Is Your Messaging Putting your Company Reputation in “Jeopardy™ ?”
People love to show how much they know. “Jeopardy™” is proof of that – a game show that has outlived all game shows featuring people competing to prove the depth of their knowledge. And even with the passing of its iconic host, Alex Trebek, the show goes on. For decades, the loyal audience at home has shouted out the answers when they knew them. (Come on, you know you’ve done it!)
But there are times you don’t want to be the one who knows it all. Or at least you don’t want to publicly broadcast it – with reporters, investors, internal or external newsletters or, heaven forbid, social media.
1. In a crisis. You wouldn’t want to say “Honestly, we have no idea how this happened” or, worse, “Yeah, it was probably that old tank that finally gave way.” That may be true but the better statement would be “This is unacceptable and we will be working diligently to find out the cause.”
2. Before Earnings Calls. A lot of discussions take place throughout the year and you may or may not be party to them – potential mergers, sales, C-level changes, pending lawsuits. There is a reason most companies have “blackout periods” before earnings calls. Making comments that allude to major changes has potentially far-reaching consequences – impacts to the stock price, consumer confidence, liability and so much more.
3. Anytime Information is Confidential. Letting slip in advance that workforce reductions are inevitable might be “honest”, but that kind of information can wreak havoc on your existing workforce, on your vendors, strategic partnerships and the community at-large.
Mark Twain famously said, “It is better to keep your mouth closed and let people think you are a fool than to open it and remove all doubt.” I’m not saying not to answer questions when asked or to be dishonest; rather, be circumspect. If you Google “CEOs who misspoke” it is unbelievable how many pages that search returns. That’s one search on which you don’t want to appear.
Keep in mind: “I don’t know” or “I can’t address that at this moment” are answers, too. A promise to find out the facts or to circle back when you are able to provide more details is acceptable. And believe me, it is a whole lot safer than providing an answer that is either not wholly correct or reveals information you shouldn’t yet reveal. But make sure you do follow-up – your reputation is on the line.
Business can be fun but it’s not a game show. Knowing when to speak and what the message should be is fundamental to building and protecting your company reputation. So, in the Category of “Protecting your Company Reputation”, the answer is “A phrase that originated in World War 2 to warn against unguarded talk.” The question: “What is ‘Loose Lips Sink Ships’?”
[Want to polish your messaging and protect your company reputation? Contact Patty Deutsche]
