Page 133 - The Voice of Authority

Harvard Medical School runs a program in which stu-
dents shadow patients with long-term illnesses in order to
better identify with their future patients. Concern is not a
communication style easily learned.
In fact, according to many public relations directors,
one of their greatest challenges is getting CEOs to move
beyond logical explanations and address the emotional
concerns of people. Whether CEO or assistant to the sec-
retary, there’s tremendous power in the ability to engage
with people in a negative situation—rather than just re-
port changes or hear bad news.
I remember renting a car in Harrisburg, Pennsylvania,
one particular trip. It was a cold, dreary night, with bliz-
zardlike conditions. After trudging to my car and loading
my luggage, I discovered the car wouldn’t start. When I
turned on the ignition and the dashboard lit up, the gas
gauge showed half empty. Then as I tried to pull the seat
forward, a broken lever, along with a big glob of grease,
fell off into my hand.
Fuming, I got out of the car, dragged my two bags back
through the blowing snow, into the terminal. In a huff, I
walk up to the counter. The rep says, in the most troubled
tone, “Oh, no, what happened?”
I tell him.
“That’s terrible. I can’t believe we put you through that.
Here,” he reaches under the counter and hands me a bot-
tle of cleaner for my hand. “There’s the restroom; this
cleaner will take that grease off. I’ll have your new car ready
when you come out. That’s just inexcusable.”
I go to wash my hands and return.
He says, “I’ve paged the service department to bring an-
other car around to the front of the terminal.”
We wait. They don’t answer the page.
He tries paging them again. “This is ridiculous. I’m not

Are You Concerned and Connected? 121