{"id":123967,"date":"2024-03-29t13:15:17","date_gmt":"2024-03-29t17:15:17","guid":{"rendered":"\/\/www.g005e.com\/?p=123967"},"modified":"2024-09-01t14:48:40","modified_gmt":"2024-09-01t18:48:40","slug":"when-bad-news-happens-to-good-firms","status":"publish","type":"post","link":"\/\/www.g005e.com\/2024\/03\/29\/when-bad-news-happens-to-good-firms\/","title":{"rendered":"when bad news happens to good firms"},"content":{"rendered":"

\"\"<\/strong><\/p>\n

don\u2019t go spinning out of control.<\/strong><\/p>\n

by bruce marcus<\/i>
\nprofessional services marketing 3.0<\/i><\/a><\/p>\n

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

every election campaign produces, among other things, media myths and bad language. during the elections of the last two decades, the language was infected by a new myth called spin control<\/strong>. the phrase, which broke a speed record in becoming a clich\u00e9 after the 1988 election, implies that a good media relations practitioner can control the nature and texture of a story in the press \u2013 can put the right spin<\/strong> on it to get the journalist to tell it the spinner\u2019s way.<\/p>\n

more: <\/b>why accountants should be nice to journalists<\/a> | when there\u2019s a leak in your firm<\/a> | eighteen things advertising can do for your firm<\/a> | how and why client service teams work<\/a> | manage knowledge as a marketing tool<\/a> |\u00a0secret marketing formula: get one client at a time<\/a> | marketing a fixed position in a moving world<\/a> | how to build a marketing culture<\/a> | have you planned how to service your new revenue?<\/a> | why is change so hard for firms?<\/a> | why value pricing works<\/a>
\n\"goprocpa.com\"exclusively for pro members. <\/span><\/strong>log in here<\/a> or 2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n

it\u2019s just not so. for all that the myth implies, when it comes to the media, we propose \u2013 but others dispose. thus it was, and thus it always shall be, so long as we have a free press.<\/p>\n

but is the telling always accurate? no. is it always fair? no. sometimes, despite all of the public relations professionalism, and despite all the cooperation we may offer the media, the story comes out badly. disaster, dispensed in the aura of a supposedly objective media, doesn\u2019t merely strike, it reverberates.
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\nthe picture you so carefully and accurately painted is distorted, the wrong people are quoted and the right people are not, the facts are warped and bent beyond recognition, and the whole piece reads as if it were written by your most malicious competitor. certainly, it will be relished by your every detractor.<\/p>\n

the experts\u2019 advice<\/h3>\n

beyond the first scream of outrage, what can you do? what has been done most effectively by others who have lived through it \u2013 and survived?<\/p>\n

perhaps the hardest factor of a negative story to deal with is that most people who are not professional marketers tend to overreact. at one extreme is incredible upset and anger; at the other is casual disdain that says, \u201cso what, no one will believe it.\u201d neither extreme is warranted nor accurate.<\/p>\n

the most useful course, then, is to do nothing until you\u2019ve recovered from your anger. even doing the right thing in the wrong frame of mind can perpetuate, not cure, the damage. so \u2026<\/p>\n