The pros and cons for CEOs and MDs posting during a crisis

When a crisis occurs, the way CEOs and Managing Directors (MDs) communicate, especially on platforms as immediate and wide-reaching as social media, can significantly influence public perception and the trajectory of the event. Here's an exploration of the pros and cons of different levels of communication by top executives on social media during a crisis:

1. SAYING SOMETHING (ACKNOWLEDGMENT)

Pros:

Transparency: Demonstrates that the company is aware and acknowledges the issue.
Control: Helps shape the narrative before it's entirely driven by external parties.
Trust: Can bolster public trust by showing that the company is responsive and responsible.

Cons:

Can Escalate: If not well-thought-out, even a brief statement can exacerbate the situation.
Initial Uncertainty: There might be insufficient data to provide a complete or accurate picture.

2. SAYING NOTHING (SILENCE)

Pros:

Avoids Misinformation: No risk of releasing incorrect information or making hasty statements.
Buys Time: Allows for internal fact-checking and strategy development.

Cons:

Perceived Negligence: Silence can be interpreted as ignorance, apathy, or a cover-up.
Narrative Control: Absence of an official statement may lead to rumors and speculations taking over the narrative.
Trust Erosion: Stakeholders might lose trust, thinking the company is shirking responsibility.

3. SAYING A LITTLE (MINIMAL INFORMATION)

Pros:

Acknowledgment: Shows the company is aware without delving deep into details.
Safety Net: Less chance of miscommunication as compared to a detailed disclosure.
Flexibility: Allows the narrative to be updated as more information becomes available.

Cons:

Perceived Evasiveness: Might seem as if the company is withholding information.
Speculation: Limited information can lead to rumors and assumptions.
Unsatisfactory: Stakeholders may feel the response is inadequate and demand more transparency.

4. SAYING A LOT (DETAILED DISCLOSURE)

Pros:

Full Transparency: Demonstrates openness and a commitment to keeping stakeholders informed.
Narrative Control: Comprehensive information can prevent or dispel rumors and speculations.
Stakeholder Assurance: Detailed plans on mitigation or rectification can reassure concerned parties.

Cons:

Risk of Misinformation: More details mean a higher chance of some information being incorrect.
Overwhelming: Too much information can lead to confusion or key points being missed.
Future Commitments: Detailed statements can commit the company to specific actions which may not be feasible later.

In summary, the approach a CEO or MD takes on social media during a crisis should be dictated by the nature of the crisis, the company's understanding of the situation, and the expectations of their stakeholders. It's always recommended to have a crisis communication strategy in place and, if in doubt, seek expert advice on the best communication approach.