The phrase ‘The Elephant in the Room’ applies to a situation where everyone seems to be ignoring the obvious issue that SHOULD be under discussion but isn’t.
This could be for a whole variety of reasons – fear of upsetting the boss or colleagues or just simply, to use another well-used phrase, opening a bag of worms.
It takes a person of strong character to stand up and point out the elephant when everyone else is ignoring it or trying to shove it back into the cupboard.
Not long ago, I was doing some media training at a secondary school that was expecting a horrendous Ofsted report, negative and extensive criticism in the local media and the potential loss of confidence by parents and governors.
A real crisis.
Back to school
I conducted a media workshop with the two most senior leaders at the school, the male headmaster and the deputy who was female. It was clear to me that the deputy was a more effective communicator in front of the camera than the head.
Just as I was preparing to take him aside and relay my view, he seemed to read my mind and actually put up his right hand to stop me speaking and said ‘Sandra’s better than me at this…I think she should be the interviewee if the media come knocking on our door’.
In the event, the media didn’t get involved (that’s another story) but it was a very difficult few days for all concerned when the report was released in all its gory detail.
The headmaster had the nous and self-awareness to realise that his deputy was probably better suited to handling the media than he was.
Sometimes my job is to reveal the elephant in the room but on this occasion he fulfilled that role and fair play to him for doing so ; he realised it was in the best interests of the school, which took real strength of character and professionalism.
In the event of a crisis
When a crisis occurs, it’s essential to confront these uncomfortable truths head-on. Ignoring the elephant can lead to speculation, misinformation, and increased anxiety among stakeholders.
Here are some strategies for effective crisis communication that tackle such challenges:
1. Acknowledge the Issue:
As soon as a crisis arises, openly acknowledge the problem. This shows transparency and builds credibility. Denying or downplaying the situation only fuels distrust.
2.Clear Messaging:
Craft messages that address the core concerns of your audience. Use straightforward language and avoid jargon.
Being clear and honest will help demystify the crisis and foster understanding.
3.Regular Updates:
Keep stakeholders informed with timely updates. This helps manage expectations and demonstrates that the organization is actively addressing the situation.
Regular communication can also help dispel rumors and misinformation.
4.Show Empathy:
Recognize the impact of the crisis on your audience.
Acknowledging their feelings fosters a connection and shows that you care about their concerns.
5.Invite Dialogue:
Encourage open communication. Allow stakeholders to voice their concerns and questions.
This not only helps address the elephant in the room but also builds trust and rapport.
Facing the elephant with transparency and empathy is key to navigating a crisis effectively. By doing so, organisations can strengthen their relationships and emerge more resilient.
Effective leadership
I’ve worked in places where to challenge the boss is tantamount to an act of rebellion, even though one of the signs of an effective leader is to acknowledge when a poor decision has been made and then facilitate the solution.
If that means taking it on the chin, so be it – that’s one of the main reasons why you’re a leader.
If an open culture exists, honest, direct, bottom-up communication will stand your organisation in good stead during a crisis.
Just remember to keep looking out for that elephant at all stages of the process.
