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SPIKE your Brand ROI: How to Maximize Reputation and Get Results by Adele R. Cehrs

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The Real Benefits of Responding to or Ignoring Negative SPIKEs

“There's no such thing as bad publicity.”

—P. T. BARNUM

For years, companies and organizations have relied on the old strategy of burying bad news by putting out an announcement on a Friday afternoon or evening, when people are tired and distracted by their weekend plans. The Susan G. Komen executive team was no different. They thought they could announce their alleged defunding of breast cancer screenings at Planned Parenthood locations throughout the United States without people noticing, simply by releasing the information at 6:13 p.m. EDT on a Friday. Boy, were they wrong.

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