Organizations often must share information with the public or respond to a negative story. The best-case scenario is that management has time to plan the message, but that is not always the case. Locate an example online or in social media of a negative-news message from any company. Possible examples include announcements of product recalls, poor financial results, layoffs, and fines or other legal troubles. Use your research to participate in this discussion. You are encouraged to watch the Chapter 10 Video before participating in this discussion.

1. Provide a summary of the negative-news message. Analyze the approach the company took and answer these questions:
   • Was it the most effective strategy possible?
   • Did the company apologize, if appropriate and did it seem sincere?
   • Does the tone of the message match the seriousness of the situation?
   • Does the message end on a positive note?
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