As if life isn’t hard enough, misfortune seems to lurk in the shadows, waiting for opportunity to strike. Crisis seems to bring that opportunity. It goes like this: A crisis occurs, but you’re beginning to rise to the occasion. You’re getting your feet under you and making progress towards a resolution. The goal line is in sight, hope is dawning and your future is looking brighter.
Then it happens; the egregious foul you didn’t see coming. Unfair, disruptive and damaging, sometimes fatally so. And nobody seems to recognize the sheer unfairness of it. You wait for a flag to fly, a penalty to be called and… nothing.
What happens next is what defines your character. There are three optional reactions: Shock, sourness or staying the course. You could go into shock, unable to perform as planned. You could go sour, complaining, rebutting or retaliating. Or you could move on, continuing your path to success.
All are justifiable responses and you will find supporters or comforters for each. But only staying the course will lead you to success. This applies to life as much as it does to football, and it particularly applies to response communications.
Response communications places all of us at 3rd and long. By definition, we’re already playing from behind, our reputation sacked and the opposition lined up to stop our efforts. We’re already having to work harder, from a worse position than our opponents. The reputation game is already tilted against us.
But we persevere and through extra effort and strategy we begin to gain. Then the foul is committed: A leaked memo, a compromising photo, another accident, overzealous security, even a tone-deaf CEO (“I want my life back”). We’re trying so hard! It seems so unfair that we keep getting hit!
Here’s the problem. Life isn’t fair. People pile on. And nobody cares. In fact, people sometimes cheer the slings and arrows of our misfortune. So what can we do?
Let’s consider each option. We could go into shock, abandoning our plan of action and losing our ability to react positively. This is a natural response, both mentally and physiologically, to an unanticipated attack. Our bodies actually do this on their own, as a defense mechanism. But it leads to failure in the arena. In a world where reputations are defined by instant information, we can’t afford to go into shock. Our opponents will speak for us, act for us and overwhelm us in our silence.
We could go sour, attacking the messenger, complaining at the unfairness of our situation or trying to get someone, anyone to enforce ‘the rules’. We do this at our peril. Remember that in response communication we’re already ‘the bad guy’, and nobody likes the bad guy who complains about the rules. We broke them, that’s what our stakeholders suspect. So we look all whiny when we complain about others – and the reputation we’re trying to rebuild takes a credibility hit.
Or we could succeed. Don’t get distracted. Keep to the plan. Keep sharing truth. Keep anticipating stakeholder information needs. Keep being inclusive, available, gracious. Let the meanness of an unprovoked attack stand in contrast with your decency. Be polite and respectful. In other words, don’t forget your goal; successful restoration of reputation and public trust.
Unfairness is an acid that corrodes its author when it can’t corrode its victim. Your response to unfairness will determine your success. By definition, bad things happen. You wouldn’t be in your current situation if they didn’t. But as an individual you’re either part of the problem or part of the solution. Resist the temptation to succumb to shock or sourness. Instead weld yourself to the solution. Attacks will come. Unfairness will occur. Challenges will arise. Stay the course! Those who persevere will succeed.
A personal note: If you’ve been the victim of an unprovoked, unresolved attack, you’ll have a strong temptation to bitterness and revenge. You can even be gracious, perseverant and successful in meeting the original challenge, but still harbor bitterness and a desire for revenge. Let it go. Get over it. Revenge is not a dish best served cold, it is a dish best not served at all. Remember that your success in stakeholder communication depends on the good will of your stakeholders. Your entire effort is one to rebuild trust and reputation. Both come only with forgiveness.
Please, practice what you preach. Your willingness to forgive unfair attacks against you is a powerful example to your stakeholders. People recognize unfairness, and they recognize and respect grace. Practice it for your professional good, and practice it for your personal good. Any other response wastes time and effort. Heal, and offer healing.
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