4. Staying on top of crisis communication

This mastery involves three battles: asserting one's legitimacy, confirming one's positions and providing proof.

Assert your legitimacy by speaking the truth, showing that there's a "pilot in the plane", that management is listening and showing empathy. This implies being able to make sense of the experience of those affected by the crisis (stakeholders and/or employees).

Know how to occupy a position that is perceived as positive, that of a vigilante, a savior... Communication is there to reassure. Avoid being locked into the disadvantageous position of the aggressor, the traitor, the gravedigger...

Provide evidence of your good faith to support the organization's position. Don't allow yourself to be contradicted by evidence of bad faith that may be put forward by other players.

In all cases,...