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March 14, 2011
A 'Tone-Perfect' Response to a Bus Crash
Brad Phillips on his Mr. Media Training blog cites the prompt, "tone-perfect" response that was issued by the company that operated a bus that crashed, killing 14 passengers, in New York City this past weekend. It does, indeed, wrench your heart both for the victims and the bus company management. Brad provides insight into why that's so. Basically the response was about the victims and placed the bus company's management in profound sympathy with their families. 

The first rule of crisis communication is to show empathy for those involved. This release meets that mark very well. Under pressure, it's easy to become defensive, but World Wide Travel's management somehow resisted that pressure. It kept its focus where it truly belonged. There will be time for the details later. 

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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