December 22, 2022
Forbes recently published an article where Senior Lecturer of Management and Organizations, Moshe Cohen discusses Ukraine’s President Volodymyr Zelensky’s recent speech to a joint session of Congress in which several lessons can be learned for corporate executives on crisis communication.
In response to Zelensky’s remarks, Cohen and other communication and leadership experts noted the critical actions business leaders should take in the face of a business crisis. In addition to the many lessons observed from the experts, Cohen highlighted the importance of delivering a message in person, especially during times of crisis. “While he could have delivered the same message electronically or by video, his choice to come to Washington demonstrated commitment, created connection, and increased alignment to his cause. During a crisis, people can feel anxious or lost, and the leader’s physical presence provides them with direction, stability, and hope,” Cohen said. He also emphasized the importance of knowing your audience, explaining that, “just as Zelensky’s references to our shared values, narratives, and history as well as his use of powerful imagery, made his words resonate with us, business leaders can use their organizations’ core values and mission to reassure their people and guide them through crises.”
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