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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYHowcanBestBabyWhenNoNewsIsbringitsPRcrisisundercontrol?GoodNewsFourcommentatorsofferexpertadvice.byBronwynFryer•ReprintR0104AAcelebrity’sbabyisseverelyinjuredwhenherstrollertipsover.Wasitusererrororafaultyproduct?Themediagowild—andBes
2、tBabyfacesaPRdisaster.HBRCASESTUDYWhenNoNewsIsGoodNewsbyBronwynFryerGregJamespunchedthebuttonontheLexus’suedtolayblamefortheincidentonthemanu-stereo,scanningthestationsforthemorningfacturerofthestroller—BestBabyCorporationnewsstoryhedidn’twanttohear.SureofDesMoines,Iowa
3、—andimpliedhewillini-enough,101.7wasinmid-broadcast,playingtiatelegalactionagainstit.Sofar,thecompanythatscratchy,dramatic911recording.“Help!hasnotcommented.Wewillcontinuetoup-Thebaby!”ayoungwomanshrieked.“She’s—dateyouthroughouttheday.”oh,she’shurtherhead!She’sbleeding
4、allover!Gregwincedandclickedofftheradio.ItwasOh,myGod—it’snotmyfault!”alllikeabaddream.ThroughoutthepreviousAfreshwaveofnauseahitGregasheforcedevening,thathorrible911recording—andNel-himselftolistenforanupdateonthesituation.kin’sthreatenedlawsuit—hadbeeninescapable“Aswe
5、reportedyesterdayevening,theinjuredheadlinenews.GregsighedwearilyasheeasedchildisAveryNelkin,thethree-month-oldintothereservedparkingspot.“It’sobviousdaughterofAcademyAwardwinnersNickNel-thatI’llmakesomekindofannouncementto-kinandCeliaWinston.Sheremainsincriticalday,”he
6、saidtohimself.“ButwhatshouldIcondition,anddoctorsareuncertainwhethersay?”shewillrecoverfrominjuriessustainedwhenGregfoundJaneBenson,thecompany’sherstrollerrolleddownthedrivewayofthepublicrelationsmanager,waitingforhimintheNelkins’LaurelCanyonhome.”lobby.Shewonderedwheth
7、erhe’dheardaboutThebroadcastcontinuedasGregturnedintotherecalldemands.Shegrabbedhiselbow.theBestBabyparkinglot.“Caughtbyreporters“Greg,we’vegotahugeproblemhere,”shesaidthismorningatthehospital,Mr.Nelkincontin-inalow,tensevoice.“Myphone’sbeenringingCOPYRIGHT©2001HARVARDB
8、USINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.HBR’scases,whicharefictional,presentcommonmanagerialdilem
