When law firms or legal departments face crises, whether that be a data breach exposing client information, allegations of professional misconduct, a high-profile case gone awry or something truly unexpected, strong leadership is often the difference between maintaining credibility or facing irreparable damage to reputation and losing client trust. In each of these cases, internal and external communication from leadership can significantly impact the outcome.
Leaders are decisive. In a crisis, leaders have to quickly assess the situation and make informed decisions about the organization’s response. This directly impacts communication as these decisions form the basis of what will be shared with whom and when. Leaders should collaborate with key personnel to determine what information can be distributed, anticipate potential questions and finalize the initial messaging strategy. The speed and quality of these decisions set the pace for the entire communication process.
Leaders set the tone. When the leader panics, everyone panics. Their demeanor and messaging set the tone for the entire organization’s approach to the crisis, which is perhaps the most visible aspect of crisis communication. Whether addressing the media, employees or stakeholders, leadership’s consistent tone, whether it be it calm and reassuring or serious and determined, should be reflected in all crisis communications. Leaders must consciously choose a tone that is appropriate to the situation, authentic to who they are and consistent across all communication channels.
Leaders provide clear direction. Leaders must articulate a strategy for addressing crises and communicate it effectively to all stakeholders. Collaboration with communications teams to provide clear guidance on key messages, priorities and acceptable levels of transparency are vital to successfully navigating the situation. This includes ensuring agreed-upon communications are consistently shared throughout the organization, preventing mixed messages or conflicting information from being released by different departments.
Leaders maintain transparency. Honest and open communication builds trust during challenging times, and leaders play a crucial role in determining the level of transparency in crisis communications, balancing the need for openness with legal considerations and strategic interests. Leaders should work closely with their communications team to ensure the commitment to transparency is reflected in all messaging, from press releases to social media updates. This involves deciding what information to disclose, when to disclose it and how to frame it.
Leaders show empathy. Leaders should always demonstrate genuine concern for those affected by the crisis, whether they be internal or external to the organization. Empathetic communication certainly involves expressing concern verbally but also demonstrating it through actions and decisions. One key is to ensure empathy is woven into all communications, from public statements to personal interactions with affected individuals. This often means tempering the language used, highlighting support measures being implemented or personally reaching out to those most impacted.
Leaders are adaptive and responsible. Crises are constantly evolving, and leaders must be prepared to adapt their communication strategy as the situation requires by actively listening to feedback, monitoring public sentiment and adjusting messages accordingly. Leaders should work closely with their communications team to stay informed about how their messaging is being received and be willing to pivot quickly if the current approach isn’t effective.
Leaders coordinate internal and external communication. Leaders are responsible for ensuring alignment between internal and external communications, and while this may be a delegated responsibility to the communications team, leaders should work with them to develop consistent messaging for each unique audience. Internally, leaders need to keep employees informed and engaged, as they can be powerful ambassadors during a crisis. Externally, leaders must ensure all public-facing communications are consistent and aligned with the organization’s overall strategy.
Leaders lead by example. Leaders must embody the communication principles they espouse. Authenticity in leadership is easy to spot and absolutely essential to successfully navigating crises. This can mean being accessible to the media when appropriate, actively participating in stakeholder communications and consistently delivering on promises made in public statements. By doing so, leaders reinforce the credibility of the organization’s crisis communication efforts and the values of the organization itself, as well as demonstrate their personal commitment to resolving the situation.
Leadership during a crisis is multifaceted and complex, but by effectively partnering with communications professionals, leaders can navigate crises more successfully, minimizing reputational damage and maintaining stakeholder trust. Communicating clearly, honestly and empathetically during challenging times is a defining characteristic of great leadership. As the business landscape continues to evolve with each generation, the importance of strong crisis communication skills will only grow, making it an essential competency for leaders across all sectors.
