To some, this may seem like nitpicking. But when it comes to crisis communications, every word counts, sometimes especially those that are extraneous.
Michigan’s Governor Rick Snyder, in the midst of a firestorm, has a lingering problem that’s common and likely correctable. Like many public speakers, he uses a word as a crutch when he’s asked a tough question and his brain needs to buy him a second to come up with an answer. But unlike some speakers who use “uhm,” “uh,” “you know” and the like, Snyder uses the word “again” to answer questions, even in situations when he isn’t repeating himself.
If he’s like most, somewhere along the way, he developed this habit to the point where, now, it happens almost involuntarily. But he’s in a crisis situation where every word he says is being listened to and processed by his audiences differently. By answering questions with “Again…” he can seem irritated, dismissive or fatigued.
Take a look at this interview with WDIV-TV’s investigative reporter Kevin Dietz, which aired in Prime Time in the Detroit market as part of a special report on the Flint Water Crisis. He answers multiple questions this way, as if he’s already answered these questions.
Those advising him probably feel like they have a full plate. But maybe in the car on the way to and from Flint (where he should be spending most of his time), they could work with him on losing his crutch.