Top PRO puts speed before accuracy

Speed is more important than accuracy in a crisis situation, a top PRO claimed yesterday.

Cutty Sark Enterprises’ non-exec comms director Stephen Archer was speaking at PRWeek’s ‘Taking the Drama Out Of A Crisis’ conference.

He said that getting journalists to write a 90 per cent accurate story with your information, was better than not getting your information in at all.

‘There is no such thing as an information void’, he said, ‘You have to weigh up the cost to your organisation if you let someone else fill it for you.’

The Cutty Sark will soon be opened to show off the beginnings of restoration work which had to be restarted after it was ravaged by fire six months ago.

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