突发CEO闹绯闻 公关危机的正确做法

Crisis is everywhere. There are the national public relations fiascos: General Motors, Chris Christie, the NSA. And then there are the countless human missteps that plague companies every day: The reply-all email gaffe, the product defect, the affair. Be your crises big or small, these authors think they can help. Christopher Lehane and Mark Fabiani were dubbed the "Masters of Disaster" in a 1996 Newsweek profile for their work with Bill Clinton's presidential campaign (they also ran interference after his impeachment). In a new paperback, co-authored with director Bill Guttentag, the authors repurpose their lessons in political crisis management for the C-suite. "Masters of Disaster: The Ten Commandments of Damage Control," distills their best advice into 10 rules. We've, in turn, distilled those commandments into a handful of words. You're welcome.

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(General Motors)、克里斯•克里斯蒂和美国国家安全局(NSA)。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《新闻周刊》(Newsweek)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》(Masters of Disaster: The Ten Commandments of Damage Control)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。

1: Full disclosure

1: 充分披露

Put the whole story out. All at once. Full stop. Otherwise, risk "getting completely run over by it," say Lehane et al. This advice is as ubiquitous as it is accurate. The classic example is Tiger Woods, who let rumors of his affairs brew in the press for days until he came clean. Instead of the awkward nonresponse, a swift and complete confession would have limited the damage. Bonus tip: Respond immediately to that errant reply-all e-mail.

把整个故事都讲出来。一次性讲出来，到此为止。否则的话，你就很有可能“被它彻底吞噬，”勒翰等人说。这项建议不仅准确，而且具有普适性。这方面的典型例证当属著名高尔夫球手老虎•伍兹。他的无数风流韵事在媒体上传播了几天后，他就高调亮相，和盘托出全部真相。面对丑闻，千万不要一声不吭，这样做非常尴尬。迅速且毫无保留的招供可以限制丑闻带来的伤害。顺便给你提个醒：如果不小心点击了“全部回复”，请即刻采取补救措施。