突发CEO闹绯闻 公关危机的正确做法
<p><span word="Crisis">Crisis</span> <span word="is">is</span> <span word="everywhere">everywhere</span>. <span word="There">There</span> <span word="are">are</span> <span word="the">the</span> <span word="national">national</span> <span word="public">public</span> <span word="relations">relations</span> <span word="fiascos">fiascos</span>: <span word="General">General</span> <span word="Motors">Motors</span>, <span word="Chris">Chris</span> <span word="Christie">Christie</span>, <span word="the">the</span> <span word="NSA">NSA</span>. <span word="And">And</span> <span word="then">then</span> <span word="there">there</span> <span word="are">are</span> <span word="the">the</span> <span word="countless">countless</span> <span word="human">human</span> <span word="missteps">missteps</span> <span word="that">that</span> <span word="plague">plague</span> <span word="companies">companies</span> <span word="every">every</span> <span word="day">day</span>: <span word="The">The</span> <span word="reply">reply</span>-<span word="all">all</span> <span word="email">email</span> <span word="gaffe">gaffe</span>, <span word="the">the</span> <span word="product">product</span> <span word="defect">defect</span>, <span word="the">the</span> <span word="affair">affair</span>. <span word="Be">Be</span> <span word="your">your</span> <span word="crises">crises</span> <span word="big">big</span> <span word="or">or</span> <span word="small">small</span>, <span word="these">these</span> <span word="authors">authors</span> <span word="think">think</span> <span word="they">they</span> <span word="can">can</span> <span word="help">help</span>. <span word="Christopher">Christopher</span> <span word="Lehane">Lehane</span> <span word="and">and</span> <span word="Mark">Mark</span> <span word="Fabiani">Fabiani</span> <span word="were">were</span> <span word="dubbed">dubbed</span> <span word="the">the</span> "<span word="Masters">Masters</span> <span word="of">of</span> <span word="Disaster">Disaster</span>" <span word="in">in</span> <span word="a">a</span> 1996 <span word="Newsweek">Newsweek</span> <span word="profile">profile</span> <span word="for">for</span> <span word="their">their</span> <span word="work">work</span> <span word="with">with</span> <span word="Bill">Bill</span> <span word="Clinton">Clinton</span>'<span word="s">s</span> <span word="presidential">presidential</span> <span word="campaign">campaign</span> (<span word="they">they</span> <span word="also">also</span> <span word="ran">ran</span> <span word="interference">interference</span> <span word="after">after</span> <span word="his">his</span> <span word="impeachment">impeachment</span>). <span word="In">In</span> <span word="a">a</span> <span word="new">new</span> <span word="paperback">paperback</span>, <span word="co">co</span>-<span word="authored">authored</span> <span word="with">with</span> <span word="director">director</span> <span word="Bill">Bill</span> <span word="Guttentag">Guttentag</span>, <span word="the">the</span> <span word="authors">authors</span> <span word="repurpose">repurpose</span> <span word="their">their</span> <span word="lessons">lessons</span> <span word="in">in</span> <span word="political">political</span> <span word="crisis">crisis</span> <span word="management">management</span> <span word="for">for</span> <span word="the">the</span> <span word="C">C</span>-<span word="suite">suite</span>. "<span word="Masters">Masters</span> <span word="of">of</span> <span word="Disaster">Disaster</span>: <span word="The">The</span> <span word="Ten">Ten</span> <span word="Commandments">Commandments</span> <span word="of">of</span> <span word="Damage">Damage</span> <span word="Control">Control</span>," <span word="distills">distills</span> <span word="their">their</span> <span word="best">best</span> <span word="advice">advice</span> <span word="into">into</span> 10 <span word="rules">rules</span>. <span word="We">We</span>'<span word="ve">ve</span>, <span word="in">in</span> <span word="turn">turn</span>, <span word="distilled">distilled</span> <span word="those">those</span> <span word="commandments">commandments</span> <span word="into">into</span> <span word="a">a</span> <span word="handful">handful</span> <span word="of">of</span> <span word="words">words</span>. <span word="You">You</span>'<span word="re">re</span> <span word="welcome">welcome</span>.</p><p>危机无处不在。想一想最近几桩全国性丑闻的主角：通用汽车公司(<span word="General">General</span> <span word="Motors">Motors</span>)、克里斯•克里斯蒂和美国国家安全局(<span word="NSA">NSA</span>)。企业每天都在遭受无数人为失误的困扰，比如“全部回复”灾难、产品缺陷、风流韵事等等。无论你遭遇的危机是大还是小，有两位作者都认为，他们能帮到你。克里斯托弗•勒翰和马克•法比亚尼被《资讯周刊》(<span word="Newsweek">Newsweek</span>)发表于1996年的一篇人物特稿戏称为“灾难大师”，他们曾经为比尔•克林顿的总统大选活动立下汗马功劳，后来还帮助这位美国前总统安然度过弹劾危机。在最近与导演比尔•古登泰格合作撰写的一本平装书中，两位作者以公司高管为受众，重新总结了他们在政治危机管理中汲取的经验教训。《灾难大师：损失控制10大军规》(<span word="Masters">Masters</span> <span word="of">of</span> <span word="Disaster">Disaster</span>: <span word="The">The</span> <span word="Ten">Ten</span> <span word="Commandments">Commandments</span> <span word="of">of</span> <span word="Damage">Damage</span> <span word="Control">Control</span>)一书把他们的忠告提炼为10条规则。为方便读者记忆，我们反过来又把这些戒律进一步提炼为十大要点。别客气，拿走不谢。</p>
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