Written by Michael Szudarek

In the high-pressure arena of crisis communications, the standard advice is to control the narrative, stick to your talking points, and limit exposure to dissenting voices. But what if I told you that one of the most powerful strategies you can use is actually the opposite? Enter: steelmanning.

For those unfamiliar, steelmanning is the practice of articulating your opponent’s argument in its strongest, most reasonable form—even better than they might themselves. It’s the intellectual opposite of strawmanning, where you oversimplify or distort a viewpoint to make it easier to dismiss.

In crisis communications, this mental exercise can feel counterintuitive. After all, when reputations are on the line, emotions run high and the reactive feeling is to defend, deny, or deflect. But taking a moment to truly understand—and accurately represent—what your critics are saying can yield strategic advantages you might not expect.

It builds empathy—and with it, credibility

Empathy doesn’t mean agreeing with your detractors. It means demonstrating that you hear them, understand the concerns behind their criticisms, and are engaging in good faith. When audiences see you taking the time to acknowledge the reality or genuine concern in someone else’s point of view, it humanizes your organization and builds trust—especially with the skeptical middle ground of opinion.

It sharpens your own messaging

By steelmanning a criticism, you get a clearer view of the strongest version of the opposing argument. This forces you to pressure-test your own position. If your response can withstand the best version of the critique, not just a caricature of it, then you’re working with a resilient strategy. It also exposes blind spots you may have otherwise missed.

It defuses the “us vs. them” mentality

In many crises, the narrative quickly turns binary: good vs. bad; right vs. wrong; victim vs. villain. This polarization is where reputational damage can snowball. By thoughtfully engaging with criticism, you de-escalate tension and create room for dialogue—not just damage control.

It models leadership under pressure

When an executive or spokesperson confidently articulates a criticism and responds thoughtfully rather than being on the defensive, it sends a strong signal: this is a leader in control, not someone reacting out of fear or fragility. This a posture that employees, customers, partners—and yes, even the media—respect.

A Practical Example

Let’s say a company is under fire for environmental concerns related to a new development project. A typical reaction might be to point out regulatory compliance or job creation. But a steelmanned approach might sound like:

“We recognize that this development has raised important questions about potential environmental impacts and the long-term well-being of our community. These are valid concerns—and ones we share. Here’s how we’re working to address and reduce those risks…”

You’ve now shifted from being on the defensive to engaging the “opposition.”

Final Thought

Crisis communications isn’t about winning arguments—it’s about earning trust. Steelmanning doesn’t mean caving in to critics. It means acknowledging complexity, showing respect, and leaning into transparency. That’s not weakness. That’s strategy.

And in a world where everyone’s shouting past each other, being the voice that listens—really listens—might just be your most powerful move.