The Same Logic Applies To Crisis Communications And Tennis Net Play
During the French Open in Roland Garros, it seems timely to compare perception and tennis.
On the court, when you go to the net, you often need to be quick with your legs and slow with your arm. If your arm speed is aligned with that of your legs, you will not hit the ball with the control required in this high-precision area.
The same logic applies to crisis communication.
What is at stake in this case is not speed but message consistency during three stages of communication: Before, during and after a crisis. If the messages of the organization or person at the center of the crisis are too inconsistent during these three stages, its public expression will be inapprehensible.