The sound of outrage from those on the left at Tony Blair’s apparent offer to act as an ‘unofficial adviser’ to the Murdochs and Brooks has meant that people have not properly considered his advice, as recalled on an email, about how to deal with the hacking crisis. In other words, how he thinks a crisis should be dealt with.
Whilst Blair’s office has issued a statement making his position clear, particularly that he knew nothing about the facts of the case, he has not denied engaging with Brooks. Of course, her email is only one interpretation of the conversation and is not a verbatim note.
However, amidst all the furore over the detail of the email, it cannot be ignored that this was advice from one of the longest serving Prime Ministers and someone who prided himself of running, with Alastair Campbell, one of the finest media operations.
SO WHAT DID HE ADVISE?
- Form an independent unit to investigate the allegations – this sits at the heart of the advice and should always be part of how an organisation deals with a crisis. The media and the public do not believe organisations who claim to have looked at the problem themselves and have taken action.. That does little to protect a reputation. But the email also suggests that the report would ‘clear you and accept any shortcomings’. This undermines the whole approach. Any hint that the outcome is already being mapped out or is in any way being preempted will destroy its credibility and will only add to the damage. The subsequent statement from Blair’s office stressed that he was quite rightly suggesting a ‘transparent and independent’ process.
- Timing – what to say is, of course, always considered but when you say it can often feature less prominently especially in the immediate heat of a crisis. Trying to retain control of the story is at the heart of good communications in a crisis. Blair understands this when he is said to advise on when to publish the independent report and about splitting it into two which would fit the needs of the police investigation and trial.
- Take action – you have to be seen to be taking action to deal with the problem. Again, Blair is clear on this point. The ‘proper fact checkers’ suggested , means that audiences will have confidence in the outcome of the report and the resulting actions.
- ‘Keep strong’ – is absolutely right from Blair but the email doesn’t mention the sheer impact that a crisis can have on individuals and organisations in terms of time, effort and resources.
- ‘Rash short term solutions… only give you long term headaches’ – this is correct but can be hard to avoid when the media are literally knocking on your door and possibly many others in an organisation as well…
Where Blair seems to be less insightful, and this could well be to do with his lack of knowledge about the facts of the case, is the belief that ‘it will pass’. It hasn’t and won’t for some time to come yet. It also seemed clear that once the story came back onto the agenda that it would continue to evolve and develop. Of course, many of the revelations have been shocking but the story has grown and developed and the crisis has continued.
What is also missing from the email is any advice about efforts made to avoid becoming the story. Putting details of such conversations onto an email is something that always has to be thought about carefully. He also doesn’t touch on the team to put in place to deal with the crisis and how to control communications, who is delivering the message.
Fundamentally though Blair’s advice is spot on and should be listened to.