When Things Go Wrong… Your Communication Matters More Than Ever
This week in my health inspector communication course at Concordia University in Edmonton, we tackled a topic that most professionals hope they never have to deal with… Media interviews during a crisis. A restaurant shuts down. A contamination alert goes public. A boil water advisory hits the news. And suddenly… you're not just doing your job anymore. You're the voice people are listening to.
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⚠️ The Problem Most People Don't Realize
Most professionals think:
"If I just explain the facts clearly, people will understand."
That's not how it works.
In a crisis:
→ People are emotional
→ Media is fast
→ Messages get shortened, twisted, or misunderstood
If your message isn't clear, simple, and intentional, it gets lost.
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🎤 What We Practiced This Week
I gave my students a simple framework they can use immediately in real-life interviews.
1. Anticipate the journalist's questions
Journalists will always ask: Who, What, Where, When, Why, How.
If you're not prepared for these — you're already behind.
2. Stay grounded in 3 key messages
No matter what question you're asked, bridge back to:
• What happened
• What caused it
• What it means for the public
This keeps you from rambling — and keeps the public informed.
3. Never "wing it"
One of the biggest mistakes?
"I'll just answer naturally."
No.
In a crisis, you don't rise to the moment; you fall to your level of preparation.
✔ Write it out ✔ Practice it ✔ Refine your wording
4. Nonverbal communication can help — or hurt you
Most people focus on what they say.
But the audience is watching:
• Your eye contact • Your posture • Your tone • Your facial expressions
You can say "everything is under control"…
…but if your body says panic, people believe your body.
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👀 The 8 Signals You're Sending (Without Realizing It)
Even without speaking, you're communicating through:
• Facial expressions
• Gestures
• Tone of voice
• Body language • Eye contact
• Distance
• Touch
• Appearance
Translation: You are always communicating.
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💡 The Real Lesson (For Business Owners Too)
This isn't just for health inspectors.
This is for business owners, leaders, and anyone representing a brand.
Because here's the truth:
You don't get to choose when a crisis moment happens…
But you do get to choose how prepared you are.
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🔥 Bottom Line
When pressure hits:
• Clarity beats complexity • Preparation beats improvisation • Presence beats perfection
The people who communicate well don't just manage the situation…
They build trust while doing it.
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Most people focus on what to do in their role.
Very few focus on how to communicate when it matters most.
That's the difference between being heard — and being trusted.
If you had to speak to the media tomorrow… Would your message be clear, calm, and credible?
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Talk soon!
Penny
PS: Drop by our weekly Think Bigger Friday group coaching & global networking – 7 AM MT/SK (Online). This week, we have Tim Matthews, the CEO partner!
