The author warns that when corporate leaders misunderstand and mishandle communication in a crisis, there can be existential consequences: customer loyalty can be jeopardized, market share lost to rivals, the ability to achieve key goals compromised, and perhaps a legal position undercut. The article aims to demonstrate how such pitfalls can be avoided.
The paper explains that effective communication requires mastering a discipline with two key skills – gaining a current and thorough knowledge of the expectations and needs of audience and understanding how to craft a message to achieve a desired reaction.
The author proposes and parses a working definition of communication is: “an act of will directed toward a living entity that reacts.”
Case studies of communications failures are reported.
Organizations need defenses against their charismatic leaders.
The paper provides a guide to how effective leaders communicate with stakeholders by speaking and acting only after thoroughly studying their needs and interests.
