The One-Hour Trust Test: Assessing Credibility in Crisis PR
Whether it’s over a coffee, a glass of wine, or a Zoom call—whatever the potential client is comfortable with—one of the trickiest parts of my job in Crisis PR is making quick decisions about trust. Imagine sitting down with a potential client, whether in person or via Zoom, and having just an hour to determine whether their story holds up. The stakes are incredibly high, and in that moment, it’s about balancing instinct with a deep understanding of human behaviour and the potential consequences of my decisions.
The Challenge of Trust Assessment
Trust is an essential component of effective crisis management. In just one hour, I must evaluate a client’s credibility, assess the validity of their claims, and consider the narratives of any alleged victims involved. This task is far from straightforward and often comes with significant moral and ethical considerations that weigh heavily on my conscience.
Key Considerations in Trust Assessment:
First Impressions: While we all know first impressions matter, the challenge lies in discerning authenticity in such a short time frame. Is that emotional appeal genuine, or is it a carefully rehearsed performance? I must be acutely aware of non-verbal cues and subtleties in communication that could indicate deception or truthfulness.
Balancing Listening and Skepticism: It’s vital to listen carefully, but it’s equally important to remain sceptical. Gathering evidence and understanding the nuances of each story is critical for making informed decisions. For instance, if a male client has been accused of sexual assault, I find myself facing a unique challenge. As a woman, I feel an added pressure to ensure I am helping the right side. It’s essential to consider the possibility of false accusations while also recognising the gravity of the situation.
Client's Emotional State: Often, clients are incredibly stressed during our discussions. They might cry or share their mental health struggles, which can be overwhelming. I find myself in a position where I need to be comforting while simultaneously assessing their credibility. It's a delicate balance of providing support and maintaining a critical eye—wondering, "Do I truly believe them?"
Ignoring the Noise: During the scandal, I must ignore the noise in my mind regarding what others might think of my choice to work with certain clients. People would have likely judged me at that time, but because I did my job effectively and their innocence was proven, they no longer view me through that lens. I've been in many situations where my friends have unknowingly discussed their disgust towards one of my current clients, while I stay quiet, knowing that the screenshots they reference are fake and will be proven as such in the next week. This shift highlights how arbitrary and silly cancel culture can be. I also have to navigate the awkwardness of NDAs and maintaining privacy, which can be uncomfortable in social situations.
Thinking Logically, Not Emotionally: One of the most difficult parts of this job is separating emotion from logic. When faced with emotionally charged situations, it’s natural to feel conflicted. However, in these moments, I have to rely on logic, evidence, and clear thinking to ensure I’m making the right decisions. My emotional reactions need to take a backseat to the facts in front of me.
Being Forgiving and Realistic: I’m also mindful that people make mistakes. I don’t hold anyone to the impossible standard of perfection, I’m far from perfect. I accept that, in the heat of the moment, people mess up. That doesn’t mean they deserve to be cancelled or vilified. Part of my role is to help those who genuinely want to make amends, as long as they are honest about their mistakes.
Ethical Dilemmas: The moral complexities I navigate in these situations can be overwhelming. I need to ascertain whether the client, whether the victim or the accused, is telling the truth. This involves weighing the potential for harm against the need for accountability. The implications of my decisions are profound; the wrong judgement could lead to significant reputational damage for the innocent or a lack of support for the victim. The responsibility to advocate for the right party is immense.
Reading Between the Lines: Often, the most telling information lies beneath the surface. Understanding the psychology of communication helps in identifying inconsistencies or red flags. I find myself mentally constructing or writing out the timeline of their story to ensure all the details add up. My mind is working a mile a minute during these calls, processing information and evaluating the narrative presented. Are there gaps in the narrative? Does it align with the evidence presented? This critical analysis is essential in determining credibility and making informed decisions that can have far-reaching consequences.
Trusting My Gut Instinct: In this fast-paced environment, I have to trust my gut instinct constantly. There are moments when intuition guides me more effectively than any amount of data or analysis. This instinct becomes an invaluable tool, helping me navigate complex emotional landscapes and make decisions that align with my ethical standards.
Navigating My Moral Compass: I must also consider whether a client’s situation messes with my own moral compass. I’m not shy about working with controversial people, as I find them the most interesting—provided their actions don’t cross my moral boundaries. I hold the belief that differing opinions can lead to rich conversations, and I strive to remain as unjudgmental as possible. However, I need to ensure that my involvement aligns with my own principles.
The Weight of Responsibility
This process is not just about assessing stories; it’s about understanding the weight of the decisions made in that short timeframe. Trust is a two-way street, and establishing it is paramount for effective crisis management. The stakes are high, and clients often turn to me in their most vulnerable moments, seeking guidance and support.
In just one hour, I must determine if I can believe someone’s narrative—a task that can feel almost surreal given the potential repercussions. It’s a role that places significant responsibility on my shoulders, as I strive to navigate the intricate dynamics of human relationships while protecting my clients' reputations.
In the world of crisis PR, establishing trust quickly is both an art and a science. It requires keen intuition, experience, and a willingness to navigate uncertainty. As I strive to find the truth in each story, I also bear the responsibility of guiding clients through tumultuous times. The trust established during these initial meetings can set the tone for the entire crisis management process, and it is essential to navigate these interactions with the utmost care.
The gravity of this role, the decisions I make, and the lives I impact during that one hour weigh heavily on me, reminding me that crisis PR is not just about managing narratives—it’s about understanding the human element and the profound responsibilities that come with it.