The Surprising Similarities Between Early Parenthood & PR Crisis Communications

How Being a New Mother is Surprisingly Similar to PR Crisis Communications

I’ve recently learned that early parenthood tests your patience, hones your intuition, and sharpens your decision-making skills. I’ve also learned that the need for quick thinking and emotional regulation during a middle-of-the-night emergency or supermarket meltdown is surprisingly similar to that needed to handle corporate communications in times of crisis. These days, when I hear my infant crying or witness a toddler tantrum, I often find myself reaching for my PR crisis communication skills to help diffuse the situation and restore harmony. Here are a few of the similarities I’ve noticed so far:

Stay calm when nobody else is.

Just like babies amid a meltdown, employees and stakeholders look for composure. By lowering your voice and slowing your words, you immediately set the tone. Bringing a calm and reassuring presence to a crisis helps everyone feel more under control.

Ask the right questions and get your facts straight.

Your first move shouldn’t be to react. We must assess the situation to determine the real issue. Is it a cyber attack on your business or a computer glitch? Do you need a product recall or is it an isolated issue? Is the baby hungry or does he need a diaper change? In any case, we must stay curious, not panicked, to find the right solution to the right problem. 

Use simple language.

In crises at home or the office, less is more. Clear, effective messages across channels leave little room for speculation. Communication is key to success, and overcomplicating it leads to even more panic from those who rely on you. 

Address emotions first, reason second.

Calming stakeholders through a brief holding statement before explaining the situation in depth acknowledges fears or anger before diving into the details. The tone and timing of your initial response to a crisis matter more than saying everything all at once, an approach that has worked wonders on my newborn! 

Repeat key messages.

Our children rely on us for so many different reasons throughout the day. By consistently and appropriately responding to their needs, we build trust and facilitate their learning, confidence, and memory. Similarly, corporate stakeholders need the same repetition to rebuild trust following a crisis. Say it again and again, but phrase it differently each time. 

Recognize when you need help. 

We can’t do it all. Sometimes a situation is beyond what you can handle alone, and it’s necessary to bring in reinforcements. Don’t be afraid to call your legal team, your PR crisis management team – or your mom!

Follow up once everyone is calm. 

Just as we would reassure our little ones after a meltdown, we must pay careful attention to customers, investors, and employees following a crisis to earn back trust, show we care, and demonstrate that things are under control.

At the end of the day, motherhood and crisis comms are not so different after all! If you need help navigating a crisis, or want to learn more about how to handle a potential crisis in the future, reach out to Trevi’s Crisis Communications team today.