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。