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Crisis Communications: The Definitive Guide to Managing the Message by Steven Fink

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4

Attitude Adjustments

So, taken in its entirety, is my suggested statement for BP “snake oil”? Is it “spin”? Is it misrepresentation? Is it misdirection? Is it inaccurate? Is it false?

No.

It is simply and strategically making perception match reality. Remember, Admiral Allen himself—the federal government’s designated on-scene expert—admitted that BP was doing a good job at the wellhead; my suggested statement just packages what was taking place already, or was about to take place, and presents it in a more positive and proactive light for BP. Thus, it makes perception come as close to reality as possible.

This is the essence of good crisis communications, and if you have trouble accepting this premise, it may be time for an attitude adjustment. ...

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