Tuesday, January 26, 2016
One difficult PR problem is uncertainty, particularly when it deals with management. Consider this case. The CEO is out ill and there is no time scheduled for him to return to work. Yes, there are interim leaders but they can't make major decisions. Valeant hasn't helped itself by staying silent on the CEO's condition. This only heightens uncertainty and fosters rumors. It doesn't help investors either who don't know whether to stay with the company or to dump the stock. PR at least should indicate publicly the progress of the CEO in returning to health, but the company sent a two-paragraph note to employees, which was leaked to the media. This may be the way the CEO wants it, but it only heightens uncertainty.