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October 07, 2011

PRSA Comments on Effective Crisis Communications in Harvard Business Review Op-Ed

Writing in the Harvard Business Review, PRSA Chair and CEO Rosanna M. Fiske, APR, offers practical guidance for business leaders on how they can effectively use strategic communications when faced with a crisis situation that requires an apology or explanation. Fiske says that "throwing half-hearted apologies at an issue will just exacerbate a festering problem — and people will view it as an obvious and empty attempt to quiet the masses."

She adds that when faced with a crisis, CEOs should "aim to clearly communicate the issue, and what is being done to rectify it."

Fiske advocates business executives contain their crisis messaging within three simple parameters:
  • Keep it simple.
  • Mean what you say, and say what you mean.
  • Reaffirm your company's core values and commitments.
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