Never Mind Who — Why?
By Bruce W. Marcus
Professional Services Marketing 3.0
OK, somebody talked to the press, and leaked information that shouldn’t have been leaked. That’s three problems, not one.
Primary, of course, is how do we control the damage caused by the leak? Then we worry about who did it.
The second problem is that who did it is frequently not as important as why it was done. That may be the more urgent damage to control. The problem caused by the press leak will go away by itself, most often. It has to be treated like any bad story, and we’ve talked a lot about that in The Marcus Letter. But the reason for the leak can be more stubborn to deal with, as is the mechanics of preventing leaks.
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