How to avoid a PR disaster

摘要

PR expert Sue Wolstenholme explains how organisations should really communicate when something goes wrong Thousands of press releases are sent every day by businesses in the UK alone, but despite efforts to boost each brand, research carried out by Dr Dejan Vercic in 2000 showed that 'good news' stories have "little or no affect at all" on a company's reputation. On the other hand, when things go wrong, the entire reputation of the organisation is at stake. Many organisations feel misunderstood and under-appreciated; the problem lies with the fact that when good things happen, only a few people (usually those involved) take any notice, but when something goes wrong, the world and her dog pause on their way past to have a good look.