-Who's the messenger, what's the forum and what are the objectives?
-What are the facts?
-What's the message?
-How does body language, facial expression, tone of voice contribute?
...and most importantly, is there a basis of trust? 2/12
-must have the trust of the audience (if not, he/she must find ways to quickly establish that trust)
-speak plainly and clearly, after rehearsing
-establish a vision for what will happen 3/12
-state facts...and the message must always be consistent w the "knowns"
-If there are unknowns, the speaker must also plainly state them (i.e., "here's what we know, here's what we don't know & need to find out, here's why it's important"). 4/12
There's no time for spin or BS, because that confuses people & takes away from the facts & the message.
BS also depletes trust.
All this is especially important in a crisis as others must know how they can contribute to solving the crisis) 5/12
When talking to others - outsiders, the community, a national audience - it's gotta be simple and to the point.
No complicated charts, acronyms, etc. 6/12
E.g.,telling people "all's okay" is not a good idea, especially when it's not true & when the audience knows it.7/12
Trust is built over time by setting example, relying on expertise, showing integrity, having not mislead in the past.
Trust is "gained in drops, and lost in buckets."
Communication must always build trust. 8/12
That's situational awareness, emotional intelligence, and speakers must ask for feedback on how they are seen/heard. 9/12
What goal are we trying to achieve, how are we getting there?
In a crisis, the goal is to overcome the tough and dangerous times. 10/12
A crisis rule of thumb: find more time, more ways & more methods to inform others.
Especially in a crisis, everyone wants to know what the hell is going on! 11/12
But communicating and sharing information is one thing that separates real leaders from wannabes. 12/12