Handling bad press: Advice from AT&T's one time PR
Abstract
Purpose
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Design/methodology/approach
Scans the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.
Findings
At the beginning of 1996 AT&T's market cap increased $6 billion in two days. It was actually not great news. To achieve such a steep jump in the share price, top management cut 40,000 jobs, hoping that they'd be announcing the biggest downsizing in corporate history. Though the city reacted well, the executives at AT&T clearly failed to consider how the press might report the news.
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
Keywords
Citation
(2005), "Handling bad press: Advice from AT&T's one time PR", Strategic Direction, Vol. 21 No. 3, pp. 22-23. https://doi.org/10.1108/02580540510585769
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited