A Conversation with Georgia Edmonds
1. How do you handle a situation where the narrative in the market is already wrong but spreading fast? In a crisis, facts are often incomplete and it’s easy for misinformation to spread. When that begins to harm your reputation, it’s important to take control of the narrative and act decisively. The best way to do this is by sharing clear, consistent messaging on platforms you control such as your website, social media, press releases, pre-recorded videos, 1:1 calls with investors and if the situation calls for it, media interviews. Your network also becomes important at moments like this. Management teams who have built a strong network of supporters can leverage this to help support their narrative and counter misinformation.
2. In your experience, what separates companies that recover investor trust quickly from those that don’t? Recovering investor trust isn’t easy but companies that do it more quickly than other share a few key traits. Firstly, they have a track record of transparency and credibility. One mis-step doesn’t necessarily erase years of trust. Communicating openly and consistently and demonstrating empathy and accountability during a crisis can make a big difference. Secondly, management teams that have invested the time and built strong stakeholder relationships are always better positioned when it comes to recovering investor trust. Which is why ultimately, a proactive and thoughtful approach to communications, at all times is important.
3. How do you advise management teams who want to stay quiet vs. those who want to over-communicate? Striking the right balance is important. Before deciding on a communications approach, we always ask; what’s the goal? Are we trying to reassure stakeholders, correct misinformation or prevent escalation? We then plan accordingly. Sometimes saying less is best, especially if speaking out would escalate the situation unnecessarily. That doesn’t mean inaction and in the background it’s important to keep monitoring and preparing. On the other hand, we also don’t want to confuse or overwhelm stakeholders with information. The focus needs to be on providing timely, authentic updates that maintain credibility.
