MOST PR PEOPLE look for the positives, but most news is negative. At the end of 2008, the world headed into a major financial crisis (which had been preceded by a major rise in fuel costs). Most firms tried to mitigate the negatives in the news by putting out counter-stories, basically saying “The world might be going to pot, but we’re still solvent.”
There could, however, be a much punchier approach waiting if you grab onto the negative news.
Tell people what you’re doing to combat the problem, especially if you have thought of something wild and wacky. For example, if petrol ...
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