As
Jon Stewart mentions in his satirical take on this story, even amongst the idiosyncratic, some mayors stand out. But no mayor stands out in the current political climate more than Ford. It’s no secret that Ford and his team are mismanaging the current “crack crisis” plaguing the political life of our city. From refusing to address the allegations head-on for more than a week to recently firing Mark Towhey, Ford’s Chief of Staff, and
arguably the smartest member of Ford Nation, the Ford machine is sinking deeper and deeper into unsalvageable political territory.
Rob Ford and what remains of his team are failing at crisis communications 101. Here are a few key crisis communication points every professional should remember:
Be Timely. A crisis should be responded to as quickly as possible, within 48 hours at an absolute maximum. When a factory collapsed in Bangladesh in April 2013 that manufactured clothing for brands including Loblaws, initial statements came out within hours, and the mega food and clothing retailer has continuously addressed the changing situation. It took Ford eight days to issue his official statement. All the while, speculation grew, letting imaginations roam free. For example, was Ford’s team waiting until they could buy the alleged video to make a statement?
Have Key Messages. But wait. You need more than just your corporate key messages. Your crisis key messages must be context-sensitive and respond to the current situation. For instance, “Rob Ford is the people’s mayor” does not address the issue at hand, nor does it help defend his alleged innocence in this situation.
Don’t Forget Your Offense. Be direct, provide facts, and state your side of the story; don’t just react defensively. Once you’ve addressed the issue, take the conversation where you want it to go.
Try a Little Humility. Ford’s denial rhetoric is creating distance between himself and even his most loyal supporters. Acknowledging past difficulties will make you seem more human and relatable.
Don’t Insult. A school-yard rule, yes. But
hurling insults, even if a person or company has taken actions that you feel are damaging professionally, will only take the power and control of your message further away from you.
And finally, remember: If you don’t talk, others will.
from:
https://pilotpmr.com/lessons-from-mayor-ford-in-crisis-mismanagement/