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never mind who \u2013 why?<\/strong><\/p>\n by bruce marcus<\/i> editor\u2019s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert\u2019s evergreen work, which retains wisdom for the present.<\/i><\/p>\n ok, somebody talked to the press, and leaked information that shouldn\u2019t have been leaked. that\u2019s three problems, not one.<\/p>\n primary, of course, is how do we control the damage caused by the leak?<\/p>\n more: <\/b>creating the perfect ad<\/a> | ten keys to crafting ads<\/a> | four things to know about social media<\/a> | internal communications are underrated<\/a> | four things better than a company song<\/a> | let\u2019s lose the word \u2018image\u2019<\/a> | the risk in not understanding risk<\/a> | what your marketing program can and can\u2019t do<\/a> | nine reasons that prospects say yes<\/a> | how marketing evolved to 3.0<\/a> then we worry about who did it. the mechanics of preventing leaks can be tricky, and that\u2019s the third problem. if they\u2019re mishandled, they can cause more damage to the firm than the leaks do.<\/p>\n leak prevention, on the face of it, can be pretty obvious. for example \u2026<\/p>\n why people leak inside information<\/strong><\/p>\n it may be more important to find out why the information leaked. except to punish the individual \u2013 which may not always be warranted \u2013 the leak is really a symptom. people leak information for several reasons \u2026<\/p>\n it\u2019s this array of reasons for leaking that comprise the dangerous symptoms.<\/p>\n why should there be a ground for malice in a firm? is the management group aware of it? what\u2019s the cause of it? what must be done to eliminate it \u2013 or to eliminate the individual?<\/p>\n the self-important individual is usually easy to recognize. that individual should be identified, and kept from sensitive information, when possible.<\/p>\n politics is almost impossible to deal with in a firm, particularly a large one. the only solution is absolutely wise management. ok, as napoleon said, then give me lucky generals. but this kind of situation is a clue to a serious crisis in management. a poorly managed firm, one in which the callousness to the needs of the firm leads to hurting the firm for an individual or a group\u2019s political advantage, is in serious trouble.<\/p>\n as for the other causes, they are primarily emotional or careless, they can be dealt with only by taking steps to make a point of not just the secrecy, but the reasons for it. if leaks are a problem, then firm management may have to make a point of patiently explaining how the firm is hurt by it, and how that affects every individual, including the person responsible for the leak. thoughtlessness and mindlessness are not tolerated in dealing with clients. why should they be tolerated in dealing with the firm?<\/p>\n on the face of it, leaks are a communications \u2013 and therefore a marketing \u2013 problem. but clearly, they are more than that, and should be treated accordingly.<\/p>\n the problem is that a leak in a firm is like a thief in the firm. it angers, beclouds and saddens everybody. and everybody loses.<\/p>\n never mind who \u2013 why?<\/strong>
\nprofessional services marketing 3.0<\/i><\/a><\/p>\n
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\nthe second problem is that who did it is frequently not as important as why it was done. that may be the more urgent damage to control. the problem caused by the press leak will go away by itself, most often. it has to be treated like any bad story, and we\u2019ve talked a lot about that in the marcus letter. <\/em>but the reason for the leak can be more stubborn to deal with, as is the mechanics of preventing leaks.<\/p>\n\n
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\nby bruce marcus<\/i>
\nprofessional services marketing 3.0<\/i><\/a><\/p>\n","protected":false},"author":1340,"featured_media":123114,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[2271,3002],"tags":[],"class_list":["post-122877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-special"],"acf":[],"yoast_head":"\n