In his 5 PR lessons from Romney's Brutal July, Sebastian sets out what all communicators should know:
- You can't rely on retraction/apology
- You can't stonewall the press
- You can't move slowly
- You can't use ambiguous language
- You can't forget that the news cycle moves fast
The one thing that I would differ on is the reference to the news cycle. We have now shifted to a news stream where news emerges from non-traditional sources and builds in ways it never did in a news cycle.