Wanted: Credibility

When it comes to dealing with a crisis, there are two essential ingredients that must be part of the mix: credibility and transparency. When people are feeling threatened and do not know what to do about the perceived threat, it is the primary responsibility of those in-charge to provide them with information as to what is going on and what steps they and others can and are taking to deal with the situation. Anything less than that only makes people more anxious, feel less secure and gives spread to often false and exaggerated rumors. In other words, without valid information, as bad as circumstances might be, they become worse.

For information to be fully embraced by those in crisis, it must be believable and come from a source that is credible. In the famous tale, "The Boy Who Cried Wolf," the tragedy was that at the end, after lying so often, when the boy was actually telling the truth about the wolves, no one believed him. He had no credibility. Truth, no matter how powerful, will not be visible or accepted if presented by a source viewed to be unreliable or untrustworthy. As the U.S. and the world faces the potential pandemic disease that is the coronavirus, credible experts and entities must be given the spotlight so that everyone can contend with this growing threat.

In the U.S., from a communication standpoint, there exists a credibility problem. Like him or not, President Trump is not credible because he is not viewed as a teller of truth. If I were his communication advisor, I would beg him to say as little as possible about the coronavirus and, instead, let the experts do the talking. They have credibility. He does not. The more he and his key aides blame members of the democratic party and the media on genuine concerns people have about the virus, the more Team Trump contributes to making what is already a dicey situation worse. That is as much of a reality as the virus itself.

Facing a Pandemic Disease

Given that the world is interconnected as never before as a result of technological advancements and greatly enhanced modes of travel, one of the great fears shared by many is the outbreak of a pandemic disease that crosses international borders until it engulfs much of the world. (Any movie buff will confirm that such a scenario has been the theme of a number films over the years.) Such an occurrence seems to be happening in real-life these days. What is being called a coronavirus is now popping up in multiple countries, including the United States. Its origins have been traced to mainland China. As I write this, in addition to individual nations such as the U.S., Korea and Japan, such regions as the Middle East, South America and Europe are also in the beginning stages of dealing with this disease that has already claimed hundreds of lives.

This bubbling crisis is generating much concern among the international community. Governments are being forced to figure out ways to keep their citizens healthy and safe from persons infected with the virus and from crossing over their borders. As prospective carriers can go literally days and longer without showing any symptoms, the challenge of keeping carriers out seems to becoming greater with each passing day. Part of the process of doing this is a communication issue. Leaders and authorities at local and national levels need to be proactive in initiating information campaigns that tell people what steps they can take to avoid contracting the virus as well as what indicators they can be on the look out for to ensure they remain out of harms way. Here in the U.S., the federal government is dragging its feet on each account. Consequently, there seems a growing concern with the government as to its ability to protect American citizens. Such a trend, if allowed to grow, will make worse the challenge of helping folks deal with this crisis.

Individual Behavior

A quest for individuality is a journey that all of us are on. We strive to be our own person, march to the beat of own drummer, not conform to the standards of other, etc. "I've gotta be me," as the song goes, is our battle cry. This, I would contend, is a good thing. Doing so represents our goal of achieving deep and lasting self respect. Making our own decisions or choices is a key way of, in a sense, standing on our own feet. This is the candidate I endorse. This is the person I will be-friend. This is the person I will marry. All these and other declarations of various weight are what ultimately defines us.   

What also defines us is how we communicate. Are we straight-forward or blunt in how we talk with others? Do we talk around issues without making a real point for fear of offending or upsetting another? Do we use the interests or concerns of others to help shape points we wish to make as a way of being more effective in our communicating? Do we focus only on what's on our mind without regard for the perspective of others? Such basic questions also serve as defining elements when it comes to the kind of person we are. They represent ways in which people judge us as to whether we are worthy of respect or affection.

Being an individual is fine and most worthy of focus for us all. The question, however, comes in our we go about doing that. One can sit down at a dinner table with others and cram as much food on their plate as possible. Such behavior gives out one kind of message to the others at the table. One can also sit down at that table and satisfy their own hunger while at the same asking if they pass the bread or ask if others are getting their desired share of food. That behavior, too, gives out a message. Each kind of behavior is an act of individuality. The difference is found in the regard or care we show others. Ultimately, it affects how others view us.

":Communication Roads"

This world of ours has seen many roads be built since the beginning of mankind. They have ranged from the so-called silk roads that allowed traders and merchants to travel from China to Europe to the Autobahnen as initiated by, believe it or not, Adolph Hitler, to even the West Side Highway that enabled urban commuters to more easily navigate New York City. Each made it easier for all users to reach destinations more quickly and safely and reduce contending with the inevitable array of obstacles such as pedestrians, traffic lights and, to an extent, other drivers. Collectively, the roads have served as a principle connector for all needing and wishing to connect with others. To this day, they continue to achieve this objective daily and in a big way.

In the world of communication there also exists roads. Traditional roads geared to accommodate vehicles are designed to help travelers go from one destination to another. What I will call "communication roads" are designed more to help take users from one road to another. Users of these roads are rarely, if ever, content to go to a singular destination. Instead, a user of the Internet, for example, might seek out information on a particular topic but then immediately hop onto another virtual road that leads to additional details on that or related topics. Such journeys do not have end points.

Then there is the matter of physical interaction between people. A conversation between individuals represents a communication road. With words and gestures, participants are making use of a road that they created for the purpose of achieving an effective encounter. A person may travel a "road" with a sales clerk and, based on the results of that encounter, immediately construct a similar road with a person at a cash register. The examples are endless. They represent how each of us as non-stop communicators remain in the road-construction business.   

A Lesson in Sensitivity

Before entering into a career in public and media relations, I worked for several newspapers as a general assignment reporter. My major as an undergraduate was journalism, so my ambition at the time was to track down stories, report the news and do my part to contribute to a well-informed society. My first newspaper job was in Clarksville, Tennessee. I worked there for over a year and, overall, found it to be enjoyable and a good learning experience. The second paper was located in Hagerstown, Maryland. I worked there a little over a year as well. After that, it was public relations all the way - a story I will save for another day.

A day before reporting to work at the paper in Maryland, the person I had been hired to replace died most tragically in a fire that consumed most of her apartment building. She was well-liked and respected by what were now my co-workers. It was a very emotional turn-of-events for all of them, which is probably why I was given the assignment of covering this story on the fire and the loss-of-life. Though I had never met her, I was very much aware of the heaviness of this story. The mood at the paper was quite grim. Everyone was downcast. It affected the attention that was given my coverage as well as how the others interacted with me those early days.

No one was rude or mean. However, at the same time, there was very much a distance between them and me. I could sense the people associated me with their former friend and colleague. Sitting at her desk, working on her computer, using her telephone, etc., I was a stark reminder of their loss. This situation required on my part a level of sensitivity that I was not expecting nor all that prepared for in terms of my own maturity. Looking back, I was able to navigate those early days by taking my cues from how the others behaved toward me. I had to adopt a certain way of communicating with them. It was a powerful lesson in listening that has stayed with me now for over 45 years.

"Pressing the Flesh"

Do not look now but we are now knee-deep into a political season - a heavy-duty one, I might add. As of this writing, approximately nine months from now the United States will vote on who it wants to be its president for the next four years. Exciting times. (Also, depressing, depending upon one's perspective.) That aside, we are now witnessing and, in some cases, experiencing a lot of campaigning. Candidates are giving tons of speeches and doing as much as they can to interact directly with prospective voters. The voting public has come to expect these kind of activities from those seeking the highest office in the land, never mind how effective either one might be.

In this day and age of high technology, including television, going out and shaking hands and/or chatting face-to-face with prospective voters may not quite generate the wide-spread exposure a candidate strives for each day. Still, we voters like seeing this kind of personal effort as it represents that the candidate genuinely cares what is on the mind of "the people" and gives voters a tiny bit more appreciation of what the candidate is like as a person. Consequently, candidates do it and citizens, generally, are the happier for it. At the same time, you can bet each candidate and their team are continuing to devise ways to get them as much media exposure as possible.

In media relations work, the primary way of connecting with reporters used to be face to face interaction. This included visiting reporters at their offices, arranging meetings and calling then on the phone. These activities are still done, of course, but not nearly as much as they used to be. Nowadays, thanks for our technological advances, media relations workers do not need to "press the flesh" with reporters as much as they used to. Now, they can post their own stories or announcements as well as directly communicate with potential supporters or customers. In both politics and promotion, "pressing the flesh" is not what it used to be. 

  

Attention-Seeking

So much of our world these days is defined by the great use of social media by millions of people. People text, tweet, post, announce, share, etc. on a daily basis; even multiple times per day. Social media has become the modern way for much of the population of all ages to let others know "Here I am!"......."I count!"........."My existence makes a difference!" While some view this as a sad turn, I do not necessarily agree. The technology that enables them to do this is actually pretty awesome. Given that people since their beginning days have always sough ways to make themselves known, it is not surprising that they have gravitated big-time toward the tool that enables them to gain the attention of others more quickly and powerfully than others before it.

With the world population hovering around eight billion, that is a lot of attention-seeking that occurs most every day. The odds of anyone actually gaining the attention of others in a significant way are very small, of course, but that does not mean people do not try. Within all this global outreach exists the world of public relations, a profession designed to do what people do most every day: seek attention. One key difference is that true public relations efforts or campaigns are based on research, fact-finding, pre and post-post testing, analysis, and the production of high quality material and well-crafted copy or text.

Professional public relations practitioners would have us believe that their ways are the best. Their efforts are more sophisticated and strategic, they say. I do not doubt them. But what we "amateurs" have to remember is that the odds of P.R. efforts, generally, are not all that great either. This is why repetition is a vital element in all campaigns. It is also why savvy public relations practitioners set modest goals. They know the competition is enormous. The know for true attention to have impact, then it must be generated again and again and again.


 

Communication Gestures

Last night, President Trump gave his third State of the Union address to the U.S. Congress. As I write this, rightfully so, much is being written and spoken about this speech. But putting aside the speech itself, one of my big takeaways from this event was all the communication gesturing that occurred by many of the attendees. Trump refusing to shake Nancy Pelosi hand. Congressmen walking out during the middle of the speech. Congressman leaping to their feet to applaud something the President just said while others remained glum-faced in their seats. Pelosi tearing up her copy of Trump's speech at its conclusion. And so it went. For me at least, not a dull moment.

While the President was obviously front and center as he was the only one doing all the talking and the only one at the microphone, a number of the others there communicated just as loudly by making use of other communication tools in their arsenals. For instance, I noticed a number of Congressmen smiling and waving at the President as if they were children thing to get their parents' attention. Opposite that, there were others who kept checking their watches as if they could not wait to get out of there. Still others would whisper to colleagues seated next to them while one or two attendees seemed to have nodded off to sleep much like I tend to do while watching television at night.

My point here is we all have ways of communicating our thoughts and feelings that be quite telling and powerful. The person at the microphone does not automatically have the greatest impact when it comes to communicating specific messages. Trump's speech was what it was. Collectively, the several hundred attendees gave their own speech and in many ways it was just as profound and notable. The main point of their "speech" was one of division and disharmony. Their "speech" revolved around the reality of a great divide in our nation that, it seems, should be addressed more than what the guy at the microphone had to say.

Catching a Frisbee

The other day I came across an interesting question: Why are dogs better at catching a Frisbee than people? The act itself is fairly complex unlike, say, catching a baseball that comes straight at you. All one has to do in that case is stand still and catch it. In the case of a Frisbee, however, the object moves in an arc. The one on the receiving end has to calculate where it is going to land and then rush to that spot to snatch it before it hits the ground. As humans are supposed to be smarter than dogs, it would seem we should be able to do a better job of making this calculation, thus be more skilled at catching Frisbees. Alas, not so.

I raised this question with a friend. (Both of us found discussing it much easier than the prospect of actually trying to catch a Frisbee.) We came to the conclusion that going back to their beginning days when dogs had to hunt to survive, they learned to anticipate the travels of prey so as to improve their chances of making the capture. This instinct remains within them to this very today. Who knows if we are right? But at least the explanation that my friend and I came up with satisfied us. (One quick aside, while dogs may be better at catching Frisbees, we humans are better at throwing them.)

How does this relate to communication? Frisbee-catching involves anticipation, paying close attention to the trajectory and speed of the tossed object. Successful communication also calls for attention or active listening. By listening well, one is better able to anticipate the path of a message. By doing this, they can more effectively intellectually position themselves to hear what is being put forth with much greater understanding and appreciation. This also enables the receiver to be better able to send back an appropriate and relevant response. When it comes to Frisbees, dogs, generally, could be viewed as being better "listeners" than us. Humans, however, have the capacity to become better at this skill - as well as remain tops when it comes to interacting with others - by continuing to exercise our listening muscles.