In his most recent column, Jack Welch talks about how to survive a media mauling, or crisis communications 101. He essentially postulates three rules:
1. Tell the whole truth.
2. Transmit the same message to everyone.
3. Go direct via web and other channels.
Because it’s a column, there are lots of other words around these, to include a shout out to Rudy Giuliani that comes across as totally out of context and a close that notes:
Most of the time when the media are clamoring at your door, you have the ability to answer fully and protect yourself as well. The only question is whether you have the guts to engage the media as they engage you.
I’m not quite sure what guts has to do with it here, but let’s take a look at his rules, one at a time.
Number 1. Yes. And it’s not just the truth, because I hate to say it but truth is somewhat subjective. What you have to do is own your own information/own your own story and disclose the information as rapidly as possible.
Number 2. Sort of. His example (Barrack Obama) is not a good one. I’d say it’s not having the same message for everyone, it’s being consistent with the facts and your interpretation of them, in line with what your audience cares about.
3. Go direct. Couldn’t agree more. Use all tools to transmit.
And don’t forget the gut. ;)