公关危机中控制损失的10大军规

    #5: 挺胸抬头

    这条规则的代表人物是加文•纽森。这位陷入外遇丑闻的旧金山市市长对媒体说：“大家读到的一切报道都是真实的。”然后不失尊严地发表致歉声明，并且再也没有回应过此事。他披露了一切，抑制住了漫天飞舞的谣言，然后“极其克制地保持了沉默。”

    #6: 坦率地说出你知道什么，不知道什么，你打算采取什么措施解决问题。

    这条规则基本上是不言自明的。不要假装你什么都知道，听从专家的意见。所以，如果你是一家矿业公司的CEO，你的公司出现塌方事件，最好聘请地质学家出面解释，你自己不要在那里瞎猜结构力学的种种奥妙。

    #7: 以压倒性的力量予以回应

    几个行之有效的策略是：宣布组建一个委员会，启动内部调查，或者任命一位受人尊敬的专家，全面审查有问题的部门。同样重要的是，制定一个公司层面的应对策略，坚持下去。善于危机管理的公司往往会确保每一位面对公众的员工都能够自始至终地遵循统一的口径。

    #8: 先入先出

    尽量减少你在丑闻大戏中扮演的角色。假如你是一位被控使用类固醇的棒球运动员，先爽快地坦白，然后指责这项运动“松散的文化”，让公众知道你的丑闻背后还藏着更大的秘密。

    #9: 不要无视居心不良的指控

    2004年，一个名为“快艇老兵寻求真相”(Swiftboat Veterans for Truth)的组织质疑民主党总统候选人约翰•克里越战事迹的真实性。克里起初不愿回应这个明显带有政治目的的诽谤，直至这起事件对他的支持率造成了难以挽回的损害。通过这一案例，我们应该明白，迅速且有力地驳斥下流无耻的指控是多么重要。

    #10: 揭穿对手的险恶动机

    牢牢抓住对立一方有可能出现的任何失误或者前后矛盾的地方，削弱对方的信誉，改变事件的叙事走向。比如，指控你的人是否有政治动机？要让整个事情听起来就像是一个党派争斗的阴谋。

    这本多达257页的著作为我们提供了大量应对危机的策略，以上这些经过删节的建议当然只是其中的一小部分。如果你真打算聆听“大师”的真知灼见，你最好还是买上一本，细细品读一番。（财富中文网）

    译者：叶寒

    #5: Hold your head high

    The poster boy for this rule is Gavin Newsom who, facing reports of an affair, told the press, "everything you've read is true," gave a dignified apology, and didn't address it again. He revealed all, deflated speculation, and then "had the discipline to shut up."

    #6: Be straight about what you know, what you don't know, and what you are going to do to fix the problem

    This one is mostly self-explanatory. Instead of pretending to know it all, defer to experts. So, if you're a mining CEO and there's been a collapse, bring out the geologists rather than speculating on the mechanics yourself.

    #7: Respond with overwhelming force

    A few tried-and-true strategies: announce the formation of a commission, launch an internal review, or appoint a respected expert to overhaul the offending department. It's also important to have a company line and stick to it. Companies that are good at crisis management make sure every public-facing employee is relentlessly on-message.

    #8: First in, first out

    Minimize your role in the drama as much as possible. So, if you're a baseball player accused of steroid use, fess up, blame the sport's "loose culture," and make the story about something larger than yourself.

    #9: Don't get Swiftboated

    In 2004, John Kerry fell prey to the obviously politically motivated Swiftboat Veterans for Truth by refusing to dignify the smears with a response -- until the damage to his poll numbers was already done. It was a case study in the importance of refuting scurrilous accusations early and forcefully.

    #10: They dissemble, you destroy

    Seize on any errors or inconsistencies from the opposing side to undermine its credibility and change the narrative. For example, are your accusers politically motivated? Sounds like the whole thing might be a partisan plot.

    This abridged advice is, of course, just a fraction of the wisdom offered in this smart, 257-page book. If you really want to learn from the "Masters," you can find it here.