How to be functionally fluent during a crisis?

Purpose: This paper aims to provide leaders with language that can support them during crisis communication using the functional fluency model with positive 30 word descriptors or adjectives to improve their effectiveness with the right words. Design/methodology/approach: The functional fluency model has nine modes of communication. Five of them aid in effective communication, while four bring about ineffective communication. Each of the modes have six word descriptors or adjectives to best describe a specific mode. Hence, out of total 54 adjectives, 30 are associated with positive ways of communication. Based on these 30 word descriptors, indicative sentences are framed for positive communication. Findings: Leaders can effectively use word descriptors from the “fabulous five” modes of structuring, nurturing, accounting, cooperative and spontaneous to word their responses. Moreover, they can be mindful of the word descriptors related to the negative modes. Research limitations/implications: The sentences framed against the word descriptors/adjectives are indicative. However, versions can be framed suited to a particular situation. Practical implications: The word descriptors of the functional fluency model supports practitioners of crisis communication and leaders to be functionally fluent in a crisis. Originality/value: Effective communication can be a struggle during a crisis. It is here that the functional fluency model with its 30 adjectives associated with positive modes can help leaders with appropriate expressions.