????#5: 挺胸抬頭

????這條規(guī)則的代表人物是加文?紐森。這位陷入外遇丑聞的舊金山市市長對媒體說：“大家讀到的一切報道都是真實的。”然后不失尊嚴地發(fā)表致歉聲明，并且再也沒有回應(yīng)過此事。他披露了一切，抑制住了漫天飛舞的謠言，然后“極其克制地保持了沉默?！?/p>

????#6: 坦率地說出你知道什么，不知道什么，你打算采取什么措施解決問題。

????這條規(guī)則基本上是不言自明的。不要假裝你什么都知道，聽從專家的意見。所以，如果你是一家礦業(yè)公司的CEO，你的公司出現(xiàn)塌方事件，最好聘請地質(zhì)學(xué)家出面解釋，你自己不要在那里瞎猜結(jié)構(gòu)力學(xué)的種種奧妙。

????#7: 以壓倒性的力量予以回應(yīng)

????幾個行之有效的策略是：宣布組建一個委員會，啟動內(nèi)部調(diào)查，或者任命一位受人尊敬的專家，全面審查有問題的部門。同樣重要的是，制定一個公司層面的應(yīng)對策略，堅持下去。善于危機管理的公司往往會確保每一位面對公眾的員工都能夠自始至終地遵循統(tǒng)一的口徑。

????#8: 先入先出

????盡量減少你在丑聞大戲中扮演的角色。假如你是一位被控使用類固醇的棒球運動員，先爽快地坦白，然后指責(zé)這項運動“松散的文化”，讓公眾知道你的丑聞背后還藏著更大的秘密。

????#9: 不要無視居心不良的指控

????2004年，一個名為“快艇老兵尋求真相”(Swiftboat Veterans for Truth)的組織質(zhì)疑民主黨總統(tǒng)候選人約翰?克里越戰(zhàn)事跡的真實性?？死锲鸪醪辉富貞?yīng)這個明顯帶有政治目的的誹謗，直至這起事件對他的支持率造成了難以挽回的損害。通過這一案例，我們應(yīng)該明白，迅速且有力地駁斥下流無恥的指控是多么重要。

????#10: 揭穿對手的險惡動機

????牢牢抓住對立一方有可能出現(xiàn)的任何失誤或者前后矛盾的地方，削弱對方的信譽，改變事件的敘事走向。比如，指控你的人是否有政治動機？要讓整個事情聽起來就像是一個黨派爭斗的陰謀。

????這本多達257頁的著作為我們提供了大量應(yīng)對危機的策略，以上這些經(jīng)過刪節(jié)的建議當(dāng)然只是其中的一小部分。如果你真打算聆聽“大師”的真知灼見，你最好還是買上一本，細細品讀一番。（財富中文網(wǎng)）

????譯者：葉寒

????

????#5: Hold your head high

????The poster boy for this rule is Gavin Newsom who, facing reports of an affair, told the press, "everything you've read is true," gave a dignified apology, and didn't address it again. He revealed all, deflated speculation, and then "had the discipline to shut up."

????#6: Be straight about what you know, what you don't know, and what you are going to do to fix the problem

????This one is mostly self-explanatory. Instead of pretending to know it all, defer to experts. So, if you're a mining CEO and there's been a collapse, bring out the geologists rather than speculating on the mechanics yourself.

????#7: Respond with overwhelming force

????A few tried-and-true strategies: announce the formation of a commission, launch an internal review, or appoint a respected expert to overhaul the offending department. It's also important to have a company line and stick to it. Companies that are good at crisis management make sure every public-facing employee is relentlessly on-message.

????#8: First in, first out

????Minimize your role in the drama as much as possible. So, if you're a baseball player accused of steroid use, fess up, blame the sport's "loose culture," and make the story about something larger than yourself.

????#9: Don't get Swiftboated

????In 2004, John Kerry fell prey to the obviously politically motivated Swiftboat Veterans for Truth by refusing to dignify the smears with a response -- until the damage to his poll numbers was already done. It was a case study in the importance of refuting scurrilous accusations early and forcefully.

????#10: They dissemble, you destroy

????Seize on any errors or inconsistencies from the opposing side to undermine its credibility and change the narrative. For example, are your accusers politically motivated? Sounds like the whole thing might be a partisan plot.

????This abridged advice is, of course, just a fraction of the wisdom offered in this smart, 257-page book. If you really want to learn from the "Masters," you can find it here.