Stop spinning. It gives everyone a headache. If you don’t actually say what you mean, why are you saying it? We too often say what people want us to say in order to fit into their specific definitions of what they want. This isn’t effective any longer. You can blame social media, Alberto Gonzalez, or Bill Clinton for its demise.
Spin is no longer an effective method of calming and dissuading an angry mob of empowered users to rip your company apart in the press, their forums and to anyone else they can possibly tell about your misdeeds. The mere premise of misleading the public can whip the online community into a frenzy.
Accountability is now the code of conduct. You are far better off exposing your error, fallibility and admitting when you are wrong. The public loves a great apology, especially if it is heart felt and extremely candid/honest.
How can you effectively ready your company, agency or client for change?
1. Stop internal spinning. There is absolutely no reason for this. Why conceal that you haven’t done a great job from your boss? It’s going to come out eventually and could possibly be worse. Or better yet? Don’t screw up in the first place.
2. Engage people on multiple levels. Don’t stick to one channel for an apology, explanation or break down of the crisis. Take it to all channels and make sure people are informed about the situation.
3. Be pro-actively honest. The press hasn’t gotten wind of a potentially damaging story? Awesome, lets hide it and cover it up? Wrong. If you push the story out first you will have a distinct advantage. You can now position the story so that it leaves no room for misinterpretation.
Spin Doctors are so 90’s. Join the 21st century already.
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