PROTECT AND PREVENT: Professional communication in crisis situations

"Honey, we need to talk," that's how most crises start in everyday life. Unexpected and brutally they break in. And then there must be someone who has to say something. Silence is not an option, especially when it comes to serious events. Colonel Michael Bauer is the press spokesman for the Austrian Ministry of Defense and responsible for crisis communication. At PROTECT and PREVENT, he will convey the essence of his experience in crisis communication. We already talked to him.

SPARTANAT: Colonel Bauer, you have been the long-time press spokesman for the Ministry of Defense. Which crisis has challenged you most in your role?

Bauer: The fog accident on the A22 in 2009. Due to smoke grenades (pictured: smoke grenades during an exercise) ignited by the Federal Army near a highway, an accident occurred. A woman was killed and several people were seriously injured. At that time, we were not adequately prepared for a crisis. We made a lot of mistakes; especially we were too slow. After that crisis, we completely changed our procedures. Subsequent crises were processed according to a clear structured plan, and we were successful; that was also the feedback from the media.

SPARTANAT: What would be, described in three points, the most important activities in crisis communication?

Bauer: Preparation for a crisis, clear procedures and responsibilities, and only one person speaking.

"When credibility is lost in a crisis, then the most important thing is lost. And you can't get it back."

SPARTANAT: Truth is a daughter of time, as an Austrian politician once said. How do you deal with the relationship between truth and embellished truth in crisis communication? Can it be necessary to lie?

Bauer: No. Never. You don't have to say everything and can justify that. But what you say must be correct. When credibility is lost in a crisis, then the most important thing is lost. And you can't get it back.

SPARTANAT: In your case, what is the relationship with the counterpart, usually journalists, who get information from you?

Bauer: An advantage is that you know each other. You know about each other and trust each other. Or not. But it's also good to know that.

SPARTANAT: You start with a special condition: Military matters are often negatively connoted in our time. Are you often subjected to prejudices? Do you see this trend continuing, or are we at a turning point?

Bauer: You have to use new channels. I notice it e.g. on Twitter. Here the knowledge and understanding of the Federal Army is very low. That's exactly why it's important to use these channels.

COLONEL MICHAEL BAUER is a graduate of the Theresian Military Academy, professional officer. Five years as a company commander of an armored reconnaissance company. From 1999 to 2003, press officer at the Command International Operations. Studied political science at the University of Vienna, lecturer at the Danube University Krems and at the FH Campus Wien. Since 2009, responsible for crisis communication and press spokesman for the Ministry of Defense.

ARMED FORCES on the internet: www.bundesheer.at

PROTECT AND PREVENT: Talks and training on defense in ultra-close range, dangers posed by spree killers, IEDs, personal protection in crowds provide exclusive learning opportunities tailored to current threat scenarios. PROTECT AND PREVENT offers the opportunity to individually train and deepen professional skills. During the three-day event, participants approved by us meet international trainers and speakers. The core of the event is the intelligent combination of practical, tactical, and theoretical units combined with first-hand knowledge transfer and professional exchange of experience.

HERE is the online registration for PROTECT AND PREVENT

HERE is the invitation to the event as a PDF: PP2018_Einladung_FIN

Everything about the event series: www.protect-and-prevent.at