If I get argumentative at home, my wife tells me: “you can be happy or you can be right… pick one.” As I guide clients through crisis communication events, her reminder rings in my ear.
In many cases, clients who are attacked (by the press, blogger, customer, etc.) have a natural instinct to become defensive and desire to strike back. Yet, a core crisis communication principle is you can’t win an argument. If you lose an argument, you lose. If you win an argument, you still lose because you have created hurtful feelings with your audience.
The subject is the focus of chapter six in Dale Carnegie’s "How to Win Friends and Influence People." It’s probably my fourth time reading through the classic. First published in 1937, it is the grandfather of all people skills books. In fact, I think it should be required reading for any public relations professional.
The book uses an example of a salesman selling a Chevy truck. If the customer says that Ford makes a great truck, don’t argue with him. You can say, “You are right. Ford does make a great truck.” It reduces the customer’s resistance. Now, you are free to tell him all of the things that make Chevy a great truck.
If customers feel like they are not being heard, they will speak louder. In fact, the crisis can spiral out of context. You have to change the positioning. Be sure that the customer knows that you heard their complaint. Validate the customer’s concerns and respond from common ground with your audience. Take the high road and position your response with communication that everyone will agree with. Avoiding arguments will go a long way in keeping your brand out of hot water.
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