Mailbag: How do you regain trust after an initial communications misstep?

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Whether it's a poorly timed announcement, an ill-considered tweet, or a misinterpreted internal message, the key to recovery lies in how you handle the aftermath. Here are a few recommendations on how to navigate your way back from a communications misstep.

1. Acknowledge the Mistake

The first and most crucial step is to acknowledge what you got wrong—and be specific. You are responsible for gaps between your intended message and the one your audience hears. Did you miss something in your evaluation of the wording, timing, messenger, channel, or other context impacting how your audience interpreted your message? 

Own up to the mistake immediately to prevent further damage and commit to realistic improvements. Show you are aware of your mistake and are taking it seriously. Vague promises will not help you here. A sincere apology can go a long way in mending trust. Remember, honesty fosters credibility.

2. Consider Whether You Have the Right Messenger

Once the mistake is acknowledged, it's important to consider who will deliver the follow-up message. The right messenger can significantly affect how different audiences receive your apology and subsequent communications. Choose someone who is trustworthy, empathetic, and has a good rapport with your audience. This person should be able to convey sincerity and take responsibility on behalf of the organization. 

If the communication misstep occurred in a 1:1 interaction, you should apologize directly using language and tone that demonstrate these values.   

3. Get Closer to Your Audience

Understanding your audience's concerns and perspectives is essential, including actively participating in conversations on issues that matter to them. Corporate statements issued through mass media persuade few people. They appreciate it when leaders speak directly to them using channels they already trust, like giving an interview to their favorite podcast or newsletter–the niche audience is what gives it credibility. The closer you get to your audience, the more authentic your message comes across and the stronger your connection with the audience. When you need to apologize, people need to feel like you’re talking to them, not simply issuing a blanket statement.

4. Be Humble and Helpful

Approach the situation with humility. Avoid being defensive or dismissive. Instead, show empathy and a genuine willingness to learn from the mistake (this is why specificity in your acknowledgment is critical). Offer solutions or actions that you are taking to prevent similar errors in the future. Providing helpful information or resources can also demonstrate your commitment to improvement and that you trust your audience with what you know. Trust is a two-way street. If your audience feels you’re holding back, they will, too.

5. Don’t Stop Communicating

Continuous communication is vital. Don’t go silent after issuing an apology. Keep your audience informed about the steps you are taking to rectify the situation and transition from reactive to proactive communication. Regular and ongoing communication helps maintain trust and shows that you are actively working on improvements. Consistent, honest communication can turn a negative experience into an opportunity for growth and stronger connections.

Recovering from a communications misstep is challenging but possible. You can restore trust and credibility by acknowledging the mistake, choosing the right messenger, getting closer to your audience, being humble and helpful, and maintaining open lines of communication. Mistakes are a part of growth, and how you handle them can define your organization’s integrity and resilience. 

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