By Gerald R. Baron
Whoever you're, no matter what establishment or company you signify, your recognition will be destroyed in a single day. Feeding frenzies like Enron/Andersen and Firestone/Ford aspect to a brand new "post-media" international the place conventional trouble administration is not any longer sufficient: the place assaults can come from at any place; and your key ingredients anticipate direct, instantly solutions, with no conventional journalistic intermediaries. In now's Too past due, Gerald R. Baron exhibits executives and PR execs accurately how the foundations have replaced: why public discourse has became so grotesque; why you are most likely donning the black hat, no matter if you will have performed whatever incorrect or no longer; and why the globalization move makes you a good juicier objective. subsequent, he deals a whole roadmap for protecting yourself--beginning with powerful activities you want to take now, earlier than you are less than assault. observe how one can construct attractiveness fairness in modern new surroundings; how one can continue to exist the maelstrom via transparent pondering and transparent procedure; and the way to get well your attractiveness within the days, weeks, and months that stick with a PR challenge.
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Extra info for Now is too late: survival in an era of instant news
It was not unusual for the same reporter to call the information center several times with the same question looking for different responders to provide different answers. Then it evolved into private and individual interviews by phone or in person with reporters intent on getting scoops or pursuing their special angles. Each stage of the process involved a different type of reporting, and, as a result, should have received a different kind of media response. However, despite the best efforts of everyone involved, it seems in hindsight we were continually one step behind the reporters.
The list quickly grows to neighbors closest to the event, employees, company leaders, local elected officials, people from the various agencies responding to the event, prominent people in the community who hold their place because others consider them continually “in the know,” and—oh, yes—reporters: local reporters, regional reporters, national and international reporters, industry reporters, stringers, publishers, broadcast executives, and so on. As mentioned earlier, our method of distribution was to answer questions on the phone and to send our updated fact sheet to an outside office where someone stood for an ever increasing amount of time faxing it out and manually adding to the rapidly growing fax list.
However, unlike the printing presses and transmitters, the news organizations do not control the Internet. They do not make the rules, and they do not manage the application and use of the Internet. It has proven wild, uncontrollable, and resistant to almost all efforts to corral its use and misuse. The Internet provides audiences with access to vital information at the speed of light. It provides a depth of information to the average viewer that was previously not possible. The Internet allows publication of information in all forms—audio, video, and text—at a cost that is unmatched by any other major media.
Now is too late: survival in an era of instant news by Gerald R. Baron