"No Comments...!"

From time to time, these are the only two words we heard from news reports when an executive was being surrounded by a troop of media crew during crisis situations or a scandal of some sorts. Or, the anchor would say something like the representative from organization XYZ was unable to reach for/refused to comment. That's great, you thought you have skillfully avoided all the difficult questions and that the situation was under your control of eliminating more harmful words. Congratulations, you have successfully made thing worse instead. Remember no news is not the good news under such circumstance. At a time like these, no response, refuse to respond, simply deny everything without any concrete proof and evidence would easily be interpreted by the press and the public as there was something being hidden. That no doubt hurts the reputation of the organization that has been built over the years. I understand the organization itself is under a state of confusing, uncertain, puzzle, chaos, feeling embarrassed at that critical moment while there might not able to make sense of anything, let alone having something meaningful and assuring to say. But this doesn't make sidestepping an option. Instead, someone has to step up to shoulder the responsibility in providing useful information. This could be the Chairman of the Board, the Chair of the relevant sub-committee, the Executive Director, or the Communication Chief as long as who is senior enough and have the authority to represent the organization. On one or two such occasions, I noticed organizations get a junior staff to face the media, letting them being grilled by journalists in front of cameras but it's too obvious that the frontline staff has no training of handling such situation at all. It is another way in worsening the instance. At the very first stance when there was really a lack of anything significant come to sight while the organization is still doing its best in figuring out the whole event, one of the easiest, polite and impactful response by any of the aforementioned spokesperson is "Like you (the press), I'm here to help figure out and make sense of the situation. Although I might not have anything to say at the moment, I'm accountable for the situation and will share with you updates as soon as I have got anything to say. I would like to express our most sincere gratitude to our staff, supporters, volunteers and those who care about our organization at this difficult moment. Thank you!" With a statement like this, it gives the impression that the top brass of the organization is fully aware of the incident and is taking charge to do something correspondingly. Executives are always anxious in saying something like that because of they afraid that means they are responsible for the wrongdoing, it could lead to personal liability that causes personal disgracing. That's not true but the other way round. It demonstrates their courage and commitment to taking responsibility, correcting the wrongs. At a later stage when there is a clearer picture of the situation, it is necessary to take the initiative in providing regular updates and outlining consequent actions to the press or as needed. Nowadays, when organizational governance and transparency are top among the buzzwords, it helps in showing the whole world that the organization is a responsible, dependable, trustworthy, reliable, sensible one that would surely aid rebuilding its reputation and regaining creditability even amid an organizational nightmare. Now, a throwback to the time before a situation. To enable the organization can respond properly and the top brass is fully equipped and able to handle such occasion comfortably, it is necessary to have prior preparation and training. Organizational protocol, responsibilities among the Board Chair, relevant sub-committee head, ED and Communications chief have to define and write down clearly so that when things happened eventually, crossing fingers of not; every one of them could instantly aware of what they were supposed to and how to act accordingly without having to telephone back and forth right at that chaotic instant. As said, training is another prerequisite in making a good impression/response, considered not everyone is natural born camera sweetheart, especially in those awful moments. It is clear that no matter how wonderful an organization's mission and work is, it is necessary to be mindful of possible danger in times of peace. No matter how brilliant an organization's service is, it can no longer neglect the importance of a communications strategy or crisis management plan but focusing solely on service delivery and development at a time when everyone has at least one smartphone on hand at any time. And it tells, communications and crisis management is not a one-off, or even ad hoc exercise, but require the continuing effort and pledge even though an organization’s expertise is in serving the community. As one of the guiding principles of crisis management states ‘Honesty is the best policy.’