In words made famous by Harrison Ford’s Jack Ryan character in Clear and Present Danger, “There’s no sense defusing a bomb after it’s already gone off,” the same principle applies in many crisis communications situations, like today’s SpaceX launchpad explosion at Cape Canaveral.
The only workable path in this kind of crisis is to be forthright quickly. And that comes primarily through directly facing questions–the tougher, the better. Questions such as:
- How did this happen?
- Why did this happen?
- Who is responsible?
- What is your process for ensuring explosions like this do not happen?
- What is your process from inception to launch?
- Who’s responsible for your safety program?
- Will you update your safety program? When?
- When will you release those results?
- How much did this cost?
- How far does this set the program back?
- Will someone be fired over this?
- Has this happened in testing before? When?
- What was your level of confidence for safety before the test?
- What new safety precautions will you implement?
- Did you rush this project to beat your competition?
- What was your first reaction when you witnessed this explosion? and more
The bigger point is each of these questions must have answers. But the key is to KNOW the answers, SAY the answers and anticipate more questions long before standing before reporters, lights, cameras and microphones.
Misfiring on the aftermath of such a tragedy could cost much more than anyone anticipates.
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