The whole category in one page.
REPUTATION IS WHAT PEOPLE SAY WHEN YOU ARE NOT PRESENT, AND IT IS DETERMINED MOSTLY BY WHAT YOU DO
No amount of communication repairs a business that behaves badly. Fix the substance before the message.
TELL STAFF BEFORE EXTERNAL AUDIENCES, BECAUSE THEY ARE ASKED CONSTANTLY AND ANSWER WITH WHATEVER THEY BELIEVE
Learning about their employer from outside damages trust immediately.
JOURNALISTS NEED A STORY THEIR AUDIENCE CARES ABOUT, FACTS THEY CAN VERIFY, AND IT BEFORE THE DEADLINE
Most business announcements are not news. Offering informed comment on developing stories is the most accessible route to coverage, and few businesses offer themselves.
PUT THE WHOLE STORY IN THE FIRST PARAGRAPH, BECAUSE EDITORS CUT FROM THE BOTTOM
Quotations claiming delight and excitement are removed every time, since they add nothing.
DURING A CRISIS, ADDRESS THE HARM FIRST AND SAY EARLY THAT YOU ARE ESTABLISHING WHAT HAPPENED
Silence is read as concealment, but statements contradicted later are worse than a delayed statement. People affected should never learn from the news.
WHEN CRITICISM IS FAIR, ACKNOWLEDGE IT AND SAY WHAT YOU ARE CHANGING — IT IS THE ONLY RESPONSE THAT ENDS ANYTHING
NEVER ASSUME ANYTHING IS OFF THE RECORD, AND NEVER MAKE LEGAL THREATS AS A FIRST RESPONSE
RESPOND TO NEGATIVE REVIEWS WITHOUT DISCLOSING ANYTHING ABOUT THE CUSTOMER, BECAUSE FUTURE CUSTOMERS READ THE RESPONSE MORE CLOSELY THAN THE COMPLAINT
AND NEVER FIX THE COMMUNICATION INSTEAD OF THE PROBLEM, BECAUSE THE UNDERLYING ISSUE PRODUCES THE NEXT STORY
