A crisis is an unwelcome way to prove your mettle and test your ethics.
The chaos of crisis will challenge your calm, creating an opportunity to perform under pressure amid events out of your control. But crisis also will tempt you to cut corners, blame scapegoats and bend the truth. Your core values may take a backseat to expediency. Your ethics is one of the best tools to carry around in a crisis.
Acting ethically in crisis, while hard, is the right thing to do. Ethical behavior is the path to a burnished reputation.
Johnson & Johnson's handling of the tainted Tylenol incident is the perfect example of a crisis response based on values. James E. Burke, CEO of J&J, challenged all his employees to put "Patients First," the company's brand promise. Pulling Tylenol from shelves, meeting with thousands of care providers and patients and developing the tamper-proof container were the fruits of following that core value.
Your ethics will be on the line when you are called on to stand in front of microphone, admit a mistake and take responsibility for a mess. Your reputation can take a hit if you hide out, shift responsibility and blame others.
People know stuff happens. They tend to judge based on what you do after stuff happens. Sluggish responses, fingerprinting and denial often leads to a cascading drop in credibility.
Here are four tips on how to integrate ethics into your crisis response:
Look in the Mirror
Before doing anything else, take stock of your reputation, your brand promise, what you stand for. Let that be your guide as you lead efforts to clean up a spill, stabilize a faltering operation or condemn a bad practice. Deputize everyone involved in the crisis response to follow the same guideline. Make an enhanced reputation your goal.
Don't let events beyond your control define your response. Take charge of fixing what's wrong. Find a long-term solution. Communicate with your own employees and those who are impacted. Use tools such as Twitter that allow real-time communications.
Owning a crisis doesn't mean dealing with it alone. It is a sign of strength, not weakness to seek expert opinions, consult your own employees and ask those caught in the crisis what they think should be done. Be curious and empathetic, not cavalier and impulsive. You may get conflicting advice, but you also will get invaluable suggestions.
See Your Actions in a Newspaper Headline
A simple test to assess your actions is to write the most slanted story and headline to describe them. If the result disturbs you, then reconsider what you do. Pursue actions that are unmistakably sound and reflections of your ethics, actions will are likely to produce headlines you would want your family and friends to read the next day.