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Savage Magic
First, define your audience. Convince them and you win. The British magazine The Economist is fond of phrases like “the
Don’t guess or make excuses. Just fix the problem. Now. Definition of an expert? “‘X’ is the unknown quantity. A
Rarely there’s so little to say that it’s best to say nothing. Justice for the super-rich is different from justice
Facts are facts. Deal with ’em. Your only job is to win. Anecdotes are an effective way to tell a
Crisis PR in the digital age: No escaping tethers of smartphones & 24/7 news. To Einstein, doing the same
Some fixes may work “most of the time.” But the client wants one to work this time. Consider this:
When the worst happens, you’re on your own. You must define the terms of the debate. The public never really
You have so much at stake. Don’t let it slip away. Protect it. At the end of the day, it