Replicating the DNA of integrity to come out ahead of a crisis

The media focus and coverage resulting from an integrity crisis is a harsh and unforgiving trial. But the really exciting news is that with the right approach it’s possible not just to regain one’s reputation but even to enhance it. When everybody is looking, it’s a great time to impress them.

To do that, you need to appreciate the process that creates trust. Knowledge of the “DNA” of integrity—Disclosure, Norms and Accountability—is the key. Honoring those three concepts allows a company to make smart investments in its relationships with customers and stakeholders.

Start with the single most important one: disclosure. When a crisis hits the last thing anyone feels like doing is admit a problem or mistake and deal with it publicly. Hunkering down, being cautious about what is said to the media or even to staff and following the advice of lawyers is all too common a response. Building trust is not about playing a defensive game. It’s about taking risks and reaching out to people. In times of crisis it’s worth remembering there’s no problem that can’t be fixed so long as there’s not an attempt to hide it. That doesn’t mean disclosure is easy. Facts, details and explanations can be difficult to marshal in the midst of a fast moving crisis. For the manager there’s no better approach than to go and see for yourself. And as you communicate in real time, updates can correct mistakes or erroneous data in an honest and open way.

Next address norms. Crucially, you need to make things right with people who have been hurt. Secondarily, you need to change your product, or process, or staffing in a way that credibly removes the public’s concern. The change should be clear, capable of simple explanation and effectively communicated.

Finally demonstrate accountability. If nobody is at fault, say so. But if there was a lapse, hold him or her accountable. And what if it’s your own lapse? Good luck trying to hide it. A far better approach is to address things in an honest and forthright way.