By a certain age we all eventually realize that life is a cycle of actions, reactions and consequences. It also becomes crystal clear that there will be moments when we are on top of a mountain, taking in the fresh air and enjoying the fantastic view. Other times, we’re stuck deep inside a ravine, strapped inside the badly damaged SUV we call our lives.
It isn’t always cute or pain-free but we soldier through because, it’s worth it!
Thankfully, through these repeated hills and valleys, high and lows, we humans have developed effective and sometimes unhealthy coping mechanisms that help us to deal with trauma and general shocks.
Corona Time
The world is collectively going through one of those shocks at this very moment of my writing this piece. COVID-19 is ravaging sections of the world and has caused levels of upheaval in normal, modern life, only seen during the worst natural disasters and in the previous century, during a World War.
Through it all one of the most consistent elements of the unfolding crisis has been the flow of information from every possible source. From the constant stream of consciousness that is Twitter, to cable news channels, press conferences, and just people generally spreading misinformation and conspiracies via whatsapp (never gets old!).
I have been particularly intrigued by the dual role authorities have to play in dealing with such a crisis. Sharing pertinent information to citizens of the country while remaining calm, and reassuring everyone that everything will be, ok?
Crisis Best Practice
I want to believe that every student of public relations or communications, such as myself have at least come across the seminal case of the Tylenol Poisoning spree of 1982. The unsolved case, which unfolded with the death of 7 people, saw bottles of Tylenol pain killer being laced with cyanide, placed on store shelves and sold to unsuspecting customers. In it’s aftermath, major changes were made to how over-the-counter drugs were packaged, labelled and handled.
The case became a masterclass in best practice for Public Relations however, due to the immediacy and forthrightness of the response from the leadership of Johnson & Johnson, the parent company of the brand.
I immediately saw the hallmarks of that case and juxtaposed them with how the current pandemic is being handled.
Fact is some officials/countries have been doing well and others… not so much. Somewhere in the middle of it all I have been able to see how even these big decisions can be useful to my own life. When it comes to crisis management, dealing with it is no different when you are a country, a large company or a person.
My insights…
Be honest … the first time
Your life is a mess, you are in too much debt, your relationship isn’t working out and even worse, you hate your job. One way to deal with these crises is to completely ignore them or choose to be consoled by false facts. Whatever the excuse, if it prevents you from reaching the correct conclusion about your life and circumstance, it won’t help you.
The moment you start telling the truth about your crises to yourself (and probably your therapist) you will be closer to your breakthrough. The resolution to every major crisis begins with openness and honesty, the first time. Everything else is a non-starter. It’s also important to ensure that your stakeholder(s) are aware of the crisis. Those closest to you, who you consider dearer than just family may be those important parts of your support system who will be there for you during that crisis. Their support and confidence can be lifesaving.
Know the problem
Struggles come in all shapes and sizes, it helps if you can identify the one that is affecting your life so that you can address it with urgency. At the level of a large organisation, it will be necessary to ascertain what the crisis is, its root cause and gather as much details as possible about its depth and ramifications. Only by fully understanding the issue, can you be able to even begin to address it.
Think Solutions
If you’re focusing on the solutions, then maybe, just maybe, you will have less attention to spare for the crisis at hand. Attention a.k.a. ‘worry’ saps your energy and is not useful. Being solution-oriented during a crisis is pivotal, especially as it helps to refocus your energies towards identifying a positive outcome. Finding a solution to the main problem, putting it into action and arriving at a resolution in the quickest possible time can be the difference between a short term hiccup and long term, permanent damage to reputation and bottom line.
Chaos is a Ladder
It may seem rather Machiavellian, but consider this – there are people living through this troubled time in history and even now, they are finding opportunities that will serve their lives well, when it is over. In fact it was Machiavelli who said “Never waste the opportunity offered by a good crisis.”
As scary as the crisis and emergency may be, steal yourself a moment to consider and identify new avenues for exploration. It could be directly related to the problem at hand, or another solution that emerges. At the more granular and personal level, there are things we ignore in the normal cut and thrust of life, that we should pay more attention to, during a crisis. For example, it was during the Great Plague of London between 1665 and 1666 that Sir Isaac Newton was able to produce the foundation of some of his greatest work.
Lessons Learned
Finally, know that the reckoning for every crisis will come and during that period it will be necessary to consider the lessons learned. One of the greatest failures we make from crises of all kind is to ignore the important lessons. Noting things that went wrong and how these could’ve been prevented, helps greatly. The old adage about learning from mistakes in order to not repeat them is true. Note them, write them down, record them and take corrective actions for the future. This is the only fool proof way of moving on from a crisis for the better, otherwise it would have all been for naught. The world will learn a lot from the current global crisis and the changes to come will likely alter the course of human existence for a long time.
We are currently in crisis mode but that will end, eventually and if we’re lucky enough to make it out un-phased we will have stories to tell and lessons to learn. In the meantime, make that lemonade and have your fill.
Let me know in the comments how you handle crises.
Be inspired, Be informed, Be Glorious!
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