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On President Trump, #metoo & Oprah Winfrey: Words Matter

As we’ve seen in recent crisis communications and media relations coverage in the press, words matter.
Let’s start with 3 data points:
  • President Trump’s comments on immigration outraged many Americans and allies
  • #metoo has renewed the debate on what can or cannot be said in the workplace and in social situations
  • Oprah Winfrey’s Golden Globe speech vaulted her overnight from famous celebrity to discussion of presidential candidacy
What can CEOs and organizational leaders learn from these and other examples? First a few perspectives:
  1. Words are important, especially to leaders: “It’s through our words that we communicate our intentions…They are the main tools that we have for sharing our vision with our teams.” Isaac Oates, CEO of HR firm Justworks.
  2. Words frame a leader’s effectiveness: “The words you use can make the difference between good leadership and bad leadership. Good leaders know how to motivate and inspire; bad leaders seem to excel at criticism and negativity. When you need to lead a team, pick words that build them up.” John Brandon Inc. Magazine Contributing Editor and author of 40 words of leadership wisdom.
  3. “Communication is the most important skill any leader can possess.” Richard Branson, Virgin Atlantic CEO in a blog his Top 10 quotes on communication.
As communications consultants, we advise clients that careful word selection is a product of message development:
  • Don’t shoot from the hip; pause to select your wording carefully before making any declarative statement or response.
  • Practice before each key communication opportunity so you get the words right.
  • Adjust your words for the communications situation. Inside the board room the discussion can be a bit more frank than in a town hall or a media interview (but still don’t forget – don’t say anything you wouldn’t want to get out). In the social media world certain words should never be said, period.
On the positive side:
  • Identify key words and examples that illustrate your goals in a positive light.
  • Weave the key words into the core messages you develop for your target media and audiences.
  • Be consistent in your leadership themes in sound bites, elevator speeches, interviews and Q&A.

Getting out in front of an issue by expressing contrition is an important step. While there is no true playbook for crisis communications, our three recommended steps are: 1. Showing care and concern which can include an apology. 2. Communicating what you are doing. 3. Changing the narrative. Learn more about CommCore’s approach on our Crisis Communications page.

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