Three Tough, but Necessary, Questions to Ask Crisis Clients

Fact gathering, of course, is the first step in managing a crisis or potentially damaging reputation issue. Most agencies and risk management professionals will provide clients a checklist to quickly obtain the facts, assess the crisis and craft an accurate, efficient response.

But providing reassurance to clients and leaders who are navigating a crisis requires more than just the facts. When an executive has opted to bring in a crisis management or communications specialist, she is inviting an audience inside the inner circle for sensitive collaboration, intuitive reassurance and substantive counsel. While the facts matter, the vulnerabilities of a company and its executive team have a critical bearing on the positioning and sensitivity required to fully address the needs of the organization. Often, the most important revelations of a crisis strategy come out of thoughtful conversations guided by questions outside of the typical “fact” gathering approach. It helps to have established trust and rapport with your client before going there, but, often, these questions will help establish trust in a new relationship. Ask with interest and listen carefully:

1. What is your greatest fear? For the brand? For the company? For you (or leadership at your organization) professionally?
2. Where are your organization’s grittiest vulnerabilities?
3. What action(s) are you taking to address these concerns in this crisis and generally?

Regardless of the specific issue, drilling down to perceived risks and fears from the leader of the organization allows us to tackle a crisis from a truly human perspective. Crises do not always have textbook solutions, they require genuine care and concern from committed leaders who must demonstrate credible, thorough resolution. Moving past “just the facts,” is where the heart of a solid crisis strategy begins. Executives who are open to this level of conversation demonstrate a deeper attachment to their business, their consumers, to the bigger picture and long term. Messages, commitments and resolution strategies will reflect this level of depth and dedication. Go there.

(Fine print: In any crisis, care and concern for human life, health and safety come first and foremost. Proactive communications emphasizing the facts and providing reassurance comes next. Revisit our crisis recommendations with our memorable guide, PANTCHEK.