I’ve got some bad news… The role of PR in sharing bad news
By Linda Forrest 
It can’t all be good news, sadly.
The trick is knowing how to share your bad news using PR so that you come out the other side of it as upright as you possibly can. It’s not just “spin” that needs to be considered here; trying to convince the marketplace of your silk purse when you’re clearly holding a sow’s ear does nobody any favours, but there are proven tactics that can be employed to dampen the impact of your bad news, whether its personal peccadillos of your executive team, bad sales figures, lost deals, lawsuits, or any other myriad pieces of information that your marketplace needs to know about, whether you really want them to or not.
