Completely agree with this view from Jonathan Hemus.
Without education, training and coaching it is rare for business leaders to intuitively act in the most effective way when crisis strikes. More likely, the amygdala (the part of the brain associated with emotional processes) will light up, adrenaline will course through their bodies and the instinctive ‘fight, flight or freeze’ response will kick in. This is not a recipe for a well conceived, purposeful and ultimately successful crisis response.
Developing messages with impact is not that widely spoken about or covered in communications textbooks. But, says Liam FitzPatrick, if you start with the end in mind, it's not that challenging; as long as the outcome resonates with your audience.
This docuseries are the first-ever produced by a strategic communication agency and looks at how emotional engagement, new technologies, and the impact of COVID-19 are all affecting global communication. You can adapt subtitles to your own language via the YouTube channel of the series.