Breaking Bad (News)

There comes a time for any organisation where there is a need to share challenging, unpleasant, distressing or shocking news. 

Whether it is an announcement to an organisation’s staff, customers, clients, suppliers, or members, or a message to a school’s students and their families, communicating difficult news must be approached with professionalism and care. 

Business restructures, job redundancies, workplace accidents, product recalls or even criminal activity by a current or former employee are just some of the challenging situations that are common subjects of organisational communications. 

Many organisations have the best intentions when they communicate with their stakeholders yet still find themselves criticised or embarrassed because of poorly considered communication at a sensitive time. 

Some of the key considerations in communicating difficult news are: 

Timeliness – Organisations risk criticism if they are perceived to have concealed or delayed the announcement of difficult news. 

Clarity – A confronting situation can be made more confusing or frightening by unclear or ambiguous messages. 

Language – Inclusive and empathetic language is particularly important when sharing serious information that could be distressing. 

Legality – Many sensitive situations have legal implications, and communication materials will require legal checks. 

Transparency – Organisations should be as transparent as possible within the bounds of any legal considerations and the privacy of individuals, especially children or victim-survivors of abuse. 

Empathy – Sharing difficult news must be undertaken with full consideration of everyone affected by the circumstances and framed through their perspective of the situation.

In challenging circumstances, it can be beneficial to seek the input of an external adviser to assist with sensitive communications. 

A trusted third party can view a situation with a fresh, external perspective and identify any gaps or risks. 

Hughes routinely works as an `insider’ with clients to confidentially and sensitively deal with challenging situations when they emerge. 

Public relations isn’t all about bright and shiny announcements. It is a privilege to be trusted to work with clients in challenging or distressing times when they need calm, considered advice and reassurance.