Issue link: http://www.wacmagazine.com/i/112086
7. Immediately correct wrong information or misinformation. When repeated, fiction becomes fact in the eyes of many. 8. Be proactive and aggressive���not passive and reactive���in telling your story. 9. When victims are involved, show compassion, sympathy and remorse. 10. Listen. Following these tips can provide a secure future for you and your business. Beyond navigating crises, however, you also should strive to avoid them. Once again, communication is paramount. The boTTom line At its core, losing money constitutes nothing less than a financial crisis. Many such crises start or get out of control because of a failure to communicate, poor customer service, or a lack of common courtesy. Several years ago, for example, a well-known fast food company found that rude employees in its restaurants were costing the company hundreds of millions of dollars annually. Universities and charities have lost major donors because a professor or staff member failed to return a phone call. The cases and examples go on. Communication is the cornerstone of customer service and ultimately impacts profits and the bottom line. Your employees must know what���s expected of them. As a leader, you���re responsible for holding them to the standards you set. Model those standards yourself at all times. Go beyond ���hello,��� ���thank you,��� ���please��� and ���you���re welcome.��� Develop a corporate culture that raises your communication and customer service to the next level. Set the bar higher than your competition. Remember that it���s less expensive to keep customers and clients than it is to find new ones. Excellent communication translates into profits and growth. Few people expect it and even fewer demand it, but great customer service can help businesses sell their products and services and build a loyal customer base regardless of price competition. Corporate leaders also should strive to avoid flawed communication and information overload. In today���s world of social media and never-ending news cycles, misinformation spreads faster than ever, often causing anxiety and stress. The proliferation of social media has created an environment where bad news runs rampant. Do your best to avoid media distractions while making sure to keep tabs on what���s being said about your company. If you hear something false said about you, counter with the correct information as quickly as possible. Respond to negative media coverage and tell the public your side of the story clearly and honestly. Keep track of your competition, as well. Know what they���re doing. Research everything you can that offers insights into their successes and shortcomings. When you know your competition���s next move before they make it you can avert the embarrassment that comes with being out of the loop, undesirable or, worse, obsolete. ��� By planning for the worst, you can communicate clearly and come through even the greatest challenges with a strong sense of personal and professional wellness.��� From The Top down Leadership starts at the top. The boss always sets the example. If you show up for work late every day, how can you demand any different from your employees? Empower your employees by showing them how it���s done. Return communications, including phone calls and emails, promptly. Listen to customers and employees. Front-line employees often understand certain aspects of a business better than top-level leadership. Make sure you give those employees an opportunity to explain the strengths and weaknesses they see. Provide employees feedback, as well. Monitor their performance and seek input from customers. Moreover, never pass on responsibility. President Harry Truman said it best when he said, ���The buck stops here.��� Make sure it stops with you, too. By leading with respect and through example, you can avoid crises and keep your company moving in the right direction. When a crisis does come your way, be prepared and communicate clearly and honestly. Your individual and corporate wellness depends on it. ���WAC member Rene A. Henry has had a diverse career and writes on a variety of subjects. He has authored eight books, including Communicating In A Crisis. Visit his website at renehenry.com. MARCH 2013 | Washington Athletic Club Magazine | 25