Why you should almost always think asymmetrically!

av Tillasgården, Jörg Moberg | nov 25, 2024 | Mixed pickles

What is your first reflex when a negative article about your company, your club or yourself appears? What is your first reaction when you see a negative post on social media?

Often, and actually too often, people react ”symmetrically”: they want to respond to a negative article in the press with their own press release, an advert or a clarifying discussion with the journalist. And in the case of a negative post, you would like to write your own post to correct false statements. This symmetrical thinking is understandable and comprehensible. But sometimes an asymmetrical response is the better option. Why asymmetrical?

Acting asymmetrically helps to focus on the really important target groups of a company or association – and not to put your own company or yourself at the centre. The question ”Who is most important for my company?” will often end up with customers, employees and important partners, and not with the person who spread the message. If you follow this approach, it is logical that you should focus on your most important groups first. And that means communicating in an understandable, empathetic and explanatory way. And above all, immediately. You can’t always explain or correct every issue immediately, but you can immediately show understanding for a situation and explain what the next steps are. What happens if, as a customer of a company that has been criticised in the media, you receive a message with the following content: ”We have taken note of the negative reporting and are working on this issue. You can find all the necessary information here (e.g. on our own website). We regret the unpleasant situation. If you have any questions, please contact us/me here (phone/mail).” In the vast majority of cases, a quick response has not only de-dramatised the situation, but has also won over positive ambassadors. This is extremely important for your own employees or, in an association, for your own members.

Only when you have helped your own most important target groups can you think symmetrically again and turn to the media with a response. Of course, this is slightly different in social media, but the principle is the same: First inform your own important partners (employees, members, etc.) before you comment on social media.

In order to be able to react in such an asymmetrical way, you need to have done your homework: A database with all the important information to be able to address all relevant groups quickly. Anyone who starts looking for addresses when there is already a fire has lost the battle early on. And as with all good fire brigades: practice helps!

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I work as a freelance communications consultant in Leksand in Dalarna, Sweden. With thirty years of experience as a communications manager in Sweden, Germany, England and Luxembourg, I know how important it is to work pragmatically. Communication is a craft – and only sometimes an art. Crises have no opening hours and don’t just work Monday to Friday from 8am to 5pm. If you need help: 0046 70 735 1911 or kommunikation@tillasgarden.se. I promise fair billing and don’t need long-term contracts. I’m there when you need me!