2: Speak to your core audience
2: 向核心受众说明原委
Everyone in crisis has a target audience -- usually the people with firing power. For a school superintendent it's parents, for a college coach it's the board of trustees, and for a corporation it's shareholders and analysts. For one public company, the authors took a 10-page press release and distilled it into a three-sentence missive for shareholders, saying, "The company is pleased to have put this matter behind it once and for all." The stock price went up on the news.
陷入危机的每个人都有各自的核心受众,即那些对你有杀伤力的人群。对于一位校长来说,核心受众是学生家长;于一位大学教练而言,它是受托管理委员会;于一家公司而言,它是股东和分析师。作者专门针对上市公司列举了一份10页的新闻稿,同时把它提炼为一份由3句话组成的致股东函,上面写道:“非常高兴地告知诸位,本公司已经彻彻底底地解决了此事。”消息刚一发布,公司股价就应声而涨。