We are drowning in a daily bouillabaisse of bad economic news. What’s a marketer to do? In crafting your PR message and strategy it comes down to three choices:
1. Ignore it:
What bad news? What’s that got to do with me? After all, I am promoting diamond rings and everyone needs one, so just stop whining and buy my shiny diamonds.
2. Circumvent it:
Let them know you know, then tell the world.
Why, it’s not really a problem. Hey, we’ve got diamond rings and maybe people are buying fewer diamond rings right now, but people always need diamond rings at some point, so buy our super diamond rings, ok?
When you ignore The Bad News you sidestep the bleeding 500 lb. gorilla in the room. Today’s Page One Story. What we marketers need to do is…
3. Embrace Bad News:
Look it square in the eye and yes, kiss it on the lips!