect your client’s reputation.
Why is selective truth-telling necessary?
There are two main reasons why selective truth-telling is necessary for crisis communication:
- It can help to protect your reputation. By sharing only the most essential information, you can avoid making the situation worse by inadvertently releasing sensitive or damaging information.
- It can help to regain trust with stakeholders. By being transparent and honest, you can show that you’re taking the crisis seriously and are committed to resolving the issue.
How to be selective in crisis communication
The key to effective crisis communication is to be selective about the information you share. You need to be honest, but you also need to be strategic. Hiding behind “no comment” makes your client look like they’re hiding something, which by extension, makes them look guilty. So you need to share enough information to address the concerns of your stakeholders while also avoiding sharing anything that could further damage your client’s reputation.
This blog will explore the art of selective truth-telling in crisis communication for lawyers. We’ll discuss how to choose the right information to share, how to frame your message effectively, and how to avoid making things worse.
How to Choose the Right Information to Share
When you’re faced with a crisis, it’s essential to ask yourself two questions:
- What information do my stakeholders need to know?
- What information could damage my reputation if it were shared?
Once you’ve answered these questions, you can start to choose the right information to share. It’s important to be as transparent as possible, but you must also be mindful of the potential consequences of sharing certain information.
Here are some examples of where selective truth-telling comes into play:
- Employee misconduct: When an employee is accused of wrongdoing, it’s important to be transparent with employees and the public about what happened. However, the company may not want to share the specific details of the misconduct, such as the names of the individuals involved or the specific allegations made.
- Financial scandal: When a company is involved in a financial scandal, it’s important to be transparent with investors and the public about what happened. However, the company may not want to share the details of the scandal, such as the names of the individuals involved or the specific financial transactions made.
- A data breach: When a company experiences a data breach, it is important to be transparent with customers about what happened, what data was exposed, and what steps the company is taking to protect its data. However, the company may not want to share the specific details of the breach, such as the names of the affected customers or the exact number of records that were exposed.
In all of these cases, it is crucial to strike a balance between being transparent and protecting the privacy of the individuals involved. You should also consult with legal counsel to ensure that you are complying with all applicable laws and regulations.
How to Frame Your Message Effectively
Once you’ve chosen the right information to share, you need to frame your message effectively. This means using language that is clear, concise, and easy to understand. It also means avoiding jargon and technical terms that your stakeholders may not understand.
In addition to the language you use, you also need to consider the tone of your message. You want to come across as honest, transparent, and concerned. However, you also want to avoid sounding defensive or apologetic.
How to Craft a Strategic Response
When crafting a response to a crisis, it is important for lawyers to be strategic about the information they share. Here are a few tips for crafting a strategic response:
- Answer the question you want, not necessarily the one asked. This means controlling the message and steering the narrative. By thoughtfully selecting the information you share, you can shape public opinion and regain trust more effectively.
- Be transparent, but avoid over-sharing. It’s important to be transparent enough to address the concerns of your stakeholders, but it is also important to avoid sharing too much information. Sharing too much information can lead to confusion and speculation, further damaging your client’s reputation.
- Be timely and consistent. It’s important to respond to a crisis quickly and consistently. This will help to build trust with stakeholders and demonstrate that the brand is taking the crisis seriously.
- Use language and imagery to shape perception. It’s also important for lawyers to focus on perception management when advocating for their clients. This means using language and imagery to shape how the public perceives the brand. By conjuring positive imagery and framing discussions in a positive light, your client can influence how others perceive them during a crisis.
How to Avoid Making Things Worse
Even if you’re careful about the information you share and the way you frame your message, there’s always the risk that you could make things worse. This is why it’s crucial to be prepared for the unexpected.
- Have a crisis communication plan in place. This plan should outline your communication strategy, including who will be responsible for communicating with the media and the public, what information will be shared, and how it will be shared.
- Have a team of experienced crisis communicators on hand. These professionals can help you manage the crisis and ensure your messages are clear, concise, and compelling.
Conclusion
The art of selective truth-telling in crisis communication is a delicate one. However, it’s essential for lawyers and their strategic communications team. By being strategic about the information they share and focusing on perception management, brands can weather the storm of a crisis and emerge stronger than ever before.
By following these tips, you can help to ensure that your law firm is prepared to manage a crisis effectively.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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