Waiting for the Bad Story
by Jim Horton

There is a quiet period before a bad story appears. In that time, clients work to prevent the story from happening. (They can't). They ask an agency to tell them what to do. (The agency tries to prepare them for the worst.) Eventually the story comes and expectancy is rewarded by the force of an awful report. By then, however, the client and the agency will have feared the worst, and the story might not seem as bad as it is. But, it might be worse, and it is hard to tell until feedback comes from customers, employees and others.

Artículo en Online Public Relations Thoughts (April 26 2004)