SPIN-DOCTORING IS LONG DEAD. HERE'S WHAT YOU NEED TO DO INSTEAD.
Photo by TETrebbien on Unsplash
When I graduated with my PhD in journalism at the turn of the millennium, people joked that I was now a genuine spin doctor.
They weren’t too far wrong, either. At the time, after working in the media for many years, I’d crossed to the dark side into senior corporate communication roles.
Back then, managing negative issues was often more about sidestepping tricky questions and talking up the positives than coming clean on the problem and what we were doing about it.
When I work with leaders today, it’s a very different approach.
Leaders who are truly outstanding communicators are those who are honest and authentic, even if the message reflects badly on them.
Spin no longer has a place - if it ever really did. To be credible, you must communicate as if nothing is off the table. Be prepared to answer every question without defensiveness.
Watching a tribute to Olivia Newton-John this week, I was struck by her calm presence in front of the media, even when she was being asked tough questions about sensitive areas of her life.
Her direct gaze and warm frankness established a connection that leaped through the camera lens to the viewer on the other side. Is it any wonder so many people loved her?
In the digital age, when people can see deeply into your business like never before, resist the urge to skim over the negatives and talk up the good.
Replace spin with directness and candour, especially when the stakes are high.
Want more of my message?
Book me as a speaker at your conference, leadership retreat or event via this link: https://www.neryleast.com/contact-neryl
Dr Neryl East is a professional speaker and executive coach who shows leaders how to be heard, stand out and command influence. Connect with Neryl on LinkedIn here: https://www.linkedin.com/in/neryleast/
