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2: Speak to your core audience
2: 向核心受眾說明原委
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.
陷入危機的每個人都有各自的核心受眾，即那些對你有殺傷力的人群。對于一位校長來說，核心受眾是學生家長；于一位大學教練而言，它是受托管理委員會；于一家公司而言，它是股東和分析師。作者專門針對上市公司列舉了一份10頁的新聞稿，同時把它提煉為一份由3句話組成的致股東函，上面寫道：“非常高興地告知諸位，本公司已經徹徹底底地解決了此事。”消息剛一發布，公司股價就應聲而漲。
