https://completemarkets.com/Article/article-post/1973/P-R-SEPARATE-FACT-FROM-FICTION/
... you're not hiding. At times, however, you might want to concentrate on communicating directly to those affected by the crisis. Fiction: We'll release our negative story when the public is less engaged in the news — for example, on a Friday or before a holiday. Fact: This might have worked 15 years ago, but not in today's 24/7 news environment. Even if the public doesn't hear about negative news immediately, stories often develop a life of their own on the Web. By then, the matter will be out of your control and your company might be forced to clarify and repeat the story. It's better to get the story out once when you've put all of the pieces together. Take the hit and move on. Fiction: Public relations is all about wining and dining the media. Sounds easy. Fact: Public relations means making connections with the target, usually through members of the media — reporters, editors, or producers. In today's world, nobody has time for wining and dining. Newspeople care about information that'll make their jobs easier. They're looking for interesting stories and innovative ways in which to tell them. Staying in touch with them by telephone and e-mail is the most effective way of doing this. Fiction: Our company is holding a press conference to make an important announcement. This will guarantee us press coverage. Fact: Another press conference? That's what television news producers and newspaper editors will say when they get your announcement. Use press conferences only to announce a truly significant development or breaking news event. If you're going to ...