Financial crisis shows public perception is key

The perception that the public and investors have of a particular company can be a contributing factor to a downward spiral. More than ever, business strategies have...

The perception that the public and investors have of a particular company can be a contributing factor to a downward spiral. More than ever, business strategies have to include long-term communications strategies that are clear about an organization's overall health. The key phrase is "reality check."

"Part of our job should always be to provide the reality check and do our best to control what it is we can control," said Steve Frankel, partner at Joele Frank, Wilkinson Brimmer Katcher.

Moreover, where there are problems, spin won't work for the long-haul.

"A financial communicator who truly has a seat at the table, his or her role today is to serve as a reality check and to [ask] 'Are we certain that the statement we’re going to issue today can definitely be true tomorrow?'" adds Eric Starkman, president of Starkman & Associates.

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