Crisis Communication: Lesson 5

Dr. Louis Perron
blog post louis

Last week end, The Washington Post published a video where Donald Trump made lewd remarks about women. His apology and performance during the second debate have probably helped him stop the Republican defections. As a result, he will stay in the race. This being said, the incident is a good opportunity to continue our series on crisis communication. As a general rule, once a crisis breaks (point of no return) the goal is to get over it as soon as possible. Most of the time (and with respect to communication, not legally speaking) it is best to admit mistakes and accept responsibility. The faster you do this, and the more full-heartedly, the more people are willing to forgive. It’s wrong to blame others. One has to promise concrete action in order to put the crisis to a rest. Once the crisis is dealt with and over, it is possible to come out of it stronger, but things will never be the same like before the crisis.

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