Written by Tito Lacle
I have always said and advised that when you have a press conference organizes, you have to make sure that you all answers ready and should be aware of the risks involved. A press conference opens the door to all kinds of situations that you can't always control. If you are not properly prepared, it can work against youand even harm the cause. This is exactly what happened Thursday morning.
In this case, they organized a press conference with the entire judicial chain, including the Minister of Justice, the Attorney General, the Chief of Police and the Director of the National Security Service. With that, created the expectation that there would be answers to a series of questions, as each department touches on a different aspect of the matter.
But as I have said before: make sure you have enough substance to speak and give answers, and don't come just to show "unity. Without real answers, the press conference loses its weight and may even counterproductive, which again more questions, anger and frustration evokes in the public.
You can think: "No matter what you do, it's never good." If you nothing says, then are you hiding something. If you does say something, then it never enough. I understand that dilemma. That's the risk you take. But the difference is in the speed and effectiveness with which you facing the community. The sooner you inform the audience, the more serious you make the situation seem and the more you show that you are have full attention to the problem.
No one expects you to have all the answers right away. But four days of waiting with a press conference, and then arrive with a large group of high-ranking officials to then no new information to give, creates another problem: "Did we wait so long because now you do have information? But now it turns out you don't actually have anything new to report."
Thursday morning exactly that happened. The "justice chain" press conference was mostly perceived as an attempt to appease the community in the run-up to the carnival. But the problem is that, after the tragic incident in which a young man killed by police bullets, the community itself Feeling unsafe, angry and powerless. Many people Have lost confidence in the police and do not feel protected.
These are all logical feelings, and it is understandable that there are many questions are. Whether the agents involved acted correctly within the scope of their functions or not, must be determined by an independent investigation.
But as for the press conference itself: if there are are many questions and no answers, and you still hold a press conference with so many high-ranking officials, then you create the expectation of concrete answers.
Could this have been done differently?
After yesterday's press conference, one might have wondered:
- Why wasn't this press conference held one day after the incident?
- Why did we have to wait four days?
- Why did you only come forward now?
If the answers do not change, no matter when you give them, then reinforced four days of waiting only the distrust. Why was there a delay? What was happening during that time? In the meantime, spread rumors and speculationitself at lightning speed.
And this is not a matter of lack of experience, because the officials who gave the press conference have ample experience in their field and in how to handle information. All the press conference has now accomplished is more confusion and anger.
A clear message is missing
If the intention was to bring calm to the community because of the carnival period, but you know that this is not what people want to hear, then the press conference loses its purpose and effectiveness.
If you no new information have, but want to convey a message of peace and order, Then issue a joint written statement. Then the message is clear and you achieve the same effect.
A defensive and threatening tone is counterproductive
Another point that stood out was the very defensive attitude of all agencies, right down to the threatening language: "We will act against anyone who has ill intent toward the police."
These kinds of statements backfire. Let me explain why.
It makes sense for the police to does not tolerate threats. Never. Not now, and not later. And it also makes sense for anyone with common sense to understand that not all agents are the same.
But if you have this so explicitly emphasized, then that arouses the impression that you feel attacked and need to defend yourself. That works non-soothing, but provocative. Everyone knows that the police always act against threats. That is their job. In Dutch we say: "Don't ask for the obvious." Or in other words: Don't say anything that goes without saying.
It was precisely in this situation that the been better to convey only a message of sympathy:
- To the victim's family.
- Possibly to the agents involved.
It could have stopped there.
But going beyond that, with threatening language and a defensive posture, makes the message arrogant and aloof, and it actually backfires on people's emotions.
💡 To a smart listener, you need few words.
