Tackling Self-Appointed Experts

Under Pressure 19 July 2023

Tackling the ‘self-appointed’ experts

There is a recent phenomenon that is threatening crisis communication plans and the responses that are put in place. It is being increasingly seen and is made worse when organisations are slow to respond or provide complex information that is difficult to understand. It is the phenomenon of ‘self-appointed’ experts.

‘Self-appointed’ experts are people, organisations or accounts on social media that become influencers during a crisis. They are people who may have some or no inside information about the subject but they can quickly become a trusted voice for both the media and the public.

There is little benefit in becoming frustrated that this is happening. What matters is that you have a plan to try and avoid influencers taking hold and grabbing the narrative. This alongside managing misinformation and disinformation should be part of all crisis communication approaches that are created.

Here are my top three tips about how to tackle the phenomenon of ‘self-appointed’ experts.

1. Speak first and make sure that you respond quickly to whatever is happening. You have to have a foot in the discussion and conversation.

2. Speak frequently. Once the first communication has been quickly shared ensure there is more that follows on a regular basis. ‘Experts’ will flourish when there is a gap, or perceived gap, in the information that is being shared.

3. Make the information you give clear and easy to understand. If your information is too complex, wordy, full of jargon or just doesn’t connect then you will be encouraging people to seek alternatives where they can find what they need.

These three tips won’t mean the situation never occurs but they will put you in a more influential position, and the challenge is then to keep it with a detailed and continuous flow of information. What is clear is that this phenomenon is not going away any time soon.

Preparing for a crisis - why crisis simulations are vital to communication

Crisis simulations are a vital part of being ready for when the worst happens. This is not just for the operational management of a crisis but for communication. In the past exercises had focused on the crisis response with a brief mention of communication focused on media and in recent years social media. But more can be done to be really ready for the likely crises in 2023 and beyond.

The latest software - Amanda uses Conducttr - for crisis simulations allow it to replicate real life situations and focus on the impact of a reputational crisis as well as operational events. This means crisis simulations can now be centred around scenarios that are about internal issues. It can test the internal communication approach and activity as much as any external information sharing.

In recent months it is clear that for most organisations the next crisis is likely to start internally and be linked to staff actions or comments about the culture and the way the business operates. Crisis simulation will ensure the right systems, structure, process, plans and actions are in place for the moment something happens.

If you want to find out more about how crisis simulation can help ensure you crisis ready contact amanda@amandacolemancomms.co.uk

New dates for 2023 Training

The latest dates for 2023 training by Amanda Coleman have been updated. The next session is on 13 September with a unique opportunity to work through the recovery phase of an exercise. A reputation focused crisis communication exercise will take place on 18 October and the final session for the year will be on 15 November with a session in Developing a Crisis Communication Strategy. Places are limited so contact amanda@amandacolemancomms.co.uk for more information or to book a place.

In Brief:

• Cyber crises should be the top of every risk register. If you have a cyber security team that need to be prepared to face a crisis CSO website has some useful information. Find out what you can do to help them prepare.

• In the latest 10minutes with video, Amanda speaks to Trudy Lewis, founder and director of Colinear about the importance of coaching for leaders who may face a crisis. Watch the discussion here.

• Risk communication is not as frequently discussed as crisis communication. In an article on Nevada Today Ran Duan, assistant professor of environmental communication at the Reynolds School of Journalism explains what it is. Find out here.

• For anyone working in education, an article on the website Campus Safety gives some tips on ensuring that staff and students know what to do in the event of an emergency. Read more here.

Diary Dates:

• On 12 September Amanda will be running her popular Crisis Management webinar for the PRCA. Find out more about the session here.

• Amanda is running her latest crisis comms training webinar on 13 September with a recovery communication exercise. Contact amanda@amandacolemancomms.co.uk for more details.

• If you want to refresh your knowledge about how to Develop a Communication Strategy, Amanda will run a session on 14 September for the PRCA. Find out more here.