Lynn "Take-Charge" Smith - CEO, Smith Media & Comms, Advisor, Speaker, ex-News Anchor for TODAY, NBC, CNN Headline News.
Strategies for Leaders: Proactively navigating news cycles and safeguarding business interests
In today's cutthroat business world, a crisis isn't a question of if, it's a question of when. With a single misstep ready to explode into tomorrow's viral scandal, leaders must strategically protect their rep, their brand, and their pockets.
The catch? Way too many firms believe silence or weathering the storm is a smart move. It's not. It's a recipe for someone else grabbing the reins of the narrative.
Over the years I've coached top-tier execs, founders, and public figures, I've witnessed first-hand how a crisis can swiftly intensify when mishandled. But I've also seen how the right response—delivered speedily and strategically—can not only minimize damage but strengthen credibility down the line.
This ensuring a crisis doesn't morph into a catastrophe.
ACT NOW for Crisis Communication
When the stakes are high, quick thinking but not rash decisions are the call. That's why I developed the ACT NOW framework—a simple yet potent method for dealing with crises before they spin out of control.
Acknowledge - Seize the narrative.
As I mentioned, many leaders assume if they stay hush-hush, the problem disappears. Wrong! Acknowledge the situation—'cause if you don't, the public will fill in the gaps (and not on your behalf). Even if you can't cover every detail, showing you're aware and treating it seriously is critical.
Communicate - Deliver a clear, unequivocal message.
Silence fuels speculation. A vague or delayed response only encourages people to assume the worst. Your message needs to be purposeful, calculated, and comforting, whether it's to staff, stakeholders, or the public at large.
Take Responsibility - Address the concerns head-on.
If mistakes were made, own 'em. If there's a misunderstanding, clear it up. People don't expect perfection, but they do demand accountability. Leaders who stand up tall and take responsibility earn enduring trust, even amidst controversy.
Now What? - Plan recovery actions.
Crisis communication doesn't stop with a statement. People want to know what actions you're taking to sort things out and prevent it from happening again. Whether it's a policy revision, internal review, or commitment to transparency, reveal your plans and prove you're a go-getter.
Crisis Moments - The Great Revealer
Crisis moments don't merely test a company’s response; they expose the core of leadership. Leaders who embrace transparency and take the wheel in uncertain times often end up stronger on the other side.
One of the biggest mistakes leaders make is waiting too long to respond. Every passing hour gives space to unchecked speculation and unfounded rumors. Instead, a clear and decisive message delivered swiftly sets the tone for the conversation.
Consider the recent example of David Risher, CEO of Lyft. I was so impressed by his exceptional performance during a CNBC appearance that I reached out to his communications team just to Chime In™. That's how rare it is to see media training handled so effectively. When a media debacle erupted at his company, all eyes were on his response. His approach? A simple yet powerful statement: "Look, it was a bad call, and that's on me."
In just six words, Risher demonstrated immense accountability and emotional intelligence—two qualities that instantly sway public opinion. He didn't dodge, deflect, or cower; he owned up. And that explained away tension while reinforcing trust in his leadership.
The result? This Inc. magazine headline: "Lyft's CEO Delivered a Humble 6-Word Response to a $2 Billion Error. It's a Lesson in Emotional Intelligence." Suppose the alternative had been: "Risher's $2 Billion Error. It's a Lesson in Failed Leadership." Could you imagine the financial and professional ramifications of the alternative? All because of how he communicated. What a valuable lesson.
Proactive leaders realize that crisis-proofing a business begins before a crisis occurs. This means:
- Establishing Strong Internal Communication Channels so employees aren't left bewildered or taken by surprise.
- Creating a Crisis Response Plan that outlines major steps and messaging for assorted scenarios.
- Media Training for Executives and Spokespeople so they can confidently face the media whenever needed.
- Maintaining a Public Perception Vigil—staying one step ahead of potential risks before they escalate.
Leaders who communicate with conviction—even in trying times—protect their brand and build credibility. They demonstrate control, proactiveness, and, most importantly, deserve trust.
A Strong Plan? Be Prepared Before it Happens
The best PR recoveries don't happen because a crisis vanishes. They happen because a leader stands tall, seizes control of the message, and turns adversity into an opportunity to reinforce their core values and vision.
Firms that actively crisis-proof their business don't just scrape by challenges; they emerge stronger and more indomitable brands.
So ask yourself: Is your company crisis-proof? If not, it's high time to ACT NOW.
*Forbes Coaches Council—an exclusive club for the top business and career coaches—wants you. do I qualify?*
- In her role as an advisor, Lynn Smith might guide executives to proactively develop crisis response strategies, as opposed to remaining silent during conflicts that damage reputation and profitability.
- During public appearances or interviews, executives like David Risher, such as the one with CNBC, can showcase exemplary crisis communication by taking responsibility for their mistakes in a clear, concise manner that strengthens their credibility and earns trust from stakeholders.
- Committing to create a crisis-proof business is not just about responding appropriately when a crisis occurs; it involves establishing strong internal communication, crafting a detailed crisis response plan, media training for key personnel, and maintaining vigilance to anticipate potential risks before they escalate.
