Whether in the midst of an employee strike, corporate scandal, or just a bad quarterly financial report, a company’s communication with the public must be proactive, consistent, and ongoing. Whether a difficult event is about to take place—or a crisis has just landed in your lap—the rules are the same. The key word is more: more conversation with the affected community rather than less, more information rather than less, and more details rather than fewer. If the words are right, there is no such thing as overkill.
