I’ll admit I am not that into watching true-crime TV. Maybe that’s because I spent decades reporting on some of the most horrific crimes known to man. But my daughter-in-law (she loves true crime TV) recently convinced me to watch the Netflix documentary chronicling the tragic murders of four University of Idaho students in Moscow, Idaho. It’s a heartbreaking, senseless story of murder, thoughtfully produced and a reminder of how quickly lives and communities can change forever.
While the documentary focuses on a horrific crime, I found myself watching it through a different lens—the lens of communication.
One person stood out to me more than anyone else: the police chief.
In today’s world, we often expect leaders to project absolute confidence, have every answer immediately, and never show uncertainty. But that’s not what happened here.
Instead, the chief communicated with honesty. He shared what investigators knew, but he was equally clear about what they didn’t know. He resisted the temptation to speculate simply because the public wanted answers. He acknowledged the fear that had gripped his community and, at times, allowed people to see that he wasn’t just the chief of police—he was also a fellow member of that community who felt the weight of the tragedy personally.
That’s leadership.
One of the biggest misconceptions in crisis communication is that vulnerability is a weakness. In reality, authentic vulnerability—paired with competence and transparency—builds trust. People don’t expect leaders to be emotionless. They expect them to be truthful.
The documentary also highlights another communication challenge that has become all too common: the speed at which misinformation spreads.
Before investigators had identified a suspect, social media was already filled with theories, accusations, and self-appointed experts convinced they had solved the case. Innocent people found themselves unfairly accused. Rumors spread faster than facts. Influencers and content creators chased clicks and engagement, often amplifying speculation that had little or no basis in reality.
Unfortunately, once a false narrative gains momentum, correcting it becomes incredibly difficult.
That’s an important reminder for every organization, public official, and business leader. In today’s digital environment, you don’t just manage your own message—you also have to navigate an ecosystem where others are creating messages about you, whether they’re accurate or not.
The answer isn’t to communicate more loudly.
It’s to communicate more consistently, more transparently, and more credibly.
Trust isn’t built during a crisis. It’s revealed during one.
The Moscow case is ultimately a story of unimaginable loss. But it also offers valuable lessons for anyone responsible for leading an organization, managing a crisis, or serving the public.
Facts matter.
Transparency matters.
Empathy matters.
And perhaps most importantly, credibility is earned one honest conversation at a time.
At Dubek Media Group, we often remind our clients that communication isn’t just about delivering information. It’s about building trust. Sometimes the most powerful message isn’t having all the answers—it’s having the courage to tell people what you know, what you don’t know, and what you’re doing next.
In an era of viral misinformation and instant opinions, that may be the most important leadership skill of all.
Rich Dubek is President of the Dubek Media Group in Tempe, Arizona. DMG specializes in crisis communications, media training, on-camera coaching, and video storytelling.