What should you do when a crisis hits your company or organization?
Retired Admiral William McRaven answers that question in his new book Conquering Crisis. McRaven, the former Navy Seal leader who oversaw the mission to kill or capture Osama bin Laden, argues a crisis should be met head-on without significant delay.
While McRaven is not necessarily speaking about public communications, his viewpoint aligns with our philosophy of dealing quickly and confidently with a crisis that requires you to interact with the media. In a television interview, the admiral delivers his message with the kind of self-assurance that every communicator should emulate. View the clip below.
McRaven’s powerful statement serves as a guidepost for anyone dealing with a crisis, including company spokespersons. You want to extinguish the “forest fire” as fast as possible by being forthright and transparent.
Now, in the very early stages of a crisis, your legal team will probably advise a spokesperson not to say, “We messed up,” as McRaven suggests. We understand that and the potential legal ramifications. But his overall message of speed and accountability in controlling a crisis is a spot on and will serve you well.