Learning from Illinois, How Not to Respond to a Delicate Question

As a communications professional, I have been a student and a practitioner of crisis management for many years. There are good examples of how to handle a crisis, David Letterman’s quick and complete disclosure of his infidelity and the scandal surrounding it. There are the bad, Tiger Woods (need I say more?). Preparing for a crisis and directing a communication strategy in times of trouble can be trying, but the rules are easy to understand. Mainly, your response should not make the situation worse. Scott Lee Cohen, the Democrat candidate for Illinois Lieutenant Governor, and his campaign have yet to grasp this concept.

In a statement that goes from bad to creepy, Cohen released to the media and posted to his website the following:

“I have no intention of stepping down or stepping aside. When the facts come to light, after my ex-wife and ex-girlfriend speak, the people of Illinois can decide, and I will listen to them directly. I am asking my ex-wife and ex-girlfriend to come forward and to talk with the media. There are questions, and I will provide all answers honestly and openly. I only ask for time to do the interviews. 2005 was a difficult time in my life. I was going through a divorce, and I started running with a fast group. I was in a tumultuous relationship with the woman I was dating. We had a fight, but I never touched her. She called the police, however, she never came to court, and the charges were dismissed. I realized this relationship was not healthy, I ended it, and we parted amicably.”

OK, while I would have worded it differently, I will forgive him the first sentence. He wants to show his resolve. However, like Nick Nolte descending a mountain highway following an all night bender the statement careens downhill after that.

Rule #1 in crisis communication is that you present the facts before others can spin them to their favor. Cohen chooses a different route. He tells us the facts will be revealed later by two others, his ex-wife and his ex-girlfriend. Granted, there are less desirable people to whom a politician may want to refer to in a statement (his drug dealer and his bookie come to mind), but making his ex’s character witnesses is a bit unusual.

Rule #2, time is of the essence. Cohen acknowledges there are questions and says he is willing to respond to them, but he wants time to do the interviews. What is he waiting for? Does he need to get his hair done? Your future hangs in the balance. Clear the schedule and address the crisis immediately.

Rule #3, define the situation and address it head-on. Cohen says that 2005 was a difficult time for him. He was going through a divorce. Most can understand this. Plus, this isn’t 1958. The electorate is more forgiving of divorced candidates than they once were. But, Cohen steps on the throttle on his runaway car by saying he ran with a “fast group.” Wait. What? Who are you, Paris Hilton? Voters usually shy away from recent heavy partiers. Further, Cohen was ending his “tumultuous relationship” with the girlfriend while simultaneously getting a divorce. I am not sure this is the type of multi-tasking the electorate is seeking from elected officials. You don’t dispel the arrest crisis by opening up a whole new set of questions about your wild days way back in 2005.

Rule #4, saying your accuser failed to show for a court appearance is different than proclaiming your innocence.

Rule #5, Cohen calls on the ex-wife and the ex-girlfriend to step forward and answer the public’s questions. An odd move, since he is the one seeking votes. If he is looking for supportive comments, it may not have helped to portray the relationship with the girlfriend from the fast crowd as unhealthy. It is hard to make the leap from tumultuous and unhealthy to honest and reputable. It may be just me, but Cohen seems to have painted a fairly unfavorable picture of a woman he is hoping will help exonerate him.

I am told Illinois politics are different, so maybe Cohen will weather this storm. For other politicians who may have to explain a domestic dispute arrest with a girlfriend while going through a divorce, I would suggest you use the Cohen approach as a what not to do guide.

This entry was first published as a Des Moines Register blog entry.