4 crisis comms lessons from Anthony Fauci

Regardless of what side of the political aisle you might sit on, it’s difficult to deny that Dr. Anthony Fauci, known as the nation’s top infectious disease expert, is a proficient spokesperson during a crisis.

In fact, a July Morning Consult/Politico poll showed 62% of registered voters rated Dr. Fauci’s handling of the coronavirus crisis as “excellent” or “good.”

While Dr. Fauci has had the unenviable task of discussing the pandemic on TV for months, his public appearances have served as a crash course in crisis communications for marketers.

Regardless of the industry in which you work, as a brand marketer you’ll likely have to face more than one crisis in your career. How will you step up to the challenge? Here are four traits Dr. Fauci brings to the podium that every crisis spokesperson should learn:

Exude empathy. Perhaps the biggest mistake a spokesperson can make is to show little or no empathy for those affected by the crisis at hand. Throughout the pandemic, Dr. Fauci has shown great concern for human welfare.

President and CEO of Marriott International Arne Sorenson took this approach to heart when he shared an anguished message with associates informing them of the impact of COVID-19 on their hospitality business. Sorenson’s impassioned delivery was praised by many.