Be authentic in your communications…we can all spot a phoney

Talking to your customers, Talking to your employees

With the party political machines in full flow ahead of this year’s general election, phoney spotting takes on new heights as politicians cajole and persuade in a bid to win our votes in any way they think appeals to the voter. The trouble is of course in the rush to jump on the new media bandwagon, many are tempted to communicate in a way that looks anything but authentic.

I’m reminded of Gordon Brown’s ill fated journey into the world of You Tube in the depths of the expenses scandal. It makes for embarrassing watching. The trouble is, trying to shoe horn a personality like Brown’s into a vehicle like You Tube is a bit like watching your dad dance.   

It doesn’t work. The result? An uncomfortable looking Brown. The message gets lost. The public don’t believe him and we’re back where we started but with even less credibility than before.

Choose your stage
The lesson the corporate world can learn is the need to balance the increasing number of stages where you can play out your corporate message with that of credibility and authenticity. If you put your Chief Exec on You Tube, you’d better make sure that for him/her it’s a comfortable place to be. If not, why do it? It doesn’t mean of course that you can’t experiment and be creative in the use of new media, but don’t do it just to jump onto the latest social media bandwagon.

People, your employees, your clients, your stakeholders want authenticity. If it feels uncomfortable then you can bet it will look uncomfortable and no one likes a phoney.

Putting the brakes on a crisis….

Communicating in a crisis

Does an issue become a crisis when everyone finds out about it? That might be the question Toyota executives are asking themselves as their ability to put the brakes on both their cars and the runaway damage to their reputation is called into question.

Now, I know I’m not the only one (unfortunately for Toyota) to harp on about their problems, but the lesson here it would seem is about identifying those issues in a business that have the potential to become a crisis at some point in the future. Effective crisis management is not simply about dealing with a crisis once the media is baying at the door of your company HQ – crisis planning should have happened long before any crisis breaks out.

That said, what to do then when the issue does finally sashay down the catwalk in its full crisis wardrobe and the traditional media, ably supported by their online cohorts, Twitter, Facebook, You Tube et al, line up to unleash their collective ire on your company’s brand?

The tactics may change but the strategy doesn’t
Given the speed of the new media world, the tactics of crisis management have changed but the strategy hasn’t. Never underestimate the power of quick and decisive action and a simple hands up, we made a mistake. There will be pain in the short term, but we’re all human and mistakes happen. Many of us are prepared to forgive mistakes but not many forgive a lack of honesty at the outset and a failure to act and be decisive.

The instinct to try and cover up bad news is very strong; ask a lawyer, or even an ostrich, but all the evading tactics won’t do anything to save the long term damage to your brand and may well simply make it worse.

Honesty is the best policy
David Letterman (he of US Late Show fame) may be the best recent example. Held to ransom by a blackmailer threatening to release news of Letterman’s indiscretions, he fronts up and admits it all, live on air. What could be more honest and candid than that? It doesn’t absolve him from any indiscretion, but it wins him many people’s respect and gives him a much better chance of rescuing a battered reputation.