We’ve all had to communicate during a crisis, especially animal health communications pros. Senior leadership must recognize what may be perceived as a minor issue internally will not necessarily be perceived that way externally.
Choosing your language carefully is never more critical than during a crisis. Thirteen members of Forbes Communications Council shared one word or phrase they recommend NOT using in crisis communications. Take time to read and understand their reasoning.
Source: Forbes, August 19, 2021. Link.
4) ‘Thoughts and prayers,’ . . . a foil for real, meaningful action.
5) ‘Unfortunately,’ . . . implies a shift in blame; taking ownership should be a priority!
10) ‘As you know,’ . . . shifts blame to the reader . . .
13) ‘Everything will be okay,’ . . . Don’t use empty words.
INSIGHTS: This column is essential reading for senior leaders, business owners and communications professionals. Even if you’re a seasoned communicator, it is an up-to-date refresher.