In a crisis, answer the most obvious questions first. Even if you can’t answer them.

I often ask clients who are facing “bad news” situations – real or perceived -- what they hope the news media won’t ask them.

Then I urge them to answer those questions before they’re asked.

Many companies include in their press kits and web sites a list of generic, innocuous FAQs, or Frequently Asked Questions.  But in crisis situations, what matters most is how a company pro-actively addresses the “MOQs” – those difficult but Most Obvious Questions about the negative event and its ramifications.

Answer honestly the MOQs before they’re asked and three things happen:

One, you diminish the media sex appeal of discovery and exclusives.  The tone of news coverage won’t represent the company as stonewalling if you're pro-actively responding to hard questions that you know people have on their mind.

Two, you fill the vacuum that inherently gets filled with speculation, misinformation and rumor.  If you don’t talk, someone else will -- unnamed sources inside the company, competitors, analysts, consultants.  Maybe just the guy on the street.  You have to prove your company as the source of reliable information about your company.

Three, you enhance a reputation of credibility that gives you the benefit of the doubt when you need it most.   This is important in unfolding events where news coverage is faster than the facts.  You’re more likely to be believed when you say you don’t yet know the answer to a question that you brought up in the first place.

The news is going to happen with you or without you.  Validate the difficult but most obvious questions surrounding a crisis and you’ll always come out better in the end.  Always.
. . . . . . . . . .

(If you liked this archive post from Scatterbox by Steven Silvers, consider subscribing to get updates sent automatically to your inbox or preferred newsreader. Just click here.)

© 2006 Steven Silvers

Related:  When bad news is brewing, the worst response is no response.