Associate Professor in Emerson College and one of
the foremost American experts in crisis communication Dr. Gregory Payne shared
his experience in crisis communication in his conversation with the official
Spokesman of the Central Communications Service of Kazakhstan Altay
Speaking of the three most important aspects in covering crisis situations, Dr. Payne said that one of the most important aspects is credibility.
“A part of the credibility aspect is trustworthy expertise. It is crucial to make sure that you are a trustworthy entity in terms of the public that you are going to be communicating with. The other part which is the most crucial and oftentimes not evident is to be proactive. Don’t let somebody else tell your story, you need to tell your story and that means being that proactive and out-front,” Dr. G.Payne said.
Another important aspect, according to Dr. Payne, is to have collaboration between social media and traditional media. “If you do that you will find a very trusting public that listens to you, because in any type of a crisis, which is an abrupt change in the status quo, what people are looking for is somebody to tell us what has happened, who is affected and how we are going to move beyond this,” Dr. Gregory Payne noted.
Speaking about journalists’ ethical behavior, the expert said that in any unexpected crisis there will always be journalists who are shocked as long as they are human beings too. According to him, the best way to prevent panic is to make journalists a part of the collaborative effort of the government and media.
Dr. Gregory Payne is a foremost American expert in political communication, public diplomacy, crisis communication. He is the past president of the International Academy of Business Disciplines, past Chair of the NCA Political Communication Division, and former Chair of the Communication Studies Department at Emerson College.