Critics are emboldened in a crisis, so don’t fall for making excuses
The Sunday Star Times yesterday reported that Auckland’s new community laboratory company, Labtests (which won the contract from DML) believed that some of the complaints it was receiving about its service were the result of “propaganda”.
Its chief medical officer, Dr Michael Coglin, said that some complaints were being encouraged by the company’s critics and were without merit. The suggestion was that people’s confidence in the service could be undermined by this “propaganda”.
However heartfelt, this was an extraordinary statement. No one expects Dr Coglin to be a media or crisis expert, but it is difficult to comprehend that his advisors have not shared with him the anatomy of an issue or crisis. What he is experiencing is as normal as it is real, and any organisation that handled an issue of this nature the way Labtests has was surely headed for a crisis.
On changeover-day plus-one, they were virtually boasting that everything was running smoothly. The reality was different and got worse.
It is a fact that in any crisis, critics are emboldened. Remember the lab contract was competitive and contentious, so there were many with strong held views. In this type of situation, people who would normally say nothing speak out, thereby encouraging others. Extraneous matters suddenly assume some relevance, or at least appear to. But at times like this, it is not the company in crisis that adjudicates on what is relevant and what is not. That lies with its critics and the media.
What can you do about it? Not a lot. Stay humble and avoid enflaming the situation with attacks on the critics. At a time like this you can’t do better than follow the C.A.P formula: show Concern for what is happening, constantly update people on your responsive Actions, and, if you get the chance, provide some Perspective. But here’s a warning, never leave your “perspective” floating out there alone, or it will be interpreted as an excuse. Dr Coglin’s comment looked much like an excuse.
Tags: CAP formula, DML, Dr Michael Coglin, Labtests, Media crisis, Propaganda, Sunday Star Times