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Contributing Business Writer

Collette McKenna Parker

November 17, 2008

While it may be tempting to put a positive spin on the not-so-bright future, companies should try and refrain from doing so, suggests Steve Tobak in his Bnet.com blog.
 
As the year ends and companies report on expectations, a few, including Starbucks’s CEO Howard Schultz, are spinning bad news so with such distortion it almost seems like they are thrilled with the current economy.

Tobak gives a few suggestions for dealing with reality in press releases, including:

·        It must be credible, which means the big elephants in the room should be dealt with in a proactive manner or it won’t pass the laugh test.
·        It can’t come back to haunt you later.

Read more here.

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