Reactive communication responds to problems and challenges, as well as opportunities. It can be a defensive attempt to manage the narrative. In Australian public life, it can often be seen in how public figures (such as politicians) manage scandals, allegations and systemic failures. this kind of reactive messaging in sometimes called “spin” and individuals who excel in spin can be found in politics, commerce and the public sector.
It is why it has become unusual to hear a genuine public apology.
But does it work? Or is it the reason the public trust in politicians, public institutions and the corporate sector is at an all-time low?
We recommend a different approach for your endeavour.
Rather than being reactive, we recommend you are active in your communication. Regular updates that share what’s going on in your endeavour, that are transparent and candid can build a constructive connection to your community. There will still be problems and difficulties but they will come in a context of ongoing and positive communication. You will have will already trust with your community.
A learning institution approach it’s one that sees problems and complaints as an opportunity to improve and refine practice.