Being a leader involves intelligently stepping up and communicating with both internal and external stakeholders. Let’s face it: even in the best of circumstances, issues are going to arise in the workplace, but leadership is vital before, during, and after a crisis, as well as in moments of peace.

As a knowledgeable public relations professional, I have gained many useful insights on handling situations–both positive and negative–that I have applied to my places of work. Some of these skills include paying attention to word choice. Here are a few components I have learned regarding verbalizing messages effectively and how I applied those skills to the workforce.

Pay Attention to Word Choice as a Leader

In my crisis communications class, we discussed how vital proper word choice is when talking about a crisis. Whether you are speaking one-on-one with a colleague or in front of thousands of people in the media, some steps should be followed to ensure the correct message is being shared. 

1. Try and Use Stand-Alone Sentences

In the media, reporters want to get the best quote for the story, even if it is not the most accurate. Make sure each response reflects your personal or your company’s values so if quoted, it will stand true.

2. Do Not Over-Reassure

Confirming or denying a claim without knowing all the facts is never a good idea. Additionally, talking in absolutes can backfire if the statement comes out to be incorrect. Step with caution and state you will return to the media when you have more to share.

3. Remember to Use Simple Language

Not only does simple language make the message penetrable to more people, but complex wording can be distracting. Get your point across as easily as possible!

4. Be Open and Honesty

Honesty is always key. The audience will see right through false information, and in unpleasant circumstances, sometimes all people want is a genuine response. 

Although I have little experience with reporters, I have been able to use this wisdom while communicating in other ways.

WBWC 88.3 The Sting

Through my participation in Baldwin Wallace University’s radio station, 88.3 The Sting, I have gotten the opportunity to interview an artist live over the air. The artist did a short acoustic set, and then we interviewed him and the audience wrote question for us to ask. In doing so, I learned about proper branding for the station, which is referring to the station name and call letters throughout the show. This is to remind listeners where they are getting the content. 

Through that experience, I was able to apply the knowledge that I gained through my PR courses regarding stand-alone sentences. Although in an interview setup, branding is not necessary after every response, it is important to practice speaking both conversationally and informatively. While the interview should feel like a natural exchange, radio listeners joining in the middle need to be aware of what is being discussed and who is speaking.

Go Ape Treetop Adventure

Whenever you are working in a high-risk environment such as a high ropes and zipline adventure park like Go Ape Treetop Adventure, it is vital to be prepared in case a situation goes sideways involving a guest. Despite critical safety measures, a guest may feel uncomfortable, in pain, or sick. Knowing how to react to those feelings can assist with demonstrating the company’s values and establishing stronger connections with outside stakeholders.

If a guest were to injure themselves, two of the word choice components I discussed could especially be applied. First and foremost is comforting the guest and making sure that anyone from the company is open with discussing what occurred responsibly. Immediately after that, the next step is to make sure to not over-reassure the guest or surrounding people until a proper incident report is made. It can be extremely detrimental to all involved to jump to a conclusion without knowing with certainty. 

Conclusion

Through careful word choice, you can ensure that company values remain consistent while still being genuine in each response. In addition, avoiding over-reassurance, fragmented sentences, and complex wording works to achieve this goal. Through practice, you can be prepared to lead your team towards a successful team proposition with the knowledge of how to respond to the media, customers, and each other!