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By T.J. Winick, Issues Management Group
To be an effective communicator in responding to an urgent matter, it’s often necessary for MSP leaders to simultaneously strike several different tones. How much of one and how little of another is necessary depends on the nature of the crisis and what information constituents will require to feel confident in the response. For instance, if an email sent to customers about a data breach sounds genuine but doesn’t include actions to solve the crisis, the brand won’t come across as proactive, and stakeholders won’t have much confidence that the issue is being addressed urgently.
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