Let us talk about your most valued asset for a minute.
Am I talking about your leadership? They are crucial to the success of your organization. Or how about your staff? We need a great team who can work together toward common goals without worrying about who gets the credit. The ministry or service you provide? Yes, that must be it: your mission, your purpose, this is the greatest asset.
All of the aforementioned are important. But not as crucial as the number one asset of your organization. The number one asset of your organization is (drumroll please) . . . trust.
Really? Yes. Most definitely yes. Trust is your greatest asset, and for the sake of this blog, most in danger when your organization faces a crisis of any kind.
Trust is developed decision by decision, action by action. It is cultivated carefully, even tenderly I would say. As we consistently do what we say we are going to do, fulfill our responsibilities, and embody the principles we say are important to us, others will come to trust us.
Trust is hard to come by. The people you serve, your donors, and your staff have entrusted themselves to your organization. This trust is a sacred stewardship. As Paul writes to the Corinthians, “Now it is required that those who have been given a trust must prove faithful” (1 Corinthians 4:2).
Will we be proven faithful in the midst of the crisis? The answer to this question will affect whether we hold onto or regain the trust of those whose opinions we value the most.
There are people who may run you down, but we are not concerned about those folks in a crisis, at least not initially. If we act quickly, compassionately, and communicate our socks off, we have nothing to be concerned about from detractors.
As I thought about this topic, I was reminded of a lesson that a friend of mine gave me about skiing. I have not been skiing since he taught me this lesson, but regardless, the lesson stuck!
My buddy told me that day on the slopes that the most important part of skiing is learning how to get back up. Failure is a given.
Crisis is a given too. And it represents failure at some level, whether you or your organization are responsible or not. And while my ego was most in danger on that day when I fell again and again, in a crisis, it is the trust that others have in you that is on the line.
That is why knowing what to do in a crisis is so important. You must respond quickly if you want to maintain trust. Perhaps someone else knocked you into the snow. It does not matter.
If you are not sure how to prepare, seek out professionals. Infinity Concepts, a brand communications agency in Pittsburgh, Pennsylvania, comes to mind.
Make the crisis your first priority. Tell as much as you can, as soon as you can, and as often as you can. Commit to making the situation better, regardless of your role. Put the needs of others ahead of your own. Protect and provide for victims.
As you live out this response, trust will never be in danger. And the amazing work you do will never be at risk either.
Let Infinity Concepts help you maintain the trust of staff, supporters, and friends on the slippery slopes of your next crisis. CLICK HERE or Call Us Today at 724-733-1200.
- Your Most Valuable Asset - May 9, 2025
- PR: Word-of-Mouth on Steroids - February 21, 2025
- Lost in Translation: Getting a Reporter’s Attention - November 29, 2024
