by Richard Perry
abstracts prepared by Hugh Fisher

Perry likens a media crisis to a hockey game in this fascinating look at managing negative situations and offering the best possible face in a time of trouble.  Most importantly is clear thought and clear communication; it’s vital to keep heads clear and to focus on a central message when dealing with negative publicity.  Perry’s twelve-step plan compares the different members of your organization to members of a team, with the media as “referee” – and gives planning advice and tips for responding to a crisis using vivid imagery.  This guide offers a frank, yet amusing, look at how to plan for media crises well in advance, and shows clearly what not to do if a bad situation comes about:  “Figure out in advance what your public relations goals are and then use the media to reach those goals.”

http://aboutpublicrelations.net/ucperrya.htm