Writing in the Harvard Business Review
, PRSA Chair and CEO Rosanna M. Fiske, APR
, offers practical guidance for business leaders on how they can effectively use strategic communications when faced with a crisis situation that requires an apology or explanation. Fiske says
that "throwing half-hearted apologies
at an issue will just exacerbate a festering problem — and people will view it as an obvious and empty attempt to quiet the masses."
She adds that when faced with a crisis, CEOs should "aim to clearly communicate the issue, and what is being done to rectify it."
Fiske advocates business executives contain their crisis messaging within three simple parameters:
- Keep it simple.
- Mean what you say, and say what you mean.
- Reaffirm your company's core values and commitments.