Why the Positive Response to Oprah’s Response? Puff Job or Proper?
Did Oprah get off too lightly? Did her vast popularity as a talk-show host overshadow wrong-doing in the recent sexual abuse scandal in her Oprah Winfrey Leadership Academy for Girls?
I think not. Oprah deserves all the kudos received so far in handling the communication about the situation. If she’d taken any missteps, you can bet your TV the media would have been on her trail relentlessly, just like they always are—dogging her for admission of personal guilt. Instead, they are pretty much exonerating her and leaving her alone to handle the situation—as she seems to be doing very capably.
CEOs and other celebrities caught up in a crisis, take note.
How did she accomplish this feat with kudos rather than scars? By applying these four key principles of effective personal and organizational communication: It’s the same 4Cs you’ve read previously:
—Be Correct: She told the truth—straight, unvarnished, without spin. Although she didn’t do the hiring personally, she did not hide behind the all-too-familiar “I was not aware that blah, blah, blah….” She admitted that the screening process was inadequate, the background checks were insufficient, and “the buck always stops with me.” Speaking to the parents, she accepted responsibility as well: “I’ve disappointed you. I’m so sorry. I’m so sorry.”
—Be Complete: She gave all the appropriate details in her press conference—her personal reaction when told of the news: “I spent about a half hour crying, moving from room to room in my house…. It was “one of the most devastating experiences of my life.” She talked of other complaints the academy had received. She mentioned systems that didn’t work well or that hadn’t been put in place at all. She detailed the actions they’d taken to “clean house.” She reiterated conversations she’d had with parents at the school.
—Be Current: That is, be responsive in a crisis. Don’t hide. She took action to solve the problem. Within half an hour of learning of the situation, she said, she was making calls to correct the problem. Although she did not go public about the behind-the-scenes action because investigators had asked her to remain quiet until they made the arrests, she nevertheless made several trips to South Africa to speak to parents and the students.
—Be Concerned: Her words, her tone, and her actions have demonstrated a deep concern over the situation. Sending cell phones with her personal phone number, email, and home address to 152 girls? Anybody doubt sincerity here? I’ve visited South Africa myself—they’re a friendly, talkative culture.
Samuel, the chief executive at the Academy, has been quoted in the media as having stated that there was a sense of relief at the school and things were beginning to return to normal. Ditto for Oprah. My prediction: She will be unscathed by this scandal—not because the matter is not a serious one and not because the world won’t hear of it, but because Oprah communicates with candor, compassion, and credibility.
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