Chapter 30 Public Relations

"perception management", rumor control.
Perception or misperception can ruin a company.
what, when, how much info should be made available.
correct spin, cast in appropriate light.

5 "rights":

Right people:
PR pros only

Right time:
best when incident is over.
only if absolutely necessary.
avoid lies to media
avoid aiding attacker

Right message:
clear so no misconception.
complete story with right level of detail to satisfy recipient.
correct spin so company in positive, competent light.

Right forum:
press release
press conference

Right attitude