陷入危机的每个人都有各自的核心受众,即那些对你有杀伤力的人群。对于一位校长来说,核心受众是学生家长;于一位大学教练而言,它是受托管理委员会;于一家公司而言,它是股东和分析师。作者专门针对上市公司列举了一份10页的资讯稿,同时把它提炼为一份由3句话组成的致股东函,上面写道:“非常高兴地告知诸位,本公司已经彻彻底底地解决了此事。”消息刚一发布,公司股价就应声而涨。
3: Don't feed the fire
3:不要给传言加料
See rule number one. The truth will out eventually, so disclose everything fully and quickly. The authors write, "The longer it takes you to get to the bottom line, the longer you will be in crisis."
参见规则1。真相总有水落石出的一天,所以你应该迅速且完整地披露一切事实。作者写道,“你拖着不愿交底的时间越长,你陷入危机的时间就越长。”
4: Details matter
4: 细节至关重要
Move fast, but not too fast. Meg Whitman was caught off-guard for detailed questions about her voting record when she announced her bid for governor in 2009. "She was not ready for her close-up," the authors say. The result was a gut punch to the campaign. Get the small facts worked out before the big reveal or disclosure.
迅速行动,但不能太快。梅格•惠特曼2009年宣布竞选州长的时候,她被几个询问投票记录的细节问题搞得措手不及。“她还没有做好面对特写镜头的准备,”几位作者写道。她的竞选活动由此遭受重创。发布或披露重大消息前,最好先理顺一些看似微小的事实。
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2020-09-15
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