The Danger of
Black and White Communication
This article also appears in PRWeek.
We crave absolutes – yes or no, stop or go, you’re with us or against us. Most of life, however, is not so cut and dry. We live with nuance and uncertainty, and there are usually too many unknowns to be 100 percent sure of the outcome. Communication professionals must counsel their clients accordingly.
We crave absolutes – yes or no, stop or go, you’re with us or against us. Most of life, however, is not so cut and dry. We live with nuance and uncertainty, and there are usually too many unknowns to be 100 percent sure of the outcome. Communication professionals must counsel their clients accordingly.
This issue
is being played out in the aftermath of New Jersey governor Chris Christie’s
nearly two-hour press conference on January 9th. His declaration
that he “had no knowledge,” and was “lied to” and “betrayed” may well be true.
After all, he’s the governor, a former prosecutor and early front-runner for
the Republican nomination in the 2016 presidential race. Those are big responsibilities
and big stakes to risk.
But many
see those responsibilities and risks as reasons for their suspicion. They
believe someone so involved and so concerned with appearances likely had a
close eye on his own political operation. “Bridge-gate” (or what might evolve
into “Retribution-gate”) was not put to bed with the governor’s long apology
and assertion that he’s “not a bully.” Christie watchers will be listening for
potential shoes to drop during the ongoing investigation. Any link to prior knowledge
of Fort Lee, NJ lane closures will have dramatic, potentially career-ending
consequences.
Still, we
expect leaders to deal in absolutes and they accommodate us for fear of seeming
weak or uncertain. Short and sweet statements usually win over the long and
complicated. But there are too many examples of failed absolutes to ignore the danger of black and
white or the outright denial. Nixon’s “I am not a crook” and Clinton’s “I did
not have sexual relations with that woman” rocked two presidencies and the
nation. The trajectory of events was largely within their control.
Even when
events are not within our control, the siren song of absolutism dashes leaders
onto the sharp rocks of crisis. After weather forced JetBlue to cancel flights
and strand some passengers on grounded airplanes for over 10 hours in 2007,
founder David Neeleman said, “This will never happen again.” His apology at that
time was called “perfect.” But in 2011, weather created havoc and, you
guessed it, it happened again. Passengers were sealed in and were parked on the tarmac for over seven hours with toilets that wouldn't flush. A strategic look ahead
could have avoided this failure of absolute statements.
Scenario
development and greater oversight also could have saved pharmaceutical company
Bristol-Myers Squibb from an embarrassing episode involving one of its
spokespeople. Andy Behrman, who chronicled his life with bipolar disorder in Electroboy:
A Memoir of Mania, reportedly accepted $400,000 in 2004 and 2005 to talk
about the benefits of the drug Abilify®. He said the therapy was life changing
and all of his drug side effects "went away." A warning bell should
have been going off with that definitive statement. While Abilify may have a better
safety profile than some other antipsychotic medications, it carries a long list
of side effects and warnings on its label. Indeed, after his non-disclosure
agreement lapsed, Behrman said he experienced side effects that were worse than
any treatment he had tried and stopped taking the drug within the first year.
What's clear is there are few absolutes. It takes a marriage of analysis and creativity to develop statements that are appropriately qualified but not evasive. It's a tall order to communicate complexity in a succinct and compelling manner but that's our job. And it’s
imperative we educate our students, staff and clients that the risk to
reputation by seeking and telling the truth is less than telling or living a
lie, or making promises - absolutes - we can't keep.
Between blog posts, I invite you to follow me on Twitter @pauloestreicher.