REA(HH,il':I The Merchant

Communicating

(Continued from page 17) principle applies. Under these conditions you have only two choices: One is to say nothing and ride out the storm. The other is to take farreaching and dramatic corrective action before making any public announcements. Only after you have moved effectively to change the situation and solve the problem should you attempt to communicate what you have done. The biggest mistake you can make if you are suspected of being the villain is to acknowledge some degree of awareness and accept some responsibility, and then go on to describe the wonderful things you intend to do in the future.

The rules at issue, then, can be formulated as follows:

(1) If no substantial public concern exists, you are free to say what you want or to remain silent if you wish. The option is yours.

(2) Under conditions of generalized concern and mistrust where you are not specifically faulted, it is desirable to speak out, but you should speak out only on the condition that you engage your audience's anxiety squarely and find some way to show that you understand their concern and are responsive to it.

(3) Under conditions where mistrust exists and you are suspected of being the culprit, actions should precede communications. If the action is half-hearted or purely symbolic, then it is better to say nothing. If the action is bold and demonstrable, then by all means let people know about it to stop the tide of mistrust and paranoia from building up further.

Mqnufoclurers

Window qnd Door Fromes

Delqiled Millwork

Wordrcbes r Louvens

Distributors

Folding Doorc

Mosoniie Heritoge Brick Pqnels

Termite Conlrol ond Pesticides

Cox Hordwore lile-Beoms

K-lux ond Emco

Woddell qnd Forq Wood Mouldings fimely Sofety Decols

Fomowood ond Epoxybond