Online Public Relations Thoughts

How do you publicize a dying business that is not in control of its fate? That is what is happening to the US Post Office. Mail volumes have plummeted. Losses have skyrocketed. Congress refuses to allow the USPO to cut service. So it bleeds. There is no good message at the moment or strategy for the organization. Time and the internet have caught up with it. Federal Express and UPS have cut deeply into its package delivery. It is hedged in on all sides by better, faster and cheaper alternatives. The USPO has become an expensive carrier of last resort delivering mail to far away places. If you were the head of communications for the USPO, what would you tell the postmaster general?