Lessons for Leaders and Communicators

In controversial situations leaders need to step up and control the communication agenda, thereby controlling their destinies. The consistent ability to operate quickly in high-stakes situations—to make smart decisions and to engage stakeholders effectively—creates a powerful competitive advantage. This is true in business—per McDonald’s—and in nonbusiness settings.

The longer it takes to fulfill appropriate stakeholder expectations, the harder it becomes. Incremental delays in fielding an appropriate response have a greater than incremental effect on the outcome. An apology on Day 1 may be sufficient to prevent expressions of outrage; an apology on Day 10 after uninterrupted expressions of outrage probably won’t be sufficient.