Crisis Communications: Guidelines For Action - Dr. Peter Sandman

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The strongest antidote to denial is the legitimation of fear. The way you prevent people from going into denial is to allow them to be afraid. Give them permission to be afraid. Make it legitimate to be afraid. If people feel that fear is inappropriate, they might try to get down to apathy. But if they're scared, they're scared and they can't make themselves apathetic but they can go into denial.

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