The Objective and Tone of Any Comment Should Be to Lower the Temperature
7/14/24 – – The news media’s continuing wall-to-wall coverage of last night’s assassination attempt on Donald Trump demonstrates the dangers – especially for those who are not in the media – of jumping into this evolving story. Operating within the fog of crisis, reporters tried to make sense of the dynamic facts on the ground. Within minutes, however, hard news transitioned to commentary and things turned political.
CEOs and other organizational leaders are asking themselves and their communications teams if they should say something about such a momentous event for our country and the world.
Most business leaders feel that it’s their responsibility to at least express awareness, on behalf of their organizations, of cataclysmic events like this. That makes sense. Silence raises doubts about a leader’s concern and awareness of issues and events that impact their employees, customers and communities. Last night’s assassination attempt affects everyone.
Now comes the hard part. Leaders must ask: “What do I want to accomplish, beyond demonstrating awareness, and to whom am I directing my comments?”
Plato, a crisis counselor with impeccable credentials, observed:
The wise speak because they have something to say. Fools speak because they have to say something.
I may not have the wisdom of Plato, but here’s some advice:
- The first priority here is to express concern for Donald Trump, his family and those who were killed or wounded in the attempt. If you don’t have it in you to express any empathy for Trump, don’t make a statement.
- It may be tempting, but it’s way too soon (and not the job of corporate leaders) to focus on the politics – – that includes commenting on gun control, the Secret Service, the political leanings of the shooter, and even the heated campaign rhetoric on both sides. Leave all that to the politicians and media pundits.
- Understand that like in all crises, the ‘facts’ are changing by the minute. No business leader should try to get out ahead of this.
- Expressing broader thoughts about America (“There is no place in our great country for violence”) is appropriate.
- Above all: The objective of any statement to employees and/or the public should be to lower the temperature. Avoid the temptation to make you or your company the focus of this terrible event.
Most companies have been following these guidelines, staying out of the briar patch of politics and letting this historic event unfold without turning a spotlight on themselves.
Stay the course.
Crisis Quotient Blog 