Online Public Relations Thoughts

There are times when one should delay communications until there is more to talk about. This is apparently an instance of talking too soon. The market was looking for specifics from the Treasury Secretary, and he didn't have them. Hence, a massive sell-off and a situation that looks worse this morning than it did before the Secretary held his news conference. In hindsight, it would have been better if the Treasury Secretary had delayed his proposals until they were more fully fleshed out. This may have been an instance of moving too fast because of the urgency of the situation. The President wants action: We will give the President action. The net result is that the Treasury Secretary's reputation has taken a hit that probably wasn't necessary.

It is a lesson for communicators as well. Make sure that messages are substantive and sufficient for target audiences.