Communicating bad news - whether it's poor financial results or a change in accounting firms - has become par for the course lately. As experts begin to cautiously predict
economic recovery, Duffey and Robinson provide a few recommendations for establishing a regular flow of financial communications that will serve you well in good times and in
bad:
- "People are overly quick to release positive information, and they run and hide from anything they perceive to be less than stellar," Duffey says. He recommends keeping up
a constant stream of information so the media trusts your organization to provide a dialogue whatever the news. - Address negative stories head-on. "It gives you a chance to deal with the situation instead of letting the wound remain open," Duffey says.
- Use a variety of communications platforms. Don't just issue releases, use your Web site, trade shows, speaking opportunities and any other contacts with stakeholders to put
out fires and manage your message. - Learn to love Reg FD. "Reg FD makes my life easier," Robinson says. "Every reporter is looking for an edge, but I can only comment on released public information."