Crisis Communications In the New Normal

2 Aug 2012 Viswa Sadasivan, CEO Strategic Moves Pte Ltd

Crisis Management in the New Normal (Day 1 Morning)

Chatham House Rule apply notes are non-attributable, and will be kept confidential. New Normal Mr. Viswa shared that the New Normal is characterized by the following: - The balance of power between the government and the stakeholders has shifted. - Heightened scrutiny on the establishment (post GE) - The ground has emboldened. - Perception that Singapore may be better off with a weakened government. Civil Service Response: - We need to be more proactive in understanding the frame of mind of receiver - Appreciate that there is more than one logic - Work on our likeability quotient (build a relationship with stakeholders) - Build a Goodwill Ring Fence in peacetime (accumulate credit and trust points) - Transparency of policy (awareness of the dangers of perceived cover-up / perceived

"passing the buck" / lack of integrity) - Be ready to acknowledge that we are not perfect - Show the human side - Enhance quality of engagement and communications Key Considerations 1. Know the Audience - NOT the media but your stakeholders - tap on the nodes among the stakeholders not just the media - look for credible 3rd party endorsers but don't induct him (he has weight only because he is distant from you) 2. Strategic Siting of the Corporate Comms Person - As close to the leader as possible - Should be seen as "ops" not just "support" 3. Treat Perception as Truth - the notion of truth is notional 4. Don't stick to just legality of issues 5. Appreciate New Media - supports accuser not the incumbent - an outlet for the outspoken public - can be edited or selected to support a narrative - blurred private-public domain for individuals of authority 6. Appreciate Partisan Perception - acknowledge the right of existence of the other logic - shaped by difference in background, experience, culture etc. Factors of Partisan Perception Logic: what is the other party's rationale? Empathy: why do they feel this way? Ethos: is there an ethical dimension? Sense of right and wrong. There may be multiple parties - need to map out the range of partisan perceptions. Tool Box for Response 1. Tool 1: Confidence - Faith Map - Is it a Confidence or Faith Crisis? - Confidence = Competency/Consistency/Doing things right - Faith = Trust/Values/Transparency/Integrity/Doing the Right things - Note: Can morth from confidence crisis to faith crisis if not responded quickly (e.g. MSK) 2.Tool 2: Crisis Trajectory - What is likely to happen if you do not intervene?

Trajectory 1: die a natural death (no intervention required) Trajectory 2: flat but does not go away (selective intervention) Trajectory 3: escalating (intervene immediately and decisively) Trajectory 4: evolve from 3 if not intervened (need immediate and surgical intervention heads will roll)

3. Tool 3: Ground Sentiment Monitor - What is the feeling on the ground? - Ranges from Receptive to Disgusted - Use other crisises as a gauge 4.Tool 4: Strategic Narrative - How would your planned action play out? - What would be the perception of the key audience groups? - What is the risk based on worst case scenario? - What is the course of action to achieve strategic objective? 5. Tool 5: Power-Influence Relationship Map - Who has power / who is reasonable? - Leverage of the Key Ally (with power and are reasonable) - Leverage on the Easier Convert - Block/Isolate the Key Disruptors (powerful but unreasonable) - Ignore the Nuisance and Inconsequential (no power) ************************ By: Mervyn Tan Comd Air Defence and Operations Command