Brian Williams’s career, like most journalists of note, was largely built on catching perpetrators and fakers by spotting those who failed to observe or purposely avoided heeding these axioms.
Silence from the beginning of adversity automatically earns the label perpetrator.
The greatest threat to reputation and trust is perpetrator silence.
Gaps in communication, whenever they occur, can never be credibly explained.
Can’t blame the lawyers, the perpetrator is in charge of their own integrity.
Can’t blame the bosses, the perpetrator is in charge of their own sense of honesty.
Can’t blame the media this kind of behavior is what they thrive on.
Can’t blame the bloggers, bloviators, and backbench quarterbacks, it’s the perpetrators destiny.
If the perpetrator fails to manage their own destiny, someone is waiting on a digital platform somewhere, or the evening news to do it for them.
The perfect response arriving late and unannounced is the most damaging of all . . . Because of the predictable questions that automatically arise:
Even the perfect response, arriving late, by surprise, where the communications are mumbled, bumbled and bungled will always be described and remembered as a mumbled, bumbled and bungled response.
All of the usual excuses for remaining silent just confirm perpetrator status.
Perpetrator Excuses for Silence
No one really cares about what happens to perpetrators, especially those who are truly self-inflicted. They will be fun to poke at, though.
Silence is the most reputationally toxic communication strategy you can choose
Ignoring these axioms leads to oblivion (just where Mr. Williams is headed).
James E. Lukaszewski, ABC, Fellow IABC; APR, Fellow PRSA, BEPS Emeritus
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