A Lesson from the Tiger: Don't Let Silence = "Guilty"
December 09, 2009 by Lauren Fulton
In the midst of the Tiger Woods scandal, the last week has proven that no one – not even a former media darling – can avoid the press.
Your hospital isn’t Tiger Woods. But you’re likely one of the most high-profile, upstanding “citizens” of your community. At some point, your reputation will be challenged. And you’ll be called on to talk.
Particularly when it comes to crisis, the longer you stay quiet, the guiltier you look. In this digital age, people thirst for information. Void of material to talk about, they will simply make something up. It triggers people’s imagination no matter what the truth is.
Worse, saying “no comment” or avoiding the press completely translates into the next phrases that no one wants in the press (unless you say it first as part of a planned strategy): “I’m guilty” or “I’m hiding something.” For media, a skeptical reporter sees “no comment” as a big red waving flag inscribed with: “Hello! Look over here! Dig deeper and don’t stop until you find something!”
In Tiger’s case, he was four days too late in talking to the media. So they dug around until they found what they wanted. In the end, it appears as if he was indeed guilty. However, had it all been a misunderstanding, his squeaky-clean image would have already been tarnished.
Bottom line: talking and engaging the media – even when it’s a tough message – works better than silence. Know what you want to say, base it on the strong reputation you’ve already built, and calmly reinforce it as transparently, accurately and quickly as possible. Remember: a crisis or conflict is another opportunity to be the responsible and credible source that has characterized your hospital in less chaotic times.
