According to recent articles in The New York Times and The Washington Post, the government’s chief spokesperson on the swine flu outbreak is winning rave reviews for his television skills. As a crisis communications and media training specialist, I can tell that the Centers of Disease Control and Prevention Acting Director, Dr. Richard Besser, has had television experience. Sure enough, I learned that Besser was a health reporter in San Diego. “He is a scientist who has mastered the healer’s delicate art of simultaneously projecting deep concern and profound calm, telling national audiences to worry but not to worry,” according to the Washington Post.
Spokesperson serves as a model for Crisis Communications
Here are four media skills that all spokespeople in a crisis can learn from Besser’s television interviews and daily briefings.
Show empathy
Besser rarely opens an interview or briefing without expressing deep sympathy for the victims. When news broke that a 23-month-old boy in Texas was the first to die in the U.S, Besser said, “Any death is tragic. But as a pediatrician and parent, it’s especially tragic to see it in a young child.”
Display boldness
In nearly every interview, Besser sticks to the CDC’s main message: bold action. He always characterizes the CDC’s response as “very aggressive.” A government agency or corporation facing a crisis typically faces more questions than answers. People will forgive a spokesperson for not having all the answers, but they will not forgive a nonchalant attitude.
Educate viewers
A CNN anchor asked Besser a natural question, “Where does the total number of confirmed cases now stand?” Besser acted an educator. Before revealing the latest numbers, he said, “Focusing on numbers is less important than what the numbers tell us about how it’s spreading.” Most television anchors and viewers are not disease specialists. They are asking questions based on a lack of knowledge about virus outbreaks and prevention. A reassuring spokesperson will use questions as an opportunity to educate viewers.
Offer advice
Typically before he’s even asked, Besser offers advice about how individuals can protect themselves against the virus. According to Besser, these actions include “frequent hand washing, covering your cough, and staying home if you’re sick.” When people feel out of control, it’s important to offer them specific tips that help them regain a sense of control over some part of the crisis.
Besser’s techniques should serve as a model for crisis communications. He has struck the ideal combination of reassuring an anxious public, educating viewers, and delivering timely information.