The Art Of Strategy - Chp. 13, Part 2 - Crisis Management
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❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈ ROMMEY HASSMAN
˙„ÂÒȉ ≠ ÌȘÒÚ‰ ÌÏÂÚ· Ìȯ·˘Ó ÏÂ‰È ➀❸❽➄❽❽➈➂➄❸❹➁❽➂➀➀❿❹➂➀❹❸❽➄➀➁❽❷➂❸❽➄❸❹❶❽❸➄➂❷❹➅❽❸❹➄❹➆➃❹❻➂ ❽❶❼❼➅❸ ❽➀❿ ➂➆❸➀ ➁❽❹➆ ❹➄ ❹➄❽❷➂ ➃❽ ➁❽➂ ➆❽➄➂➀ ➆❷➂❸ ❸❽❼➂❹➀➈❽❷❸ ❹ ➁❹❻❹❿➄❹❹❿➆➄➁❽❻➂❸❹❹➈➅❸❽➆Ìȯ·˘Ó ÏÂ‰È ˙¯Â˙➁❽➅➆❸➁➀❹➆➀❽➄❷❻❸ ➀ ❸❽❹➄❹➆ ➁❽➂❽❽➂❸ ❹❷➅❹➂❸❹ ❹❻❸ ➃❸ ❼➆➂ ❹➄❹❻❸ ➁❽➄❸ ❾➀❸➂ ❹❻❹➈ ❹➂➀➃❹❿➄❽➆❹➂➁❹❽❽➀❽❷❹❹❹➂➆❸❹❷❹➂❽➀❾➂❸➀➁❹➂❽➃❽❽❷➆➃❹❿❸❹❸ ❽❷❽➀➆➂❹❽➂❽❸❹❹➀❹❶❹➄❹❻❸➁❽➄❸❻❽❸➁❽➅➆❸➁➀❹➆❹➆❸❽➆❸❻❹➈ ➁❶❹➃❹❼➄❽➀➀➂➂❽❷❽➀➆❽➅➄❽❹❹➀❸❽➄❹➂➈❹➄❽❷➂❾❹➃❹❼➀❽➄❽❽➄➆➁❽❽❼❽➀❹➈➁❽➂❹❶ ❹➀➂➂➀❹❼❸❷❶➄❸➂❻➀➂❸❹➄❽❷➂➃❽➁❽➅❻❽❹❿➆➂➀❹❸❽➄➁❽❽➄❽❷➂➁❽➂❹❶ Ìȯ·˘Ó ωȷ ÌÈÒÁÈ ˙ÂίÚÓ Æ±≥≠≥ ¯Âȇ ❸❹❸ ➀ ❽❺❿➂❸ ❸➄❹❽ ❸➂❷❹ ❽➄➈➀➆ ❽➄❷❻❸ כך-כל ?הרבה ❸➂❸ ❺❿➂ ❽❹❼➅❽❸❸ ➃❷❽➆❸❽➄❷❹➂❸➁➀❹➆❸❽➄❽❽➈➂➀ ➁❷ ❽➄ ➃❽ ❹➀ ❷❻❸ ❷❽➈ ➆❷❽➂❸ ➆❸ ❹❽❸➂➀❹ ‰˜ÈËÈÏÂÙ ❷❹➆❹➆❹➂❸❹❻➈❸➆❽❿➂ ❸❷➂❸ ❸❽❼➂❹➀➈❽❷❸ ❹ ❹❷❹➀➁❽➅❻❽❹❿➆➂➀❹❸❽➄ ❹ ➃❹❼➀ ❽➂❹❶ ➃❽ ➁❽❽❷❷ ˙¯Â˘˜˙ ➀❹❸❽➄➀ ❸➅➈❸ ➁❽➂❸ ➀❹❸❽➄ !בהחלט ➁❽❽❷❷❹➀➁❽➅❻❽❹❿➆➂ ÌȘÒÚ ➁➀❹➆❸ ➁❽➅➆❸ ➁➀❹➆ ➃❽ ❹❽❸❹ ❹❸ ❽➀❿ ❽❼❽➀❹➈❸ ¯Â·Èˆ‰ ❻❸ ‡ ·Âˉ Ì˘‰ ÏÚ ÈÏÈÏ˘ ‰ÚÙ˘‰ χȈËÂÙ ÏÚ· ¨ÔÎÂ˙Ó ‡Ï ‚ȯÁ Ú¯‡ ≠ ¯·˘Ó Ï˘ ‰¯„‚‰ ÏÚ ¨ÌȯˆÂÓ Â˜ ÏÚ ¨ÂÓÂȘ ÏÚ ÌÈÈ‡Ï ≠ ÌÏ˘ Ô‚¯‡ ÏÚ ÚÈÙ˘‰Ï ‡ „ÈÓ˘‰Ï ÏÂÎÈ ÆÔ‚¯‡‰ ˙ÂÓÈ‰Ó ¨ÌÈ„·ÂÚ ¨ÌÈίˆ Ï˘ Ì·ˆÓ· ‡ Ì˙‡ȯ·· Ú‚ÙÏ ÆÌÈÈÒÈÙ‰ ÌÈÚˆȷ· Ú‚ÙÏ Æ˙ȘÒÚ ‰„ÈÁÈ ❹❿❹ ➀➀❹❿ ➁❽➀❸➄➂❸ ❼❽➀ ❽❷❽➂ ❹❽ ❽➅❹➈❽❼ ➂ ÆÏÏη ‰·È·Ò‰Â ·È·ÒÓ ‰Ïȉ˜‰ ❹❷❷❹➂➂❷❷❹➂❸➃❹❶➀❿➀❿➂❹❽➁❹❽❸❹➃❹➀❿➀➁❽❹❸❹❸❻➀❸➀➁❽➄❽➆❶❸ ➆➀❽➃❹❶❸➁❸➀➃❽❹❸➀❿➁❹➂➆❹❻➂❽➀➁❹❽❹➆➀➂➁➆❷❷❹➂❽ ➀❽➄❼❹➈ ❽➀➆ ➁❽➆❹ ❤❸❽ ❷❽❿❹ ❽➂❹ ❤❹❽➄❽❽➈➂ ❤➂❸ ❶❹➅ ➃❸ ❹➀❸ ➀ ❹ ➂➀ ❼➈➄❸ ❽➀❿❽➂ ➂ ❹ Union Carbide❷❽❽ ➃❹❽➄❹❽ ❻ ➀ ❹❷❹❸ ➀➈❹ ➂ ❹➂❿ ➃❹➅ Managing the crisis you tried to prevent/ Norman A. Augustine/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2 The Crisis Counselor/ Jeffery R. Caponigro/ Contemporary Books, 2000/ ISBN 0-8092-2490-9 °ıÏÓÂÓ‰ ¯Â˜Ó‰
❸❽❸ ❹❷❹❸ ➀➈❹ ❽❽➂❸ ❷❽❽ ➃❹❽➄❹❽ ➁❽➀❽➂❽❿❸ ❻ ➀ ❸❷❸❸ ❽➂❹❻ ➀➆➈➂ ❜❛ ÆχÙ· ¯·˘Ó ➀➁➆❽➈➀❹ ➂❹❽➀➁❹➂➀❽❸❹❽➂❹❺➀➆➂❼➈❸❹❼➀➈➄➀❽➆❺❶❸❽❹❼➅❽❸❷❿❸❽❽❽➆❸➃❹➅➀❸ ❹➅❻➂➂➀➅➀➆➈➂❸➂➄➁❽❽❻◗❸❸➀❹❷❶❸❽❸➁❽➆❶➈➄❸➈➅➂➁❽❽➈❽➀❻❹❹➂❽➈➀➆❘❸❽❹❽ ➂❹❽ ❞❸➀❹➆➈❽➄❿❹➀➀❞❷❹❷❽❽❞❽❹❸❽❺❽➂❸➀❹❸❽➄❸➀❿❸❻❸➀❸➄❸➁❽❽❹➀❹❻❽❼❹➀❹➆➈❽➄❷➈❽❹➁❷❻❹❿ ❸❽❷➂❸❽❷❽❹❽❸➁❽❽➂➂❸➀❽❶❽❻❸❹❹❞❹➄➂❽❸➂➅❻❹❸➆❼➂➈➅➂➀➄❹❿➂❸❞❸➄➄❶➂➀❹❽➀❼➄➂❸➂❽ ➁➀❸❻❽➀❸➀❹❽❻❹❹❸❸❽❹❷❽❻❽➂❿❽➄➀❻❹❿➂➀❸➀❹➄❽❹➆❹❼➀❸❸➆❸❻❸➂❸❹➆➁❽❷❹❻❾➂ ➀❹❷➃❹❽➀❽➂ ➀➇❽❸➃❹➅❸❹➄❹➀➃❽❽❺➄❽➂❷➁➀➀❸➆➄❹❽❹❽❸❸❽➂❷ Union Carbide Corporation/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=76213/ 12.12.2003; Bhopal/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=81208/ 12.12.2003; www.bhopal.net/oldsite/backwhy.html; www.ou.edu/deptcomm/dodjcc/groups/02C2/Union%20Carbide.htm, 16.12.2003
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❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁❽❹❹❸➂❸➁❽➂❽➄❸➅➀❽➈❹❻➀❾❹➂➅➃❹❼➀➆❸➀➆ Exxon Valdez❺❷➀❹❹➃❹➅ ➂❹➆➀➃❿❸➂➀➆❸➂❶❹❷➂❹➆➀❺❹➆➀➀❸➂➁❽➅➆❸➁➀❹➆❷❹➅❽❸❹➂❶❹❷ ❸❻❽❿❹➂❽❸❾❹❹➄➂➂❸➀❻➄ Johnson & Johnson ➃❹➅➄❹➛❶❷➄➃❹➅➄❹➛❶❻ Tylenol➀❹➄➀❽❽❼ ❸❹❸❻➄➂❸❽❸❷❹➀❹❽❹❻➂❹❸❽❹❻❹➀➀❽❽➂❹❸➄❿❸❶❷ ❸➆❽❶➈❸➀❻❹❼❹➀❽➆➈❽➀❽➀➈➆➂øÌÈ‚¯‡ „„ÂÓ˙‰Ï ÌȈχ Ì˙ȇ Ìȯ·˘Ó‰ È‚ÂÒ Ì‰Ó ❹❹❽➀❿➀❿➆➂❸❻➈➂❸❾❹❹➂❽➀❽➄❽➂❹➀➀➆❸➁❽❷❹➆❽➂❹❽❹➂❽➀➁❽❹➂ ❽❺❿➂ ❻❹➀ ➃❷❹ ➁❽➆❽➂ ❽➅❻❽ ❹❽➄➂ ❸➆❽❶➈ ➄❽❹➆ ❹❼➀❸ ❹❽➈❽➀ ❻➂ ❹❽➅➄➄❽➈ ➁❽➈❹❽❺❛➁❽❽➆➂➁❽❹❽❹❽❹❿❺❸➆❽❶➈➆❷❽❽➅❿➄❸➆❽❶➈❷❶➄➄❶➈❸❹❽➁❻❸➀❽➆➂ ➁❽❿➈➁❽➀❽➆➁❽➂❹❻❹❻➁❹❸❽❺❽➄❽➆❶❸➄❽❸➈❽➉❹❽➈❹➅❸❽❶❹➀❹➄❿❼➃❹➅ ❺❻❸➁❽➂❹❶➈➁❽❹➂❷❹❽❹➀➃❹➈❽❽❼❹❷➄❹❼➃❹➈❼❸➂❷❷❽➆❸➈❹➅➆❼➃❹➅ ➀➆➈➂➁❽➂❶➈➀❹➆➈❹❽❹➆❼❹❻➂❹❿➆➂❹➅❸❸❽❶❹➀❹➄❿❼❹➆❼❹❿❽➁❽➂❶➈➁❽❹➂ ❹ ❹❿➆➂ ❸➀ ❸❻❼ ❸➆❽❶➈ כך-כל ❹➆❽ ❽❼➈➂ ➆➂ ❸➈❸ ❹➀ ?הרבה ❹❽❶❹❽❽❹➆❽❸❽➀➈❸➀➆❹➆❽❹❽❼➈➂ ❹❽❻ ➁❽➀❸➄➂ ❹❽❻ ➁❽❽➈➂ ❹➆❽ ❽➀❽➀❽❹❽❹➅❽❿❽❽➂❷➆➂➁❽❹➂ ❸➆❽❶➈❹❼❸➁❸➆❽❶➈❹❹❹➆❹➂❸❽❷➂ ❸❷❹➆➄❹❹➄❽➂❹❹❸❶❹➂ ❽❹➈❽➀❹❹➂➁❽➀❸➄➂❽➈❹➀❽❻➁❽❷❹➆❽❹❼❽➈ !בהחלט ❹ ❾❹➂➄ ➁❽❷❹➆ ➀❹➂ ❽❿ ➀❸➄➂ ➀ ❸➆❽❶➈❹➀❻➂❽❹❽➆➂➀❹➀❽➄❹❶ ❽❹➅➆❹❹➂❹❽❹➅➆❹➆❽➈❸❽➅ ❹❽❹❸ ➁➆ ❹❽➆ ❽❹❽ ➆➂ ❹➀❽❶➂❹➄➁❽❽➀➂➂❹➅➄➁❽❽❻ ➉➈➂ ➃❹❼ ➀➆ ❸➀➆ ❺❷➀❹❹ ➃❹➅ ❼➈➄❸ ❽➀❿❽➂➂ ➆❶➈➄ ❸➅➀ ➄❽❷➂ ❺❷➀❹❹ ❸❽❽➆❸ ❹❺ ÆÊ„Ï ÔÂÒ˜‡ ¯·˘Ó ➀❹❷❶❸ ❼➈➄❸ ➁❹❸❽❺ ➁❽➈❹❻ ➀ ➁❽❼➂❹➀❽ ❽➈➀ ❹➂❸❽❺❹ ➁❽➀ ❹➂❺ ❽➂➀❹❶ ❼➈➄ ➁❽➄❹➀❶ ❽➄❹❽➀❽➂ ❜❿ ❜❛❜ ➁❽➀❽❹❹ ❾❽➅➄❸ ❹❽➅ ➃❹➅❸➂ ❹➆❶➈➄ ➁❽❽❻❽➀➆ ➂ ❸➀➆➂➀ ❽❿ ➁❽❿❽➆➂ ❹➈❹❸ ➀❿ ❸❸ ➆❼❸ ➃❹➅➀ ❽❸ ✈✈❸ ❹❷➀❹ ➀❿❞❹❿❽➆❽➀❿❽➂❸❼❹❹❽➄➀❹❻❸➀❿❞❽➅➂❹➆❹❹➈❽❽➆➆➁❽❽➂❽➀❿❽➂❸❼❸❹❹❸❽➀❿❤➆❹➀ ❻➀❸➄❸➉➈➂❹❽➄❹❸❹➆➀❹❸❽➄➁❽➈❹❻❸❼➂➀❿❞❹➀❹❹❽❹➄❽➂❹➀❹❻❸➀➆❻❹❽➈➃❹➅❻ ❹➆➄ ➀ ❹❽❻➀ ❹❻❿❸ ❽➄ ➀ ❹➂➀➆❸ ➃❹ ➀ ➂❸ ➀❹❸❽➄ ❹❽➈❸ ❹❽❶❸ ➀❿ ❸➆ ➃❹➅ ❹❸❽➆➂❽➈➀❿➄➂❹❽➄❻❹❶❸➄❸❽➆❽➀➁❶➄❺➄➀❸❶❷➅❹❻❽❽➀➀❸❽➆➀➈❼➀❹❽❸➂ ➁➀❹➆ ❸➀❽❹➂❸ ❼➈➄❸ ❻➂❘ ❹ ❻➄❹ ❹❶❽❸➄➂ ➃❷❹➀ ❹❽❿➂ ❸❷❽❽➀ ➁❽➄❿ ➁❻➀ ❹❽❷❻❽ ❹➀❽❹❸ ❻❸ ❹❽❸❹ ➉➂➂❸➈❸❹❽❸❶➈➅❻➀❸❻❸➀❸➄❸❽❶❽➈❹➀❽❻➀➇❹➅➀❹❸❽❽➂❷❸➆❽❶➈➀◗❹➀❽➆➈❽➈❽❸❽❽➀➀ ➇➅❹➄➀❹❷❷❽➀❽➂ ❿❸➀➆❹➁❽❽➆➂❹❽❾➂➄➆➂➆❶➈➄❹❺❸➀➁❽❽❻❸❽➅➁❹❽➀❹➁❹❸❽❺❸❽❹❽➄➀ ➃❽❽❺➄❽➂❷➀❹❷❷❽➀❽➂➂❸➀➆➂➀➁➀➀❸❽❽❹❻ Valdez/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=76627/ 12.12.2003; Exxon Corporation/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=34065/ 12.12.2003; Prince William Sound/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=62969/ 12.12.2003; www.oilspill.state.ak.us/facts/qanda
➀➆ ❹❺❽ ➈➅➂ ➃❹➅➄❹✈❶ ❷➄ ➃❹➅➄❹✈❶ ❻ ❹➂ ➀❹➄➀❽❽❼ ❹➀❹➅➈➀ ➃❹❷❺ ❹❷❻❹❸ ❜❛ ÆÏÂÏÈÈË ¯·˘Ó ❽❸❹❽❸➂❸➀➆➈❸❻❸❸➆➈❹❸➇❽❸➀➆➆❷❽➂❸❽❸➀❹❻➂✈✈❸❸❽➄➈❸❼➈❸❹❹❼➈➄➁❽➄❸➆❷❽➄❽❸ ❸❽❶➅➃❹➈❸❹➂➀❼➀❻❹➂❸➄❶❸➆❽❷➆➁❽➈❷➂➀❸➈❹❸❽❸➀➀❸❼❽➀❻❸❹❸❽❷❽➀❹❺❽❸➀❿❺❻❸➀❸ ❺➄❸❹➂➀➁❽➄❽➂❼❽❹❹❹➈❹❹❹❽➀❹➂❸❼❷➄❼➅➀➁❽➂❽❸❹❾➈❸❸➂❹➅➈❹➀❹➁❽❹➀❽❼➂❸➀❹➂ ➀❹❸❽➄❸❻➀❸➀➁❽➂❹❶❸❸❹➀❽❹➂❹❹❸❻➄❸➂➆➀❸❽❸❹❻➄➂❿➂❸➂❸❽❸❻❸❸❻❹❹❼❽➅➄➄❽➈❸ ❸❻❽❿❹❸❸➆➈❹❸❹➄❽❸➆❽➄➂➀➀❿❸❸➆❹❸➄❿➅❸❸➆❹❽❹❻❸❸❾➀❸➂❸➈❻❹❽❸➂❸➀➆➈❸❻❸❤➂❸ ❸❻➁❽➄❿❸➀➀➂➃❹➂➀➅❽➅❸❽➁❽➄❿❸➃❹❻❼❹❼➀❸❻❹❹❼➀❽➅➄➄❽➈❺➄❶❹➈➅➀❹➄❿❹➂
www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htm, 16.12.2003
❹❽❸ ❼➄❼➄❽ ❹❽❼❽➈❸ ❹❷❹❸❸ ➀❹➂ ❸❷➀ ❸❽➅❹➂❸ ❽❽➆ ❸❷❷❹➂❸ ➁❹❽❸ ❷➆ Æ˯Ëȇ· ˙„¯Â‰‰ ¯·˘Ó ❛ ➁❽❼➅➀❹❽❼❽➈❸❹❷❹❸❸➇❽❸❷➆❹❹❽❿➆❷❹❹❽➀❹❸❸➄➀❹❷❷❽➀❽➂ ❿➀➀➀❹❿➇❽❸➇➄➆❹➅➄❿❸➃❷❹➀ ❷❶➄❹❽❼➈➂❹➆❽❹➆➂❸➆➈❹❸➁➆❷❷❹➂❸➀➁❽➄➈➀❹❸➁❽➅➄➂➃❹➀➁❽❽➀❹❷❶❸➀❽➄❼❹➈❸❾❽➀❹➃❽❽❷➆ ➀❿➀❸❹➄➂❸➂❸❿❷➆❻❸❹❽❸➁❽❺❽➄❹❶❽❼➄❽❽❾❹➁❽❼➅❸❽❷❽❹➂
Hollywood Hiest/ Ronald Grover, Heather Green/ BusineesWeek Online, July 14, 2003
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❜❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁➀❸➄➀❷❽❿➆❷➀❹➁❽➂❹❻❸➆❹➄➂➀➁❽❽❽❻➁❽➀❹❷❶❷➆ ❜➁❽➄❼➁❽❶❹➅❸➀❿➂➁❽➅➆ ❹➁❽❷❹➆➀➁❽❹❻❸❿❤➂➀❽❻➂❽➂➃❹➅❹❸❹❿➀❸➀➆➆❹➀➁❽➈➂➁❸❽➄➈➀ ❹❽➂❸➂❷❻➈❽❹➄➂❹❽➆❷❹➄➀❸➂❷❻➈➆➈❸➀➀❽❻➂➃❹❽➂❷❸❹➆❷❽➂❽➈➅➂➃❽❿ ➁❽➆➄➂➄❽➀➁➀❻❹➆❼➆➂➀➀❽❹❸➀➀❹❿❽➃❹❶❸❽❷❹➆❽➈➀➂❷❻➀❿❽➅➆➂ ➁❽➂➀❹❸❽➄➁❽➂➀❹❸❽➄❹➀❷➆❽❸❹➄➄❽❼➀❻❹➂❸➁➆❽➄➂❹❸➆❸❻❸❸➂❸➄➂➀ ❷❽❿➆❹❸❽❽➆❸❽❿➂❸➆❸❽➆❹➂❷❹➂➀➀❹❸➂❹❸➀➁❽➄❹❶❸❹➀➈❽❽❽❼➈ ➁➀➆❸➀ ➈ ❽ ❸❻ ➁❽➀❸➄➂❿ ➂ ➃❿❹➂ ❸❽❸ ❸➂❿ ❷➆ ❸❽❶❹➅ ❸➄❹➂ ❷➈❽ ➃❹❶ ➃❹❶❸❽❹❷➀❹➄❽➂❽➁❽➄❹❻➀➁❽❼❹➄❸➂➂❹❻❹❽❸❸❽❹❽❷➅❹➂➃❹➂❸❹❽❸➂ ❾❿❸❿❹➂➄❸❿❽❸➁❽❽➅➆➁❽➂❹❶➂❽➆➂❸➁➀❹➆❹❽❸❹❽➈❽➁❽➄❸❾➀❸➂❹➄➂❽❸➂❹➄➁ ➀➀➈➄➆❶➀➂➀➆➀❸➀➀❽❸❷❹➅❽❸➆❼❽❷❹❿❺❽➃❹❿➄❸➂❹➆❽➁ ❽❸❹ ➂❸ ➀❸➄ ➂❸ ÌÁÂω ˙ÓÎÁ ➅❽➅❸➃❹➆❾❹❸❻❹❹❼❷❹➂➂ Ư·˘Ó ˙ÂÈ‰Ï ÏÂÎÈ ‡Ï ‡·‰ Ú·˘·¢ ¢°‡ÏÓ ¯·Î ÈÏ˘ Ê¢Âω ➂❸➂➙➁❽➂➀❹❸❽➄ Henry Kissinger, Secretary of State/ USA ➙❏❸➂❸❹➂❹ ÂÓ˘· ‰ÚÈ‚Ù ˜Ê ÌÈÓˆÓˆÓ ¨¯·˘Ó ÏÚ ÌÈËÏ˙˘Ó „ˆÈÎ ‰ÁÓ‰ ‰Èˆ˜ÂÙ‰ øÌȯ·˘Ó ÏÂ‰È Â‰Ó ❤➀➀❹❿➆❿➂❸➆➈❸➀➛➛❿➄➂➀➀❹❸❽➄❸❽➂❹❻➂ Æ·ˆÓ‰Ó ˙¯˙È ˙Ùȯ‚ ÍÂ˙ ¨Ô‚¯‡‰ Ï˘ ·Âˉ ➆❹➄➂➀ ❞➂❸ ❹❻❸ ˙ÚÈÓ ❽➄ ❽❿➂ ➃❹❶❸ ˙¢ÏÂÁ ❿➆❸❹ ❹❽ ➃❹ ❽❿➂ ❽➆❽❽❿➂➂❸➀❹❸❽➄➀ÔÂÎ˙❽❽➀❽❿➂❸❼❽➀➀➀➂➀➉➈❸➀❹➀❹❻❸➂ ➁❽➆❸➀❸➀❹➀➆❸❽❷➂➀❸❹❶❹❹➂➆➂➀❸❹❶➀❽➂➁❽❽➈❽➄➆➄➂❸ÏÂ‰È Ìȯ·˘Ó ωȷ ÌÈ·ÈÎ¯Ó Æ±≥≠¥ ¯Âȇ ¯·˘Ó‰ ÏÂ‰È Æ Æ Æ ˙‡¯˜Ï ÔÂÎ˙ ˙¢ÏÂÁ ¯Â˙ȇ ‰ÚÈÓ
➀❻❽➀➂❞ ‰¯‰Ê‡ ÈÓÈÒÏ➀➂❹➃❹➀➁❽➀➈➅➂➀➀❻➂➆❹❸➇❽❸ ❽➄➀➀➀❹❿➂➀❾➈❸➀❸❽➆❸➂❹➆➄❹➂❸❹❷➄❸❹➂❸❸❸❹➆❹❸❸❺❸❽➄➂❽➅ ❸➄❹➂➇➅❹➄❺➄❸➂❿➃❹❶➀❺➄➁❶❽❸➂➀❿❞❹❺❻➀❸❷❹➄➉❹➈➂➂❽➂‰¯Î‰ ❹❻❹➀❸➁❽❷❹➆❸➁➆ ˙¯Â˘˜˙❽➆❽➀➆❹❸➀➆ ˙ÂËÏ˙˘‰❽❽➀➀➀❹❸❽➄❸➀❹❿❽ ➁❽❼➅❽➀➄❹❽➄➂❽➀➆➁❽➀❸➄➂➆❹➂❽❻➁❸❽❹❻➈➂❽➄❹➂❸➂➁❽➆❶➈➄➁❽➀❽➄❼❹➈➁❽➄❿ ❽❷❽➈❹❻❹➃❹❼➀❽➂❹❶➁❽❷❹➆❹❻➈➂➁❽❷❹➆❽➄❹❶❻❹❼❽❹❻➁❽➄❽❽❿❺➁❽❽➈➂➁❽➈➅ ❸❽❽❹❽❸➀❹❸➀➆❸❽❷➂❸❹❸❽➅❸❽❹❷❽➄❸➀❽❸❽❶❽❸➄➂➁❽❽❼❽➀❹➈❹➀➂➂ ❹➆❼❽➆➁❞❻❹❹❼❹❿❹❹❽➆➀➀❽❹❸❽❹➈❸❸➂➀➃❹➀❿❞❸➄❽➂❹❸➄❹❶❸❸❻❹➈ ❹➄➂❷❺❸➀➂❸❿❽➈❸❹ÌÈÁ¯➈❸Ô¯˙Ù❽❽➂❻➀❸❽➆❸➃❹❽➀➀➆➈❹❽❷❽❽➂❸❷❹ ❹❹➄❽➂❹❹❼❸❹➂❹➂❽❹➆➂➃❹❶❸ÔÂÒÈÁ ❽➆❽➀➃❹❶❸❷❹➈ ˙ίډ❽➀ Danger Zone - When bad things happen to good entrepreneurs: what every small-business owner needs to know ❜ about crisis management/ Brian Rubbery/ Entrepreneur Magazine, Nov 1998; The small business owner’s guide to a good night’s sleep - Contemplating the unthinkable/ Debra Traverso/ Management, Oct 3, 2001; Damage control: The crash course how to handle public relations in the event of a crisis/ L. Pearl, S. Thakrar/ Fortune Small Business, June 8, 2003 Crisis Management/ Steven Fink/ Authors Guild Backprint.com Edition, 1986, 2002/ ISBN 0-595-09079-6 Leadership when there is no one to ask - Interview with ENI’s Franco Bernabe/ Linda Hill, Suzy Wetlaufer/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❷❹❿❹➃❹➂❽❽➄❸➄❸❾❹❸➀❿➀❷❹➆❻❽➀➂➅➆❞➂❸❽➄➈➀❹❻❸❽❿➂❸➅➈➄❸ ❻❹❹❼❽❿❹➁❽➂➁❽❷❹❻❸➄❹➂➆❹➂➂➁❽❿➂➄➁❽➀❸➀❿❺➄❸➂❹➆➁❹➂➀➆❽❽➅➂ ➇➄➆❸➀❹❻➀➆➁❽➆❽➂❸❽➄➈➁❽❹❽➁❷❽❽❻➁❽➀❹➆❼➆➂❿➁❷❽❽❻➃❷❹➀➁❽❽➂❸❹➀❿ ❞❽❽➂➆❹➆➁❽❹➂❽➀❹➁❽➀❽➆❽➀❿❹➂➄➁❽➂➀❹➆➈❽➀❸❹➄❹❸❽❷➂➀➁❽➈❻➄❹❹ ➃❸➂➆❹➄➂➀❹➃❹❶❹❹➆➂❸❹❽➆➀❸➄➀❹❻❽❷❽➂❹❻➈❹➁❽❼➈❽❷❽➂❹❽➁❸❽❹ ➁❽❷➂❸➀➂➀➈❼➀➀❹❽❾❽➈❸❽➀❺➄➀❹➂❹❶❸➃❹➅❹❸❹❽❹❼❽➅➀➉➈❸➀ ❻ ❽❿ ➀❸➄➂ ❸➄❹➂❽❹ ➂❸ ➀❹❸❽➄➀ ❽❻ ❸❽❸❽ ➃❹❶❸ ➀➛➛❿➄➂ ➉➀➂❹➂ ➉➈❸ ❻ ➀❹ ➈❼❹❸❹➀❽➆➈➀❽❻❿
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Ìȯ·˘Ó ωȷ ÌÈ·Ï˘ Ʊ≥≠µ ¯Âȇ ÈÓÈÒ ˙ÂËÏ˙˘‰ ‰¯Î‰ ‰¯‰Ê‡
➃❷❹➃❹❶❸❽➂❷❸❸➆❽❶➈ ø˙‡ÈΠωÂÓ Âȇ˘ ¯·˘Ó Ï˘ ˙Âȯ˘Ù‡‰ ˙‡ˆÂ˙‰ Ô‰Ó ❹❹❸ ➁❽❻❹❹ ❸❷❽❽ ❹❿❹➂➄ ❹❽❿➂ ➁❽❷❹➆ ❹➄➂➄ ➃❷❹ ❷➆❽❸ ❽➀❸ ❷➂ ➃❹❻❼❹ ➃❹➂ ➁❹➅➈❹❽❽➅❻❽➁❽➂➀❹❸❽➄❽➆❹❽➃❹➂❽➂❹❽❼➈➂❹❹❸❹➅➄➁❽❺➄➃❹➂❽➂➀❹❷➄ ➁❽❽➈➂ ❹❽➀➆ ➁❽➀❿➂➁❽❷➂ ➂ ➁❽❹➅➆ ➁❽❷❹➆ ❹➈ ❸❷❽❽ ❸➅❸ ➂❹❻ ❷❹➂➂ ➆❽➈➂❸➂➀➃❹➈➃➂❶❹➂❹➅❽➆➁❸❸❷❶❸❻➉➂➂➆❽❸➀➃❹➅❹❻❹➆❹➂ ❹❽❹➂❽❺❿➂❽❹➄❽❸❽❿❸❸➀❸➄❸➁❽➈❹➀❽❻❷❹❽➂❽❽➆❼❸➈❼❹❸❽➅➆❸❹➀❽➆➈➀ ❷❽❶❸➁❽❹➄❽❹❻➀➈➀➆❹❽❹❹❶❹➂➂❸❽❹❹❽❸❹➀❽➆➈➁❽❽❹➄❽❹❽❹➀➆➈➅❹ ❹❼❸❹➂❸❸➆❽❶➈➆➃❹❶➀❸❷❻❽➂❷❽❽➄ ➅➈➄ ❶❹➂❸➈❽❻➃❹❸ Æ˙¯˙È ¯ÙÒÓÓ ‰‰È Ô‚¯‡‰ ˙ÂÏÈÚÈ·Â ‰ÓÎÁ· ω ¯·˘Ó˘Î ❽➄❸ ➛➛❹➀❽➆❽❾❿➀❿➂❹➀➈❽❼➁❸❷❹❿❸➀❿✈✈❝❹➂❽➁❽➄❞➁❹❶❿➀❹❹❽➅➄❸➃❹❿ ➂ ❾➀❸➂ ➁❹❷➈ ➅❽➅ ➀➆ ➁❽❹❽❶➀ ❾➈❸➀ ➁❽➀❹❿❽ ➁❽➀❸➄➂ ❹❶❽❸➄➂ ❻❽❿❹❸➀ ❹➄➂❷❺❸ ➃❹❻❼ ➁❽➄❽❶➈➂ ❽❷❽❽➂ ❸❽➆❸ ❹➈➀ ❽❽➂ ❹❽❹❻➂ ➁❽❻❽❿❹➂ ❹❽❸➂ ➆❹ ➁❽➀➈❼➂ ❸❶❸➄❸❸➁❽❷❹❹➂➁❽❷❽❽➂➁❽❽❹➄❽➁❽➆➂❹➆❶➈➄➁❽➄➀❸➄❿❸❶❷➁❽➆❽➂❽➄❻➀❶❹➂ ➁➀❹❿ ➁➆ ❸❻➀❸ ➀ ❸➂ ❼❽❷ ➁❽➀❻➂❹ ❹❽❻ ➁➂➆ ➀➆ ➁❽❻❹➀ ➀❹❿➀ ❸➈❹❻ ➂❸➀➆➁❽❹❽❽➄➃❹❶➁❽❽❹➀❸➁❽➂❹❶❸➁➆ ❹❽➁❽❻➀❹➂➁❽➅❻❽❽❽➀❸ ❸➄❿❸❹❸❹➆❽❸❹❹❽❻❿❷❹❿➁❸❽➀❹➅❻❽❽❸❹❻❸❺❸➂➀❹➁❸➂➁❽➈➂❸➂➁❸➀❹➂ ➂❸➂➁❽➆❹➄➁❽❷➄➁❽❽❹➄❽➆❹❽❽➆❽❸❻➂❸➀➆➃➂❺❸➀❿➁❹❹➄❿❷❽➆➆❹❽➅❸➀➆ ➃❹❶❸➁❽❺❻➂❹ The Essential Guide to Managing Corporate Crises/ Ian I. Mitroff, Christine M. Pearson, L. Katharine Harrington/ Oxford University Press, 1996/ ISBN 0-19-509744-0
❸❽➄➈➀ ➅➄❿❸➀➂ ➆➄➂❸ ❹❽ ➆❹❶➀ ➁❶ ➃➄❿❹ ❹❽ ❹❼➀ ❸❹❹ ❸❻➀❸➀ ➃➄❿ Ư·˘Ó ˙Ú· ‚ȉÓÏ ‰˘Ú˙ ÔÎ ˙ÓÈ˘¯ ❸❽➆➀➈❼➀❹❽➁❽❹❼❸➁❽➄❸❸➄➂❽➄❿❹➀❷➂❽❸❹❾❹❶➃➄❿➁❽❽➈❹➄❹➈❹❽➀❹❻❹➂❹➆❽➅❾❹➆ ➀ Ɖ˘Ú˙ χ ˙ÓÈ˘¯❾➀❽➂❷❹➂➆❹❹➄❹➈❹❹❹❻❽❼❶➄❹➄❻➄❸❹❻❽➂➆➃❹❻❼➃❸❾❽➁❸❺➆ ❸➅➄➀❹❽➀➂➃❹➂❸❽❻❿➀❸❽➆❸➂➁➀➆➀❽❶❹❽➀❼➄➂❽➅❽➈❻➀➁❹➂➈➀➅ ❹❹➀➀❿➄❸❿❷➆❽➆❸➂❹➆➀❾❽➂➀❹❹➃➂❻➂➀➁❽❻➁❽❸➀➂➆➄➂❸❽➆❸❽➅❸➀ ➃❹❻➄➀➁❹➂➃❽➆➄❿➄➆❶ What will you do if the worst case scenario really happens?/ Robert D. Ramsey/ Supervision, June 2002, vol 63, iss 6, pg 6
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÁÂω ˙ÓÎÁ ˙¯·Á˘ ˙ÂÈÊίӉ ˙ÂÈÂÚˉ Ô‰Ó
➅❹❻ øÌȯ·˘Ó ÏÂ‰È ˙Ú· ˙¢ÂÚ ❸❸❺❽➄➂❽➅➀❹➅❻❽❽❸❽❸➄❿❸ Boy Scouts of America ➀❿ ❽❷❽➂ ❽❼❽ ❹❼➀❻❸ ➀ ❹➀❽➆➈ ➁❽❹➅❸ ➁❽➈❷ ➂ ❸➈❸➀ ➆❷❽➂❹ ➂❹❻ ➄❿❸ ❽ ❷➆❽❸ ❽➀❸ ➀❿ ➁➆ ❹ ❹❽➄➈❺❻❸❽➁❽❽❿❸➁❽➀❸➄➂❸❹➄❹➂➁❽❽❻❹❹➁❽❹❽➁❽❹➂➀➅❸❽❹❼➅❽❸❸❻❸ ➂❸➆❸➀➀❽❹❸➀➁❽➀❹➀➆❸❿➆❸❹❷❹❿❹❽➄➀❹➅❻❽❽❸➅❹❻❞❸❽❷➂➀❹❽➄❹➈➀❼ ❞❸❽❷➂❸ ❹➀➀ ➛➛❸❹❶ ➃❽✈✈ ❽❸➀❹ ➀ ➀ ➂❸ ➂➀ ➀ ➀➀❹ ❾❽➀❹❸➀ ➀ ➁❽➈❹❼➈❼➁❹❺➀❹➆❸❹❷❻➀➁❽➄❹➄❹❽❻➂➆➄➂❹❸❽➆➀➆❷❹➂➀➂❻➂❿➁❹❹❽➀ ➃❽➂❸➀➁❽➀➀➂➁❽➅➂➀➀❽❶❿➁❽➅➆➀➁❽❺❹❻❹❷❻❸➀➆➁❽➆❽❷❹➂❽❻➃➂❺❾❹➀ ➆❷❽➂➇❹➅➀➀➁❽➄❹❿➄➀❸➁❽➄➀❽❸➀❽➂❽➄➈❹❽❷❹➅➃❿❽❸❽➂❽➄➈❹❽❷❹➅❹ ➈➀❹❹❽❹➆❸❹➄❹❽➆❹❽➄➈➀➀➁❽❹➆➁❽❸➀➀❞❹❽❸➂❹➀❹❹❹❶ ❹➈➅➁❽❽❹➁❽❶➈➂❷❻➀➆❷❻❹❽❶➈❹➆➂➆❷❽➂❸➇❹➅➀➃❽➄❹➀➀❹➀➁❸➀ ➁❽❷➄➁❽❽❹➄❽➆➀❹➄❹❿➄➅❹❻❻➂❹➀❹❽➄❹❼➀❹❷❹➆❸❽➁➄❽❻➃❹➈➀❼❽❹❹ ➅➆❸❷❹➈❽➃❿➂➁❽❹❻ ❛❜N Fortune 500❸❹❻❽➀❸➄➂❾➆➄➅❽➈➀➆ ❼❽❸❷❷❹➂❸➀❹➀❿❹❽➁❸❹❻ ❜N❺❹➂➀➁❽➂➀❹❸❽➄➀❽➄❿❹➁❸➀➃❽❹❷❹❸N ➁❽❻➂❹➂❽➄❹❽❻➁❹❶➂❸❺➆➀➀❹➄➈❽ N◗❹❽➀➀➁➀❹➆➁❽❽❻❼➀❻❸❘➂➁➆ ❹❽❽➅❻❽❹➆❸❽➆❹❽➃❽❷❽❿❹➆➁❽➂➀❹❸❽➄➀ ➀❿➀ ➁❽➀❸➄➂❸➆❹➂❹❽❹❽❸➀❽❽❻❹❷❸ ÆÌȯ·˘Ó ÏÂ‰È ÏÚ ÂˆÂÙ˘ ˙„‚‡ ¯ÙÒÓ ❸❽❷➂❸➃❽➂❸❹❿➂➅❷➀➀❶❹➅➂❸❹❷➇❽❷➆❞❹❷❸❷❽➈➀➁❽➂❽➂❹❽❹➀➛➛❿➄➂ ➁❻➀➆➅➈➄❸➁❹❽❸❹❼❸➄❹❿➂❸❻❸❶❽❽➀➀❶❹➅➂❹❹➀➀➆❽❸➀➆❷❹❽ ❹❻ ❞➁➅➈❸➀ ➆❹❸➂ ➆❹➄➂➀ ➂ ➃➂❺ ❽❹❿❽➅ ➃❽ ➃❹❽➆➀ ➆❽❶❸➀ ❹➈❽➅❸➂ ➆❹➄➂➀ ❸➅➄ ❸❽❸ ➀ ➃❹➅❽➄ ➀ ➆➈❸ ➂❸ ❹➀❸❽➄ ❷❽❿ ➀ ❽➄❹❸ ❹➆❼❸ ➀➆ ➀ ❹➀ ❹➄❻➄ ❹❽❶ ➀➆ ❹➀❽➈ ❹❽❹➆❼ ➀➆ ❻➀❹➅ ❹❽❸ ❞➆❹❸ ❻❽❽❼➀ ➃❹❽➅➄❸ ➀ ❼❽❽❶❼❹❹➀ ❸❽➈❸ ➆❶➈➄ ❽➂ ➀❿➀ ❶❹❷❹ ➃❸❽➀➆ ❹❺❻➀ ➀ ❽❽❻➂ ➃❸➂ ❷➂❹➀ ➃❸ ❸❷❹➂ ❸❻❸ ➁ ❹❽❹❸➂ ➀❿➁➆❽❽➅❶❽❷❽➂❹❽❹❽❸➀❷❸❺❿➃❽❹➈❽➅❸➀➆❼❹➀➀➄➂➀➆➂➃➂❺❸❽➆➂➂ ➀➇❽❷➆➁❽❽➆➀❞❹❽❸➆❷❹➀❷❹❻❹➈❽➅➀❿➀❽❹❸➆❸ ❹➀❽➆➈❸➀➆➁❽❽➂➃❽❷❽❿❹➆❹➀❶❽➂❸❸➃➀➀➀❹➆❹❹❶➀❹➈❽➅➀ ❝➃❽❷❽❿❹➆➀❸❽❻❸❹➄❹➆➁❽❽➆➀➁❽❽➄❹❽❻❷❽➂➀❽❹❸ ➙➃❹❶❸➀❻❹❹❼❸❽❿❹➁❽➅❼➄❽❸➀➆➃❶❸❹❹❷❹➆❸➀❿➇❹➅➙ ➁❽❿❽ ❹ ❽❻➂❹➂ ❸❽❽ ❽❹ ❸❽❶❼❼➅➀ ➁❽➂❽➂ ➃❿ ❹ ❾ ❹➄➄❽ ➂ ➁❽❽❹ ➁❽➆❹ ➁❸❹ ❻➂ ➁❽➂ ➀❸➄➀ ➁❽❿❸➀❿➃❽➃❺➀➆❷❹❽❸➁❷❽❻❿❸➄➂❽➁❿❻➃❹❶❞❽❹➆❹ ø˙ÂÏÈÚÈ· ω ¯·˘Ó˘ ÔÁ·‡Ï Ô˙È „ˆÈÎ ÆÈ˙„˜ Ú¯‡ ‡Ï ÍÈω˙ Âȉ ¯·˘Ó Ï˘ ÏÈÚÈ ÏÂ‰È ❷➆❽❸ ❽➀❸ ➇➅❹➄ ❽❹ ❽❹➅❽❿ ➀➂ ❹➄➄❽ ➂❸ ➁❽➂❽ ❸➂❿ ❻ ➂➀➆➄❹ ❿➀❹❸ ❸❽➆❸ ❸❽❸❽➂❿➁❹❸➆❹❷❸❸❼❽➀➂➄➂❸➁❹❸❹❽❸❻❸➃❹❶➁❽❿➂❹ ❼❽❸ ❻❸➀ ❻❽➀❸ ❞❸❹❼ ❹❽❷ ➀❹❿❽ ❞➂ ➁❽➄❿❹➂ ➁❽➅➂ ❹❷❽➈➀ ❿❹➂ ❸❽❸❹ ➃❿❹➂ ❾❹ ❹❿➂➅ ❷➂➆ ❞❹➀ ➀❹❼➀❽❼➀ ➃❽➄ ➀ ❞➇❹❶ ➈❹ ❸❽➄❹❼ ➃❽➆ ❹➆➂ ➁❽➄➀ ❹❼❸➁❸❺➄➀❿➀➀❽❶❸➂➀➁❽❺❹❻❸❻❸➀❸❹➈❸❹➁❽❻❹❹❸❹❽❿➂❸❸❻❸ ➁❽➆❶➈➄➀❸❻❸➀❹➄❽➂❸❹ ßß°ÔÎÂÓ ‰È‰ßß
Marketing Blunders/ Christopher Lochhead/ www.marketingpower.com/live/content_ID=16880, 4.6.2003 Myths of Crisis Management/ Wayne L. Pines/ Public Relations Quarterly, Fall 2000, vol 45, iss 3, pg 15
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
Ô‚¯‡‰ ˙¢ÏÂÁ ˙ίډ ¯Â˙ȇ ≠ Ìȯ·˘Ó ωȷ Ô¢‡¯ ·ÈÎ¯Ó ÔÂÁ·Ï ‡Â‰ ˙¢ÚÏ Ô‚¯‡ ÏÚ˘ Ô¢‡¯‰ ¯·„‰➂➀➁❽➂❽❷➂❸➁❽➀ ❽➂❹❽➂❹❽ ❹➀❽➆➈➂ ❸❹❿ ❹➀ ➁❽➆❹➄ ➁❽➂ øÚÈ‚Ù ‡Â‰ ‰ÓÎ „Ú ❸ ❸❻ ❸❹ ❽➂ ➀❿➂ ❹ ❹❿➂➂ ➀❹❸❽➄ ❹❽❹➆❼➂ ➁❽❽➆➀ ❽❷❹➈ ➀❿ ❹➆❹ ➀❶❹➂ ➆❹❸ ❸➀❻❸ ❽❿ ➃❿❽ ❽➀ ➃❹ ➁❽➄❽➄➁➄❽➁❽➂❸➂➀❻❽❹➆➂➂❺➄❽➂❸❽❺❿➂➂➀❾➈❹❸ ❻➈❷➂❹➆❸➀➆➁❽➆❽➂❸➃➂❽➅❹➆❹➁❷❹➁❽➂❸❹➀❽❹❺❽❻➀ „ÁÂÈÓ· ÌÈÚÈ‚Ù ÌÈ‚¯‡ Âχ➁❽➂➃❹❹❶➂➀➁❽➄➄❹❿➂➁❽❻❽➀➂➁❽➄❹❶ ❹❽➆ ➁➆ ➁❽➅➆ ❸➈❽➂ ❸➄❽ ➁➆ ➁❽➈➄➆ ➁❽➀➆❹➈❸ ➂ ❸➄❹❻➀ ❹➆ ➁❽➅➆ ø¯·˘ÓÏ ❻➄➁➆➁❽➅➆❹❽❹❽❹❻➙➀➆❽❿❹❿➙➁❽➀➛➛❿➄➂❹❽❹❹❻❿❹➄❹➀➆❹❻❹❽➅➄➄❽➈ ❹❻❻❼❽➅❽➈➂❹➂➂❸➄➄❽❸➀❸➄❸➁➆➁❽➅➆➇➄➆❸➀❽❹➂❸❸❽❽➀❽❹❸➂❹ ❸❿❸❹➃❹❽➅➄❽➅❻➀➀❿❾❷➁❸➁❽❷❹➆❸➁❶❹❽➅➆➂❸➁❶❤❸❽➅❸❘❹➂❺❽❽➅➆❹❸❽❸➂❸❻❽➂ ❻➂➁❽❽❹❹➁❽❽➂❽➄➈➁❽➅❻❽➁❽➄❽❽➈➂❸➁❽➅➆◗➁❽❷➄ ❾❽➆❸➀➄➂➀➆❹❽❶❹➀❹➄❿❼❹➁❽➄❹❶➁❽➄➃❽➁❽❹❽❻❹➀➆❽➆➁❽❻➂➁❽➂ ❹➀❶❽➂➁❽❽❶❹➀❹➄❿❼➁❽➂❹❶➀➁❽❽❹➄➁❽➂❹❶➃❽❸❽❼❼➄❽➃❹❻➀❽➂❹➄❿❽❸➂ ❹❿➂➅❸➆❽❶➈❽❽❽➄❹❶ ÆÌȯ·˘ÓÏ ÌÈӯ‚❻➂❽➂➁❸❽❹❹❶➀➆❹➆❽➈➂➁❷❸❽➄ ❽➀❹➆➈❻❹❹❽❷❹❿➆➂❸➀➀❹➂❶❹❿➆➂❸➀❸❼❽➀❹❿➆➂❸➆❽❶➈❹❸➆❽❶➈ ➀❹❸❽➄ ❽❹❽➀ ❽❹➀ ❸➄❹❿➂➁❷ ❹❽❻ ❽❹➀ ❸➄❹❿➂➁❷ ➃❹➄❿ ❸❽❹➀ ❸❹❺❻ ➀❹➆➈ ❹❽❹➆❼ ➀❹➆➈❽➄❸❽❹➀❸❺❻➃❹➄❿❹❽❹➆❼❷❹❽❸➀❽❶ ❸❽❶❹➀❹➄❿❼❸❽❹➀❸❿❸❸❹❿➆➂ ➀❹❸❽➄❸➄❹➂➀❿➀➈❼➀➀❹❿❽❸➄❹➂ ❽➄❹❶❹❽❽❽➆❽➀❹➆➈❸❽❹❼➅❽❸➁❽❽❹➀ ➁➂❹❽❹➁❽➂❹❽❸➂❹➆❻❿❸➆❽❶➈❽➀➃❹❶❸❸➄❹➂➇➅❿❸❸❹❹❹➄➄❽➁❽➂ ❸ ➆❹❸ ❽➄➈➀ ❹➀❹❻ ❸❿❸ ➃❽❸➀ ➃❹➀ ø˙¢ÏÂÁ ¯Â˙È‡Ï ˙ˆÏÓÂÓ‰ ͯ„‰ È‰Ó ❸➂➃❹❻➀❹❽➂❹❽➂❹❽❸❸❷❹➆❸➂➄❸➀❽➄➀❷❽➆➃❸❽❹❹➁➆❷❷❹➂❸➀➂❹❿❹❻➈ ➁❽❷❹➆❸➀❹➀❤❸❼❽❸➀❽❹❸➀❹➀❹➀➆❹➀❹❻❸❸➂➀❾❽➆❸➀➃❹❶❹❽❹❼❹➆➀➃❽➄ ❹❽❷❹➆ ➀➆ ❹❽❹➂ ➀➆ ➃❹❶❸ ➀➆ ➁❽➂❹ ➁❸ ❸➂ ❹❻❹➀➀ ❹➄➈➀ ➃❿➂ ❻➀ ➁❽❹❻ ➁❸ ❸➂ ❹❹❹❸➀❹ ➅➆❸ ❽➆❹❽ ➁❽❶❷➂❸ ➁❽❽➈➄➆ ➁❽➄❽❽➈➂ ➂❽ ➃❽❿❸➀ ❹➈❽➀ ❹➄❹❽➆ ➀❹ ➃❹❶❹➀❹❻➅❸➄➀❻❾❹➆➀➉➀➂❹➂➀❹❿➃❹❶❸➁❸➁❽➂❹❻➀❸❼➂❹❽❻➂➀ ➁❽➂❹❶❹➁❽➈➅❸➁❽❷❹➆❸❷❷❹➆➀❽❾❿➀➆➂❷➆❽❸❽➀❸❻➀➈➀❽➅❸❶➅➂ ❹➄➀❽❹➃➂❺❾❹➀❻❼➁❽➈➁❸❿➁❽❽➈❸❸❺❽➄➂❽➅➀➆❸➀❸➄❸❸➃❿❷➆➀➁❽➈➅❹➄ ❹❽➅➆❹❷❽❻❽➀❹➀❹❻➃➀➁❽❷❹➆❷❷❹➆➂❸❽➄❹❶❹ ❻➈❸➀❹➀❹➀❹❻➂➆❹➄➂➀❸❼➂➁❼❽➀➁❹❻❹❽❹➂❸ ø˙¢ÚÏ Íȯˆ ‰Ó ˙¢ÏÂÁ ÌÈÏ‚Ó Ì‡➁❽❽❹❽➀➁❽➂❽❷❽➀ ➀❽➄❼❹➈❾❽➆❸➀➁❷❹➂❸❸❺➃➂❽➅➀❿❸❽➆❸➀➅❻❽❽❸➀ ➆❶➈❸➀ ➁❽➀❹➀➆❸ ➁❽➀❸❸ ➁❸❽➂❹ ❽❺❿➂ ➂➀ ❾➈❸➀ ❸➀❹❻❸ ❾❽➆❸➀➉➈❸➀➂➂➆❹➄➂➀❸❼➂❼❹➄➀❽➁❽❷➆➃❹❻➀ ❻➀➇❹➅➀❹❹❽➆❹❶❸➁➀❹➆➂➂❸❹❿➁❶❽❺➄➇❽❸ ➁➂➀ ❹❻➈➀ ❸➀➅❻➀ ➀ ➁❹ ❸❽➆ ➀➈❼➀ ❷➄❸ ➃➂❺❸ ➁❹➂❽➄❽➂➀❸❽❹❿➀❸
˙¢ÏÂÁ ¯Â˙ȇ
Lincoln Electric’s harsh lessons from international expansion/ Donald F. Hastings/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
¯·˘Ó ˙ˆ¯Ù˙‰ ˙ÚÈÓ ≠ È˘ ·ÈÎ¯Ó ➃❹➀❺❻➅❽➅❽❽➄❹➆➂øÔ‚¯‡· ˙ÂÈÚ· ˙¯¯ÂÚ˙‰ ÌÈÚÂÓ „ˆÈÎ ❸➀❸➄❸➀ ➁❽❷❹➆❸ ➃❽ ❽❷❷❹❷ ❹ ❻❹❽➈ ❷➆❽❸ ❽➀❸ ➀❿ ❷➂ ❹❼ ❽❹➄ ❷❽➆➀ ➃❹➄❿ ➃❹❶❸ ➀ ❸❹➈❸ ❹❿❽➀ ❹❼ ➁ ❽❽ ❸❽❿❸ ❸➄ ❻❹❹❼❿❹❹ ❻❹❹❼ ❽➅➆ ❽➄❿❹ ❹❽❶ ❸❽❶❼❼➅❹ ❸❹❽ ❽➄❿❹ ❽❽➄ ❸➄ ➁➆➈ ❹➀❹❻ ❻❹❽➄ ❿❽➆ ❸➂❽❷ ➁❽➄ ➂❻❹ ❹➀ ➀❹➆➈➀❹ ❸➄❸➀ ➁❽➀ ➀❹❸❽➄❹ ❹❽➄❽❷➂ ❽➈➅ ❽❿ ➁❽➂ ➀❹❸❽➄➀ ❸➈❽➂ ❽➆❹❽➃❹❻❽❹➃❽❷❽❿❹➆➀❹➆➉❹➂❽❸➈❽➂➁❽❷❹➆❿❸❹❸❼❽➀ ❸❿➆❸➀➁❽❽❹➁❹➅➈❹❹❽❽❻➂❹➂❹❽❽➅❻❽❽❻➂❹➂➅➂ ➀➀❹➆➀❹❽➆➀➈➂❹➄➄❽❸❾➆➂➁❹❽øÌȯ·˘Ó ˙¢Á¯˙‰ ˙ÂÚÂÓ‰ ˙ÂÏÂÚÙ‰ Ô‰Ó ❹❼➃❹❶➂❼❽❸➀❸❹➄➂❸➅➆❾➂❹❹➃➂➄➃❹❶❷❷❹➆➂❸❹❹➀❽➀❹❸❽➄❹❹➅❻❽❽❸ ❸➂❸❽➄❹❶❹➆➂❼❸➁❽➁❽➂➀➃❿❽➈❸❹❹❽➆❹➈❸➆❹➄➂➀➁❽➆❽❽➅➂❸❸❿❽➂❹ ➆❽➄➂❹❿❺➀❹❽➀➆❸➄❶❸❸❹❹❹➂❽➃❹❶❸➀❹❼❸❹➂❹❽❻❸❿❸➁❽➂➆❽➄➂➀➆❶❷ ˙ÚÈÓ Ï˘ ˙ÂÏÚ‰ ‰Ó ·Â˘ÈÁ ͯÚÏ ıÏÓÂÓ ➀➆❹➈ ➂ ➁➆ ❹❷❷❹➂❸➂ ❽➀❿➀❿ ❸➀❹❺ ➂ ➁❹❤➉➈➂❸❻➀➆❸➀❸➀➆❽❸➂❿❤➉➈❸➀➂❸➂➆❹➄➂➀❹➆❸➀❸➀➆❽❸➂❿ Ư·˘Ó ❾❽➆❸➀➇❹➅➀❤❸➆❽➄➂❹➀❹➆➈➀❿❸➄❼➄➀➁➂❸❸➀➆❽❸➂❿❷❷❹➂❸➀➃❽➄❹❽❹➀➆❹➀❽ ➀❿ ❽➅➄➄❽➈ ❹ ❷❹➄➂ ❹❽ ➃❹❿➄ ❸➂ ❸➄➅➂➀ ➆❽❶❸➀❹ ❤➂ ➆❸➀ ❽➀❿➀❿ ➀❽➆❽ ➁❸ ÌÁÂω ˙ÓÎÁ ❸❷❽➂❸➀➆❽❾❽➆❸➀❹➅❸➂ ¨‰ÚÈÓ Ï˘ „Á‡ ̯‚ßß ➁❶ ❸➆❽➄➂❸ ❹➀❹➆➈ ❹➀❹❿❽ ßßÆÏÂÙÈË Ï˘ „Á‡ ̯‚ÂÏȘ ‰Â¢ ➆❹➄➂➀➃❽➄➀➁➀❹➂➃❹➄❿❸➂ Benjamin Franklin, 1706--90 ➁❽➂❸➀❿❹❻❸❽➂❶➀
‰ÚÈÓ
¯·˘Ó ÏÂ‰È ˙‡¯˜Ï ÔÂÎ˙ ≠ È˘ÈÏ˘ ·ÈÎ¯Ó ÆÌȯ·˘Ó ωÈÏ ÊÎ¯Ó ‰È‰È ˙ˆ ·Î¯ÂÈ˘ ¨˙ÈÎÂ˙ ‡‰˙ Ô‚¯‡ ÏÎÏ˘ ·Â˘Á ➁➀❹➆➀➂❽❿❸❻➄❸❸ ❤➁❽❹❽❸ Æ˘‡¯Ó ÌÈ‚¯Â‡Ó Ìȇ ÌȘÒÚ‰ ·Â¯ ❼❽❸➀❸❹➄➂❸➅➆❹➄➀❽➙➛➛❹➄➀➀✈✈➁❹❷➄❽➅❹➄➀❸❻➆❶➈❽➀ ❽➄❿❹❻➈➀➃➂❺❹➄➀➃❽➙➙➁❽➂➀❹❸❽➄➀❽➄❿❹➀➀❷❷❹➂❸➀❻❽➀➄❹ ➙❹➄➀❹➀❽➆➈❸➁❹❻➁❽❻➂➁➄❽➁❽➂➙➙❻❽❽➀❹❹❸➂➀ ❽➄❿❹❹➄➀❽➙➙➁➀❹❿➀➃➄❿➀➃❽➄➀➃❿➀➁❽➄❹➁❽➂❸➀❿➙ ➃➄❹❿❸➀➄➂➀➆➇➅❹➄❷❹➆➀❾❽➀❾❿❸➀❹➆➂➈❼❹❹❽❽➅❻❽ ❹❸➀➀❹❿❽➀❹➄➀➅➆❸➙➙➁❽➂➀❹❸❽➄➃❽➂❸❹❹❷❻➇❹➄➀➃❽➙➙➂➀ ➆➂➀➃❹➄❿❹➄➅➆➀➁➀❹➆➂➙➙➁❽➂➀❹❸❽➄❸❻➂➂❸❹❸❽➂❽➅➆❸➀❹➂➆➀ ➙➀❿❸➁➆❷❷❹➂❸➀❹➄❻➀❸❸❿❷➆❹ ❹ ➁❹➈❸ ➆❹➄➂➀ ➃❽➄ ➃❹❶ ➀❿ ➁❽❻➂ ➂ ❽➂ ø¯·˘ÓÏ ÔÂÎ˙‰Ï ȇ„Î ‰ÓÏ ❹❽❹❽❸➀❻❽➀❽➂➃❿❹➂❸➃❹❶❽❹➆➂➂❺➄➀➁❽➂❹❶➁❸❽➄➈➀➁➆➈❸➁➂➀ ➉❽➈❸➀❹❹➀❹➆➈➃❹➂❸➆➀❹❼➀❻❸❸❸➀➀➁❽❿❽❹❷❷❹➂❸❸❾❽➀❸➀❽➆❽❹❽❼➀❻❸❷❹➂➂ ➁➄❽❿❸➀➃❽➄➂➁➆❹❷❷❹➂❸➀➁❽➆❽❽➅➂❸❺➆❸❽➆➂➂➀❻➉❹➈➂❿➁❽➂❹❻➃❹❹❶➂ ❸➄❽❼❹❽➀❶❸➉❻➀❻➀❹➄❹➄❹❼➀❻❸➀➀➀❹❽➂
Æ Æ Æ ˙‡¯˜Ï ÔÂÎ˙
Preparations can avert PR nightmare during crisis/ Sharon Berman/ Los Angeles Business Journal, Nov 1, 1999
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁❽➂ ➀❹❸❽➄ ➈ ➇ ➃❹➄❿ ❽ ❷❶❸ ❸➂ ➀➆ ❽❻ ❽➂ ❼➀❻❸ ø¯·˘ÓÏ ÌÈÂÎ˙Ó „ˆÈÎ ❹❽➁❽❸➁➀❹➆❸❽➂➀❹❿➆❸➃❿❸➁❽➂➀❹❸❽➄❹❹➁❸❽➄❸❽➅➆❸❽➄❿❹➀ ➁❽➂❸➀❹❸❽➄❽➄❿❹➃❿❷➆➁➀❹❸❽➄➀❹➁➆❽➄➂➀❽➄❿❹➃❿❸❹➂➀➀❽➄❼❹➈❸➁➆➁❽➂❹❻➀ ➀❹❸❽➄➆➁❽➂➂➂❸➃❹❶➁❽❷❹➆➀➁❽❽❽➀❹➆➈❽➈➅❸➄➀❻➃❿❷➆❹➃❿❸❸➄➀❻ ➉❹➆❽❽❸❹❹❹➆➂❸❶❸➁❽❽❽➆➁❽➅➂❹➁❽❿➂➆❽➈❷❹❷❹➆❽➈❷➀❹❼❹❽❼➃❿❸➂ ❽❽➀❹➂❽➅➇❸❹➃➄❿➃❹❶➀➉❹❻➂➁❽➂➀❹❸❽➄❹❽❼➈➂❸➁❹❻❸❿➆❸➀➁❽❽❹➁❽❻➂❹➂➀ ➃❽❿❸➀ ❹❻❘ ❹❻➈➀ ❸➄➀ ❻ ❸❽❷➂ ❿❸➀ ❽➄❿❹ ➇❸ ❹❻➈➀ ❸➄➀ ❻ ➂ ◗❸❽❷➂➆❽➈❹❸➀➁❽❽❺❿➂❸➁❽❹❷❸ ❸➂ Æ CC0 - Chief Crisis OfficerØÌȯ·˘Ó ÏÂ‰È ÔȈ˜ ‰È‰È Ô‚¯‡ ÏÎÏ˘ ıÏÓÂÓ ➁❽➂➀❹❸❽➄➀❸❽❶❼❼➅❻➈➂➃❹❶➀➀➀❹❿❸❸❽❶❼❼➅❸❻❹❽➈➀➁❹❤❹❷❽➈ ➁❽➂ ❹➈❸ ➆❽➄➂➀ ➁❽❿❷ ➀➆ ➉❽➀➂➂ ➃❹❶❸ ❹➀❹❻ ❾❽➆➂❹ ➂ ❻❽➄➂❘❽❹➈➂➀➃➄❿➂➁❽➂❸➀❹❸❽➄❹❹❸❻➄➂❹➁❽➂➁❽➀❽➄❼❹➈ ❻➈➂ ◗❽❽❼➈ ❽❿❸ ❾❷ ➂❸ ➀❹❸❽➄ ❽❿❷ ❻➈➂ ❞➁❽➀❽➄❼❹➈ ➁❽❼❽➅ ❷❹❹➂❘➂❸❽❻❹➃➂❺❽➄➈➀❽❹❹➀❽➆➈❻❽❼➂❸➅❸❽➂❹❻❹➆❷❽➂ ➂◗➁❽➀❸➀❿❽❹❹➀❽➆➈➁❽❽❹➃➄❿❽❹❽❸❽➅❻❽❷➂❹➃❹❶❷❽➈➀➆ ➁❽➂ ❽❿❸ ❹❷❸ ➁➆ ➁❽❹➂ ➁❽❽➅➆❸ ➁❽➀❸❸ ➀❿ ❷❹❹➂ ➁❽➀❽➄❼❹➈ ➁❽❹❷ ❽❿➂❹ ❷➄❿❹➂❸❾❹➆❹➂➀❹❸❽➄➀❹❽❼❼❹❹❽❶❼❼➅➇❼❹❾❽➆➂❷➄❸❹➈❽❷➆❸❷➅ ➀❿❹➆➂❸❽❸❽❾❹➃❽❘➀➛➛❿➄➂❸Æ Æ Æ ˙‡ ÏÂÏÎÈ Ìȯ·˘Ó ÏÂ‰È ˙ˆ ❽➂➀❸➄➂❹❹❽➀❸➄➂❹❽❽➅❻❽➀❸➄➂❽➀❹➆➈➀❸➄➂◗❹❹❸❽➄❹❽❷ ➀➆➈➂➀❸➄➂➆❷❽➂❹❿➆➂➀❸➄➂➁❽➈➅❿➀❸➄➂❹❿❽➀❸➄➂❹➄ ❹❿❽➀➆❸➄❹➂➂➀➂➂❽➅❻❽➀➆❸➄❹➂➂❹❻❽❼❹❽➃❹❻❼➀➆❸➄❹➂➂❸ ❽❽➄❹❶➁❽➄➈❹➀➆❸➄❹➂➂❸➀❽❸❽➀➆❸➄❹➂➂❸❽➅❸ ❹❹❸❽❿❺➂❹➁❽➂➀❹❸❽➄❸❻➂➂❸❸❻➂❹❹❽❽➅❻❽❻➂➉➆❹❽❽❼➈➂➉➆❹❽❹➀❻➂ ➀❹❸❽➄❹❽❼❼❹❽❶❼❼➅❽❷➆❽❽❷❶❽ øÌȯ·˘Ó ÏÂ‰È ˙ˆ ˜ÂÒÚÈ ‰Ó· ➁❽➄ ❷➆ ➀ ❹❻❹➀➆❽❹❹❽❹❿➂➅❶➀❷❽❹❼➀❻❸➀❽➀❹➈❽❼➀❹❽❹➈❽❷➆❽❷➅➆❽❹❹➀❹❻➃❹❷❽➁❽➂ ❷❹❹❽ ➃❹❶➀ ➁❽❹❷ ❽ ➁❽➂ ➀❹➆➈ ❽➀❸❹➄❹ ➁❽➂ ➀❹❸❽➄➀ ❽➄❿❹ ❽❹ ❾❽➆❽ ➁❽➄➂❺ ➁❽➀❸➄➂❸➆❹➂➀➀➛➛❿➄➂➀➉❹➆❽❽❹❹❹❶➆❷❽➂➈➅❽➃❹❶❸❽❹❸❹➈❽❷➆➀❸❿❹❺➁❽➂➀❸❹➄ ➂➀❸➂➁❽❽❿❸➁❽➀❸➄➂➀❹ ❷❶❸➁❹❻➃❹❶❸➀❸❽➈❹➅❹➀❽➈❸ øÌȯ·˘Ó ωÈÏ ˙ÈÎÂ˙‰ È·ÈÎ¯Ó ➁❽➀❽➄❼❹➈➁❽➂➂❽❽➄❿❹❸➀➆➈❸➀❽❽❹➂❿➃❽❽➈❹❽➆❹ ➀❸❹➄❸ ➀ ➁❹❽❸❹ ➁❽➄❹❿❷➆❸ ❻❹❹❽❷❸ ❾➆➂ ❸➄➂ ➁❽➂ ➀❹❸❽➄ ❽❷➆❽ ❽ ❸➂❽➆ ❽❹❷❻ ❸❽❷➂ ➁❹❻ ❹➀❹➆➈ ➁❽➂ ➀❹❸❽➄ ❹❹ ❽➄ ➂❽ ➃❹❷➀➀➁❽❷❹➆❸➀❿➀❸❽❻➄❸❹❞➁❽❽➄➂❹➁❽❽➁❽❹❷➂❽❹❽➀ ❹❼➄❽ ➁❽❽❷❽❽➂ ➁❽❷➆ ➂❽ ❻ ➁❹❶ ❹ ❸❽❷➂❸ ➁➆ ➆❹❸ ❽➄❿ ❽➂❹❻➀➁❽❽➈❽➀❻❹❹➂❹❽❹❹❽❽❼➄❼➀➃➂➀➆➈❸➀➁❹❽❻❽➄❿❹❽➀❸➂ ❻➆❷❽➂❹➆❽➈❷❹❷❹➆❽➈❷❽➀❻❹➀➂❷❹➈➀❹❺❻➀❽❷❿❸➄❼➄❹➀❹➆➈➆❷❽➂❹➁➀❶ ➁❽➈➅➁❽❽❺❿➂❹❻❹➀➁❽❷❹➆➀➄❿❷❹➆➂❸➂❽❻❹❹❽❷❽➈❷❾❹➁❸❸❽❸❽➃❹❶❸➀➆ ➁❽➄❹➈➀❼ ➁❽❽➅➆➁❽❽❻➁❽❽❼❽➀❹➈ ➁❽❽➂❹➂ ❸➆❷ ❽➀❽❹➂ ➁❽❽➅❹ ❽➂❹❶ ➁❽❽➈➂ ❹❽❹❽➆❹ ➁❽❼❹➆❽➂ ❹❽❻ ❹❽➀❽❸ ➁❽➀❽➆➈ ❹❹ ➂❽ ❽➄❹❼➀ ❹❷❹ ❹❹❿ ˙ÂÁψÂÓ‰ ˙ÂÈÎÂ˙‰ ➁❽❽❹❹❽❹➁❽❽➈➄➆➁❽❻➂❹➂➂❽➃❹❶❸➀❹➅❽➆❸❽➂❹❻➀❹❽❼➄❹❹➀❸ Æ❛‰¯·Á‰ È„·ÂÚ È„È≠ÏÚ ÂÓ˘ÂÈ ÂÒ ¨ÂÁ˙ÂÙ ¯˙ÂÈ· Is your business prepared/ J.A. Gerber, E.R. Feldman/ Journal of Accountancy, Apr 2002, vol 193, iss 4, pg 61 ❛
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
¯·˘Ó‰ ÏÂ‰È ≠ ÈÚÈ·¯ ·ÈÎ¯Ó ❸➀❸➄❸ ❽❽❻❽ Ɖ¯‚˘‰Ó ‚¯ÂÁ Ú¯‡ ˘Á¯˙È ø¯·˘Ó ÏÏÂÁ˙Ó˘ ÌÈÚ„ÂÈ „ˆÈÎ ➃❹❶❸➀❹❼❸➁❸➀➆❽➀❽➀❸➆➈❸❹➀❸❹❹❼➀❻❸➀➀❸❽❿ ❹❻❹➀➁❽❷❹➆➁❽❽❽➆❸❷➆❽❸❽➀❸❷❷❹➆❽➃❽❽➄➆❹➂❸❽❷➂❸➂ ❽❹❽❹➀❶❽❸➀❹➆❷❽➂➀➀❹❽➈❽❹➀➆❸➀➁❽➈➅❹❸➀❽❸❽❶❽❸➄➂ ❽❶❸❽➅➆❸❷❹❽➂❸➂❸❻❸ ➀❹❼❸➁➀❹❽➂❷➀❽➈❺➄➁➂➀❽❺❿➂❸❷➆❽❸ ø¯·˘Ó ÔÓÊ· ÌÈ„ÚÈ ➂❹❹❸❹❽➆❾❹➈❸➀❹❽❸❽➁❽❷➆❽❸➂➀❻➁❽➂❽❽❹➅➂➁❽➂➃❹❶❸ ➂➁❽➂❹❻➄❿❸➃❹➄❿➀➆❶❷ ø¯·˘Ó ˙Ú· ‰È‚˯ËÒ‡➃❹❶❸❹❼➀➁❽❽❹❽❻➁❽➄❽❽➈➂➀ ❹❽ ➀ ❸❹❻ ❹➄❽ ➁❽❽❽➆ ➁❽➅➂ ❸❽➂❻❸❹➀ ❻❹❽➈ ➁❽❽❽➆ ❷➆❽ ❽➀❸ ❻❹➀❽➈❹ ❽❹❸❽❺ ➀➆❹❽❸➂❿❷❹➂➀➀❸❽➆❹❸❺➀ ø¯·˘Ó ˙ˆÈ¯Ù ÌÚ ËÂ˜Ï ˘È˘ ÌÈ„Úˆ‰❹➄➂❽❸➂❹❹➄❿❹❻❽➈ ➁➆ ➃❿➂ ❻➀❹ ➃❹❶ ➁❽❽❿❸ ➀❹❸❽➄❸ ❽➄ ➁➆ ❹❽➀ ❸❽➆❸ ❹➈➀ ❹➅➄➀ ➂❸ ➃❶➂❽❿➂❜➁❹❽❻➀➀❹➈❽❼❸❽➆❸➀❽❽➀❽➀➈➆❹❸❼➂❹❽➂❹➂❸❹❽❹❸ ➂❸➂➁❽➆➈❹➂❸❷➆❽❽➀❸❹❸❺➀❹❽❸➁❹➀➀❹❹❽➀❸➄❿➅❽➁➁❽➀❹❻❽➁❹❷❷❹❷ ❸➆❸➀➁❽❽❽➆➁❽➅➂❽❷❶❸➀❸❻❹❹❼➀❽❹❹➀❽➆➈➀❹❽❹➈❽❷➆❷➅➆❹➀❹➄ ➃➂❺ ❷➆❽❸ ❽➀❸ ➀❿ ➁➆ ➀ ➃❹❶❸ ❹➀❽➆❽ ❶❽❽➀ ➁❽➀❹❿❽❹ ➁❽❻❹❹❷➂ ➁❽❹❷❸ ❷❹❹➀ ❹❽❸➂ ➆❹➄➀ ➀❿ ➂❸ ❽➈❹ ❸➄❹➂ ➁❽➂❽➀ ❹➆➀ ❹❷➂ ➆❹➄➀ ➀❹❿❽ ➂➀ ❸❹❶❸ ÌÁÂω ˙ÓÎÁ ➃❹❶❸❷❽➂➆❸➀➀❹❿❽❷➄❸ Ï·‡ ¨‰ÏÂÚÙ ˙ÈÎÂ˙Ï ÌÈÂÎÈÒ ˙ÂÈÂÏÚ ˘È¢ ❹❹➄➂❽❸➂➆❹❶➈➀❹➃➄❹❶➂❸❷❽➈ ßßÆ‰È˘Ú È‡ Ï˘ ÂÏ‡Ó ÌÈ˙ÂÁ٠̉ ➃❿➂❻➀➁❽➄❻❽❹❼❸❹➂❹ John F. Kennedy, 1917-63 ➃➀
¯·˘Ó‰ ωÈ
‰¯‰Ê‡ ÈÓÈÒÏ ·Ï ˙Ó¢˙ ≠ Ô¢‡¯ ·Ï˘ ≠ ¯·˘Ó‰ ÏÂ‰È N❿➂❷❹➂❸❸❺➀➀➁❽❻➂➁❽➅➆❸➁➀❹➆➁❽➂❸➂N ‰¯‰Ê‡ ÈÓÈÒ ❹➀❻❸❸❽❿❸❸➀❸➄❸❸❷➂➀❹➈❽❼➅❹❻❹➃❹❿➄➀➀❹➈❽❼➂❸❹❿➁❽➆❹➄ ➃❸ ➀➈❼➀ ❹❻❼ ➀ ❹❽➂❽➄➈❹ ❹➄❼ ❹❽➆ ➁❽❿❹➂➂❹ ➁❽➀❶❹➂ ➁❽➆❹❿ ➁❽❹❽❹❺❿➂❹❽➅➄➄❽➈❹❹ ø¯·˘ÓÏ ÌÈÓÈ„˜Ó‰ ‰¯‰Ê‡‰ ÈÓÈÒ Ì‰Ó ➀❽❶ ❽❻ ❹ ➀ ➁❽❽❿ ➁❽➀❸➄➂ ❹ ➀➛➛❿➄➂ ❹➆❸❹ ❻❹❽➈ ❻➂ ➀❹❸❽➄➀❽➄❿❹➀➀❹❽➅➆❽➄❿❹➀➀❸❹❽❽➄❿❹➀➀❹➀❽➆➈❸❽➈ ❾❹➂➄➀❹➂❸❷❹➆❽➅❻❽❼❽➁❽❷❹➆➀❸➂❸❹❽➄❿❹❹➅❻➂❹❽❹❽➆❹➆❹➂➁❽➂ ➈➅➂❸❽➀➆❹❽❹➈❹❿❹➄❹❹❹➀❹❻❽❼❹❿❽❹❽➆➁❽❷❹➆❸❻➂❹ When bad things happen to good hospitals/ Mark Newmyer/ www.marketingpower.com/live_ID=16329, 4.6.2003 ❜ A whole lot of spin & zip/ Jim Walker/ Writers Club Press, 2001/ ISBN 0-595-21044-9/ pg 59 ❜❜❜➀❜❜➁❽➄❸➃❽➁❽➂❻❽➄ ICM - Institute for Crisis Management➁❽➂➀❹❸❽➄➀➃❹❿➂❸➅❹➂ Averting Disaster/ Peter Strozniak, Jill Jusko/ Industry Week, 2.12.2001, vol 250, iss 2, pg 11
❽ ➉➈❸ ❹❽❹❽➄ ➁❽➂❹❸ ❽➀❷❶➂ ➀➆ ❹❼❸ ➈➂ ❽❻ ➂❼➈➅➀ Ɖ¯‰Ê‡ ÈÓÈÒ Ï˘ Ï˘ÂÎ ÏÂ‰È ➅❼➅➁❽➆❶➈➄❸❹➆➁❽➀➄❽➂➁❽➂❽❹❽❹❹❺➅❼➅➇❽➄➅➀❷❹❹❷❽➂➁❽➅➄➀❹➂❸❻❷❹➆❸➀❸❹❹ ❸❷❹❹❷❽➂➀✈✈❿➄➂❽❼➈❸❹➅❽❿➂❽❹❸➀➉➀➄➁❹❿➅M ➀➁❹➀❹➂➁❽❺❶❸❹➀❸➀❸❸❽➀➈➅➀❸❹➄ ➅❼➅❹❽➀❹❽❽❸➄➈❹➅❻❽❽❸➀❸❿❺➀❻➀❸➆➈❹❸➀➆➃➄❹➀❸➀➆❹❸❻➀➁❽➂❽❸➂❿➅❼➅➀❸➄❸➀ ❽❺❻❸➀❸➆❽❸❹❽❸➀➆❸➀➄❸➅❼➅❹➄❹❽➆❹❼➄❼➄❽➁➅➈❸❹➈❽➅❸❷➆❸❹❶➀❸❿❺➀❹➄❹➀➀➆❺❻❹ ➁❽➄❾➂➀➂➆❸➄➄❶❹➂➁➃❹❿❽➅❹➂➂❸➂❸➀❸➄❸❸❹➂➀➆❸❹❸❸❺❽➄➂❽➅➀❹➅❻❽❽❸➅❹❻MM❸ ➀❿➀➁➄❽❻❹➂❹➀❿❹➈❽➅❹❸➂➂❽❹➆❻❹➈➄➃❹➅❸➅❷➀➄❹❷➂➇❽➄➅➀❸❿❹➈❸❸❸❹❶➀❸❹❹❸❺ ❸➀❸❸❽❷❹➆ Managing your reputation/ M. Seid, Kay M. Ainsley/ www.Entrepreneur.com/article/0,4621,294000,00.html, Oct 22,2001
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❹➅❻❽❽❸➀❹❿❹❺➀➅➂❽➆❹❽➃❹❻❽❹➃❽❷❽❿❹➆❹➆❹❽❼➈➂❹➆❽➀❶❹❻❹➀❹➄❹➀ ➁❽❹➆❸➂➁❽❽➅➈➂ Ɖ¯‰Ê‡‰ ÈÓÈÒÏ ·Ï ÂÓÈ˘È ÌÈÏ‰Ó˘ ·Â˘Á❹❽❽➅❹❽➆➀❹❿➀❹➈❽❼ ➀➆❼➀❸➀➂❸❽➆➀➈❼➀❹❽➀❹❺❸❽❸❽❹➀➆❸❹➂➀❽❻❿❹➄❸➀➁❶❸❽➆❸➁❽➄➂❹ ❶❹❸✈✈❹❽➀❼➄➂❹❼➄➀❽❸❸❺❽➄➂❽➅❻❹➆➀❻❽➀❸➀❽❷❿➉➈❸❻➂ ❷➆❹➂❸❸❺❽➄➂❽➅➀➆❸➀❸➄❸➁❽➄❿❷➆➂❸➁❽❷❹➆❹➀➂❶➂❸❹❿➆➂❷➅❽➀➁❽➄❹❶➀➆✈✈❻❽➀❸ ❽➄➂❽➅ ❻ ❹➆➀ ❹❷❽➈➂ Crisis Center➁❽➂ ➀❹❸❽➄➀ ❺❿➂ ➁❽❸➀ ➉➀➂❹➂ ➁❹❻❸ ❸❸❺ Ï˘ ÂÓÂÈ˜Ï ˘ÁÎ˙‰Ï ‰¯‰Ê‡ ÈÓÈÒÓ ÌÏÚ˙‰Ï ÌÈ‚¯‡Ï ÌÈÚÈÈÒÓ‰ ‰‚‰‰ ÈÂ‚Ó Ì‰ ÂÏȇ ❽➄❸➁❽➄❶❹➂❹➄❻➄➁❽➂➁➆➁❽❷❷❹➂➂➁❽❻❸❻❿❸➃❹❸ øÁ˙Ù· „ÓÂÚ‰ ¯·˘Ó ❹➄❻➄➁❽➀❹❷❶❸❿❹➄❻➄ ❸❽➄➂❹➀❶➂❽❽➀❸➂➂❹➂➁➆➈❸➀➁❽➂❽❹➅❻❽❽❸❽ ❸❽❺❽➀❹❼➀❼➄❽ ❽❽➂❻❸ ❹➄❹➇❷❹❸❺➁❹❶➂❸❺➂➉➈➁❸❿➀❸❽➆❽❸➁❽➄❶❹➂ ➁❻➀ ❽❸❹❽❹❹❹❹❹❻❸➀❽❹❿❽➅❸❷❹❷➂➀❽❽➄❽❹➅❻❽❽❸➀❸❿❺❽➂❽➄➈➀ ÌÁÂω ˙ÓÎÁ ➃❹❶❸➀➆➆❽➈❸➀➀❹❿❽➀➂ Ì„‡˘ ‰Ó ÏÎ ª˙ÈÓˆÚ ˙ÈÓ¯˙Ó Ï˜ ¯˙ÂÈ Ôȇ¢ ❽➂➆➀➆❹➈➀❻➀❿❹❻➂❹➀❹❿ ßßÆ˙Ó‡‰ Ì‚ ‡Â‰˘ ÔÈÓ‡Ó ‡Â‰ ¨ÂÏ ˜˜Â˙˘Ó ❻❸➂ Demosthenes, 384-22 BC
‰¯Î‰
¯·˘Ó· ‰¯Î‰ ≠ È˘ ·Ï˘ ÂÏ˘ ˙ÈÏÏÁ‰ ÔÈ· ˙¢‚˙‰ ‰˙ȉ˘ ÔÂÂÎ˙Ó ‡Â‰ Æ ➙È˙ÈÈÚ· ·ˆÓ· ÂϘ˙➙ ≠ ÁÂÂ„Ó Ò„‰Ó˘Î
‰¯Î‰ ≠ ¯‚˙‡Ó ÈΉ ·Ï˘‰ Æ˙ÈÈÚ¯‚ ÁÂÎ ˙Á˙ Áˢ· ˜ү˙‰ ÌȘÏÁ‰Â ¨ÌÈÚÒ ÒÂËÓÏ ❾❹ ❸❽➆❸ ❶❹❹❽➅ ❹➆❼ ❹❹➆ ➁❽❽➆➀ ❹❻ Ư·˘Ó ˘Á¯˙Ó ÏÚÂÙ· Ô·˘ ➁❽➂❸❹➁❽❽➅❽➈❸➁❽❼❽❸➀❹➅❻❽❽❸❽❹➁❽❽➄❿❼❸➁❽❼❽❸❹❷➂❸ ❹❿❺➀ ❸❹❻ ➆❹ ➀ ❸➂ ➂❸ ❹❽❸ ❽❸ ❹❽❸ ➀ ❸➅❽➈❸ ➃❹❻❼❹❹❽❹❽❶❹➅❹❷➂❹➆➈❸➀➆❿❷❻❹❽➂➀❿➀➁❷❹➃❿❸➅❼➄❽ ¯·ÚÂÓ Ú¯‡ ÏÚ Ú„ÈӢΠÌÈ˘ÂÚ ‰Ó ø‡Ï ‡ ÔÎ ≠ Ìȯ·˘Ó ω ÏÂÚÙ˙ ≠ Ô¢‡¯ ‰˘Ó≠·Ï˘ ❹➂❸❹➄➂❽❸➂➃❹❻➀❸❹❻➁❷❹ ø˙ίÚÓÏ ÈˆÈÁ ‡ ÈÓÈ٠̯‚ È„È≠ÏÚ ¨Ô‚¯‡‰ ·Ï ˙Ó¢˙Ï ❹❷❹❸➀ ❷❽❽➂ ❾❹ ➃❽ ❽➀❽➄❼❹➈ ➂ ➀❿ ❹➅❻❽❽❸➀ ❹❿❺➀ ❹❸ ❽➀❿➂ ❸❽➄➈ ➀❿ ➀➆ ➁❸ ❼❽➀❻❸➀ ➃❹❶❸ ➀➆ ➃❽➂ ❹➂❸ ➂➄ ➁ ø‰ÈÙ‰ ˙·˜Ú· ‰ÓÊÂÈ ÏÂËÈÏ Ì‡‰ ❸➂ ❹❺ ❸ ➁❽ ➁❽➂ ❽❸ ❹➆➂➂ ❹➀➂ ❾❽➆❸➀ ➃❽➄ ❽➄➈➀ ❷❹➆ ➁❽➂ ➀❸❹➄ ➀➆➈➀ ❹❹➁❽➅❽❽❶➂❽❹❽❻➁❹❿❽➅❹➆➆❷➀❹❽❹❹❽❻❶❸➄➃❹❶❸❻❽❿❹➂❾❿❸➄❹➄❸❼➀❻❸ ❹❻❿ ➁❽❽❿❸ ➁❽➀❸➄➂ ➆❷❽❽➀ ❽ ➁❽➂ ➀❹➆➈➀ ❾❹➆ ❹➄➄❽ ➃❹❶ ❸➂ ➁❽➂ ➀❹❸❽➄ ➁❽❻❽❿❹➂➁❽❽❻➁➄❽➁❸❿➁❶❹❽❻➁➂➆➀➆➁❽❻❹➀➁❽➂➀❹❸❽➄➀➁❽➄❿❹➂❸➁❽➄❹❶ ❻❹❹❼➀❹❽❻❹❹➀➆❶❷➁❽➂➀❹❸❽➅➀❹➀➀❿❹❽➀➁❽❷❹➆➀❹❻❹➀➀❽❽➂❹❸➄❿❸❶❷ ❹❹➂ ❶❽➄ ➃❹❶➀ ❻❹❹❼ ❿❹ ❹❽❻❹❹➀❹ ➁❹❽ ❾➂❸➀ ➁❽❽➄❹❽❻ ❸❽➅➀❹ ➁❽➄➀ ❸❶❷ ➁➀❹➈❽❼❹➉❹➀❽❻❸➀❸❹➀❹➆➈➁❽❹➆❷❽➂➇❹➅❽➆❹❸➀❽❷❽❽➂❽➁❽➂➀❹➆➈ ➁❽➈➅➂ ➇❹➅➀ ❽❷❿ ❸❷❽➂❸ ➀➆ ❽ ❿➆➂ ➆❹❸ ➀❽❻➀ ➃❹❶❸ ➀ ❽➄❹❸ ❸❹❶❸ ➇➅❹➄➂➀➀❽❹❸➀➀❹➀➆❹❻❽❸➁❽➂➀❸❹➄➀❽❷❽❽➂➀❹➆➈➀❾❹➆❹➄➄❽❹❹➁❽❽❹❷➂
Managing Crises before they happen: what every executive and manager needs to know about crisis management/ Ian I. Mitroff/ AMACOM, 2001/ Managing Corporate Crisis (book review)/ Lane Jennings/ Futurist, May-June 2001, vol 53, iss 3, pg 52
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❹➄➄❽❹➀❷❸❹❻➂➂❸❽➈❹➀❽❹❷➂➃❹❻❾❹➆➀❽ Ư·˘Ó‰ ÔÂÁ·‡ ≠ È˘ ‰˘Ó≠·Ï˘ ➁❽➆❶➈➄❸➈➅➂❹➂❸❽➈❹❷❶❹❸➀❷➆➁❽❽❼➅❷➁❽❷➆❼❹➄➀➃❽❽❸➀❽❻❹ ➁❹➂❹➃➂❺❾➂➅❹➂➁❹❶➀❹➆❹❸➀❹❹➂➅❻➄➁❽➂❷❹➂❸❸❺❽➄➂❽➅➁❹❷➀❹❻➆❹❷❽ ➁❽➄➂❽➅➁❽➂➁❹❻❸❸❷➆❹➂❽➄➈➀➁❸❽❹❹➁❽➄❹➄➀➀❿❾❷➁❽➂➁❽❽❹❸ ❸➀❹➀➆❸❸❷❹➆➁❽❹❽❸➆❸➁❽➂❹➅❻➂❹❹➄➁➂❹❷❷❸➂➆➄➂❸➀➃❽➄➃➂❺❹➀ ➉➈➂➆❶❸➂❷❽➆➆❷❽➂❸➂❽❺❽➆➆❹➄➂➀➃❽➄❷❽❿❷❹➂➀➀❽➇➅❹➄➂➀➀❽❹❸➀ Ô·˘ ‰¯Î‰Ï ˙Ú‚‰˘Î❹❷❹➅➀➆❹➂➀➃❽➄➀❹❸❽❷➂❸➀➀❷❶➂❽❿❹❿❺❻➂❽➃❹❶❸ È„ÈÓ ¯ÁÂ‡Ó ‰È‰È˘ ÈÙÏ ÈËÏÁ‰ ‰È‰ ¨˙ÂÊȯʷ ÍÎÏ‰Ó ÔÎ˙ ¨ÂÈÈÈÙ‡Ó ˙‡ ‰‰Ê ¨ı¯Ù˙‰ ¯·˘Ó Æͯ„Ï ‡ˆ˙Â
¯·˘Ó ÏÚ ˙ÂËÏ˙˘‰ ≠ È˘ÈÏ˘ ·Ï˘ ¨ÂÈȉ„ ≠ ÌÈÚÂ„È ‡Ï ̉˘ ÌÈÚÂ„È ˘È ÆÌÈÚ„ÂÈ ÂÁ‡˘ ÌÈÚ„ÂÈ ÂÁ‡˘ Ìȯ·„ ≠ ÌÈÚÂ„È Ì‰˘ ÌÈÚÂ„È ˘È˘ ‡Â‰ ¯ÒÓ‰➙ ÌÈÚ„ÂÈ ‡Ï ÂÁ‡˘ Ìȯ·„ ≠ ÌÈÚÂ„È ‡Ï ̉˘ ÌÈÚÂ„È ‡Ï Ì‚ ˘È Ï·‡ ÆÌÈÚ„ÂÈ ‡Ï ÂÁ‡˘ ÌÈÚ„ÂÈ ÂÁ‡˘ Ìȯ·„ ❽❿❺➂❷➀➈➅➂❷➀➄❹❷➙ ÌÈÙÒ ÌÈÚÂ„È ‡Ï ̉˘ ÌÈÚÂ„È ‡Ï ‰ÓÎ ÌÈÏ‚Ó ÂÁ‡ ‰˘ ÏΠÆÌÈÚ„ÂÈ ‡Ï ÂÁ‡˘ ❽❽➂❸❸➄❶❸❸ ÌÈ·ÈÈÁ Æ˙ÂÏÈÚÙ· ÈËȯ˜ ·ÈÎ¯Ó Âȉ ˙ÂÈËÏÁ‰ ¨¯·˘Ó ÏÚ ˙ÂËÏ˙˘‰ ·Ï˘· ˙ÂËÏ˙˘‰ ❸❽❽➆❽➂❽➆❼❹➂➁➁❶❽❸➀❿❸➀❹➆➈❸➈❽❷➆➁❽❽➆➀Æ„ÈÈÓ ˙ÂËÏÁ‰ Ï·˜Ï ❼➆➂❽➁❽➆❷❹❽➀❸➂➁❽➆❷❹❽➀❹➀➆❹➀❽❻❽❺❿➂❸❸❽➆❸➀➀❿ ❹➆ ➁➆ ❷❷❹➂❸➀ ➀❸➄➂❸ ➀➆ ➃❹❿➄ ❸➂ ➁❽➆❷❹❽ ➀❹ ➆❷❽➂ ❽❷❽➂ ❹❽ ❹ ❽❷❽➂ ➀❻➂❼➀❹❹➂➀❹❷➂➀➀➉❽➀➂❽❼➈➂❸❸➀❻➂❸❹❶➄➂ ➈❼➄❹❽➄➂❽➀➆➀❻➂❷❽❽➂➁❽➄❹❽➆❽➅➂❾❹➆➀❹❽❸❽➅❻❽ ❹❿❺➀ ❹❻ ❹➄❿❽❸ ❽➄❻➂ ❿❽➆➀ ➁❽➄ ❸➂❿➀ ❹❷➆➂ ➁❽➂➀➆➄ ➁❽➅❷➄❸➂❸ ➁❹➂ ➈❹❹ ❷➆❽❽➀❸➃❿❷➆➀❹❹❸➂➂➀❽❽❻➀➛➛❿➄➂❸❽❼➈➂❷➂➆➂➂❹❽❸❹❻❹➄❽➂❽➄❹➀ ➁➆❹❽❹❼❷❷❹➂❸➀➁❽➆❷❹❽❹➄❹➆❽➀➆➁❽➄❹❶❺❸➆❽❾➂➅❹➂➀❻❹❸❽➂❻ ❽➄❹❽➀➈❿➙➅➂❽➆❹❹❻❿❹➄❽❷❽❽➂➂❸➀➆❽❶❸➀➃❹❶❽❿➀❸➄➂➀➆➂ ➁❽❷❹➆❸➂❸➀➆❹❼➀❸❸➀➂❸➂➁❽❹➅➆❸➁❽➄❹❹➀❽➆➈❸➀❽➙❽❻ ➀➛➛❿➄➂❸❷❹➂➆❽➂❸❹❹➁❽❹❹❸❽➄➃❽❸➂❹❻➁❹❹➈❼❹❽➅➆❹➀❽➆➈❹❿❽➂❽ ❻❽❿➀❸➄➂❸➄❹➂❽➇❼❹➀❹➆➈❹❹❹ ÌÁÂω ˙ÓÎÁ ÏÚ ˙ÂËÏ˙˘‰ ÍÈω˙· ‰˘Ó≠È·Ï˘ ❽❹❸❽❺➃❹❸➄➂➀ Ư·˘Ó ßßƉÏȉ˙‰ ‰Ï„‚ ÍÎ ¨È˘Â˜‰ τ‚Îßß ➇❹➅➀❹❹❷❹➆❸➇❹➅➀➂❸ Marcus Tullius Cicero, 106-43 BC ❷❽❽➂❽❽➂➆❹❹❸❺➀❸➂➁❹ ➂❸ ❷❹❷❽ ❽➄ ❸➄➂➀ ❸❽❹❸ ❸❹❸ ➀➆ ❸➆➈❸ ❽ ➁ ➆❷➀❹ ❹➀❹❸❽➄ ➈❽ ❸➀❽❸ ❹❹ ❹➀❽➆➈ ➃➂ ❹➄➈➀ ❽ ➁ ➃❹❻➀ ❸❽➅❸❹ ➃❹❶❸ ❽➀❻ ➂ ❽➀❹❸❽➄❹ ❽➅❽➈ ❹➆❼ ➁❽❽➄❹❽❻ ➁❽➂❹❶ ➆➀ ❹❽➀➆ ❹➂➆ ➆❹❸ ➀➆ ❼➀❸➀ ➀❶❹➅➂ ❹➄➄❽ ➃❹❶❸ ➁ ❽➅➂ ➀❹❸❽➄ ❹❹ ➂❸ ➀❹❸❽➄ ❽❽➀ ❸➄➂➀ ❹➂➆➂ ➁➀➆❽ ➀❹➈❽❼ ➀ ➂ ❻❽➄❸➀ ❸❹➂❻ ➁❽❽❻❽➀➆➁❷❽➄➁❽➆❶➈➄➀➈❼➀➁❷❹➆❹➀❿❸➄❹❸❹➈❽❷➆❸❷❹➆➀➀❽❻➂➁❽➂ ➁❽❽❹➈➉❹➀❽❻❽❹❹❻❹➀➀❸❻❸➀➆➃❹➅➀➛➛❿➄➂❽❶❸❹➂❿❹➄❻❽❶❸➀❹➅❸❽➅❸❹ www.timble.me.uk/funny/rumsfeld.html, 9.12.2003➃➂❹❹❷❹❽❷ The Enron endrun - PR lessons from accounting debacle/ E.I. Lordan/ PR Quarterly, Fall 2002, vol 47, iss 3, pg 22 Speakers library of business stories and anecdotes/ J. Griffith/ Prentice Hall, 1990/ ISBN 0-13-826983-1/ pg 276
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❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❹❶➀ ➀❽❹❸➀ ➀❹➀➆ ❽➄❹❸ ➂ ➀➈❼➀ ➀❹❿❽ ➅❹❻ ➁❽❽➂❹➂ ➁❹❽❻ ❽❹❹➀ ➆❽❽➅➀ ❽❷❿ ➀➄❹❽❶➃❹❶❸❽❹❽❸➁❸➃❻➂➀❻➈➂❸❽❹➂❸➂❸➂❸❹➂❻❹❽❸❸ ➁❽➆❶➈➄➀❽❽➂❹❸➄❿❸❶❷➆❽❸➀❹❹❽❸➂❽❶❸➀➁❽➀❸➄➂❸➀❹❿❽❸➄❹➂➃❹❹ ❹➄➄❽❹❸❸➂➀❷➆❸➀❶❹❸❹➆➈❸❹➂❸➀➆❽➄❹➀❼➀❸➀❻❽➀❸➃❹❶❸❻➀ ❽➂❹❻➂ ➀❻ ❷❹➈❽➀ ❽❺❻❸➀ ❸❽ ➃❹❶❸❹ ➃❿❽ Ɖ„·ÚÏ ÌȯÊÂÁ ‡·‰ ·Ï˘· ➁❹❽ ❸❹❹❸➂ ❽ ➁ ➁❹➀ ❷➂❹➆❹ ➀❽➆➈ ➃❽❽❷➆ ❹❸ ❹❻❹➀➀ ❹➀ ❸❼➂ ❽➈❸ ❹❽❸➂ ❹❹➀❽➆➈ ❹❻➂ ❹❿➆➂ ❹➀➆➈❹❽ ➃❿ ❽❹❽❶ ❽➄➂➀ ❹➆➀ ❽ ❸❻❸ ❽➄➂ ❹➀❽➆➈➀ ❹❺❻➀ ➈ ❽➄➂❺❽➈❽➀❻➃➂❹❻➀❽❽❹➄➈➀❸➁❽❼❽❸➆❷❽➂❸➀❿❺❿❹❽❹❹❽❽❼➄❼➀❹❹
ÈÏÏÎ ≠ ¯·˘Ó ÔÓÊ· ˙¯Â˘˜˙ ≠ ÈÚÈ·¯ ·Ï˘ ➀❹❸❽➄➀❸❻➂❹➂➀❹❽❹❽❽❷❽❽➂❺➆❸➀➉➀➂❹➂ø¯·˘Ó ÚÈ‚Ó˘Î ÌÈ˘ÂÚ ‰Ó ❹❹❻❸❾➀❸➂➆❹➀➆❻❹❹❷➀➀❶❹➅➂❷❻❸➃❷❽➆❸❽❷➂❸❹❻➂➁❽➂ ➁❹❻ ❹➈❸ ➀ ❹➆❼❹➂ ❹❼➀❻❸ ❹❽❸➂ ❸❹ ❽❶❸➀ ➃❹❶❸ ➀➆ ÔÂÏÁ˘ ¯ÂÎÊ➃❹➅➀➀❽❹❸➀➁❽➀❹➀➆➃❹❿➄➅➂➀➀❹❿❽➅❹❻❹❽❹❸ „ÚÂÓÓ ˙ÂÚ˘ ≤¥≠Ó ¯˙ÂÈ ‡Ï ÏÚ „ÓÂÚ ≠ ˙¯Â˘˜˙Ï ¯ÒÓ ˙¯·Ú‰Ï ˙Âӄʉ‰ ➀➆ ➀❿➅❸➀ ➉➀➂❹➂ ❜❽❹ ➁❹❹ ❽❽➂ ➆➄➂❸➀ ❽ ❛¯·˘Ó Ï˘ Â˙ˆÈ¯Ù ❾➀❽❽➄❸❹➂➆➂❸❼➀❻❹➂❸❼❽➀❹❽➀➆❾➀➃❽➃❹❸➁❽➀❻❽➄➂❿❹➂❿➆❹❸ ➃➀ ➁❽➅➄➂ ➃❹ ➀ ❤❷❷❹➂❸➀ ❾❷❸ ❽❹❸ ❹➀❽➆➈❸ ❸❼❽➀ ❹❽ ❹❽➀➆ ❸❹➁❽➂❽➄➀❸❽➆❸ ❹➈❽ ➂❸➂ ❹➆➈❹❽ ❷➆❽ ❽➀❸ ❸❸❺Ư·˘Ó ˙Ú· ˙È˙¯Â˘˜˙ ˙ÂÏÈÚ٠ωÈÏ ˙ÂÈÊÎ¯Ó ˙ÂˆÚ ❹❽❶➈❘ ➉➂ ❹❽❹ ❹❽❼❼ ➃❽❽➈ ➃❹❶❸ ❽❹❷ ❻ ➆❷❽➂ ❹❽➀➆ ➀➀ ❹➆❷❹➂➁❽❼➈➅❹➈➆❷❽➂❽➈❷❽➄❹❼➀❹❷➃❹➈➀❼❹❻❽➁❽❿❺➂➁❽❿➂❹❽❹❹❽❽ ➃❹❻❻➀❽❻➂➁❹❽❽❸❾❽➀❸❽➂❸❼➀❻❸➀❹❿❸➂❹❻❸➂➁❽➀❻➂➃❿❸◗➁❽➄❹❽➆ ❹➅➂➃❹❷➄❹❸➂❸❹➆❸❹❸❸❹❺❸❽➆❸❻❽❿❹❹❽❽❽❽➆➀➆❹❸❾❹➈❸❽❹❽❽❿ ➁❽➅➂ ➀ ➁➂❹➂ ➈➅➂ ❻ ➁❽➆❷❹❽ ❸➂ ➀❿ ➇❹❻➀ ❾❹ ➃❽ ❽➀❽➀❸ ➆❷❽➂❸ ➀❿ ❹❽❷❻❽ ➃❽➄❸➂❷➂❸❸➂➀➆❹❽➂➁➆❽❽❼➀➅❸❽❸❹❹❹➁❸❽➀➆❹❺❻❹➁❽❽❽➆ ❞❷➂❸❽➄➈➀❹❻❘➁❽❼❼❹➈❽❸➁❽➂➀➆❽❶➀❹➄➁❹➀❼➀❻❹➂➃➈❹❷❹❹➀ ❻❷❻➇➀❹❸❽❷➂➀➛➛❸❹❶➃❽✈✈➂➀◗➂❸❽❶❸➀➀❹❿❽❸➆❼❹➂➆❷❽➂❹❿❺ ❹➄❿ ❹❻❽➈ ➀ ❽❽➂ ❸❹❻ ➆❸ ❻❹ ❹ ➀➆ ❹➂ ❽❼➀❻❸ ❸❽❸ ❽❹ ❽❶➄ ❸❽❸ ➃❹❻❻➁❷❽❽❻➃❷❹➀❽❸➃❹➅➆➁❷➆❽❽➀❸➂❹❹❶➀➀➁❽❿❷➃➄❿❸❶❷❹ ◗❹❶➆❸❾❹❞❸➀➃❹❿❷➅➆❿❻❹❽➂❸❻❿❸➁❽➀❞❹➀❶➅❸➃➂❺❘➀❸❾❽➀❸
˙¯Â˘˜˙
❽➄❼❽❼❸ ➀ C ❸➀❸ ❽➅➀ ➉➈ ❽➂❺❽ ➅❹ White Star Line➃➀❸ ❿❹❿❸ ❹ ❻ ❽➄ ❺➂ ÆÈ˙ÙÂÚ˙ ÔÂÒ‡ ➃❹➅❸➂➀❽❶❸➀❹❽❹❻➀❹➂➁❽❿❷➀❹➅❽➄❹❻❹❹➂➀❹➈➀❹➆❹❼➀❹❽❹❻❹➀➂❹❹❽❷❹➆➂ ❹❽❹❻➂❼➄❹ ❽➈❹➆➃❹➅➀❹➄❹❸❹➆❸ ➁❽➂➀❹❸❽➄➀❽➆❹➂❽➄❿❹➀➀➁❹❽❿➀❹➆➈➀❹➀❹❿❽➃➄❽❸➈❹➆❹❻❽❹➆ ❸❻❸➀❸❽❹❼➅❽❸❘❽➀➀❿➆❷❽➂❹➀❽➆❸➀➃❽➄➆❷❽➂❸❽➀❸➄➂❽❷❽➃❽❹➀❹❸➈❹➆❸❻➀➆❽❹❸❶❷❸❿ ➀❸❻➁❽❹❻➀➃❿➂❻➀❹❹➄❹❸❹❻➈➂➀❹➆❶❷❸❸➂➂❽❽❻◗❹❻❽❼❷❹➁❽❹➂❹➀❻➅❹❼➂❸❸➄➂ ❽❹❻➂ ➃❹➅ ❸➂ ❽➄➅❸ ❺➄ ❹➆➂➂❸ ❹❸ ❽➆➂ ❸❹❶❸➄❸ ➀➆ ➇❹ ❸❻➈➂❸❽➄ ❸❹➄ ❾❷ ❸➀➈❽❼ ❽➅❼➀➆➁➂❽➆➉➆❹❹❽❸➀➁❽❽❶❸➁❸❽❿➀❸➄➆➂➃➂➉➂❸➀❸➄❹❻➀➆➆❹❸➀➁❽➆❶➈➄❸❹❻➈➂❽➄➅❽❼❸➀❸❻❸ ❸➈❹➆❹❻➉➀➂❹➂❹➀❽➆➈➀❿➆❹❽➅❽❹❹➁❽❸➀❸❹❻➁❽➈➅❽➄❸➀➁❽❽❽➁❽➈❻➀❹➄➀❹➈❽❼❽➄➆❸➀❹➃❹❿❺ ❹❿➀❸❾❿➀❽➃❹➅➀❹➈❽❼❸➀❿❸➈❹➆❻➁➆➈➀❿❹❻➀❽❼➄❹❹➀➀➁❹❻❸❿❽➂❹❿➆➂❽❽➄❸➀❹➆➈❸➄➈ ❹➀❹❿➇➄➆❸➀❹❼❸➁❸➀➆❹❽➀❽➀ Mananging a Crisis/ Bill Sweetman/ Airtransport World, May 2000, vol 37, iss 5, pg 71
➂❸❽➈❷➆❹➂➂❹➆❷➆❾❹❽❹❸❾❽➀❸❸❽➄❺❸➀➃❹❶❸➀➆➁❽➅❹❶❸❽ Æ˙Âӄʉ ÔÂÏÁ ❛
Crisis communication by the book/ D. Shearlean, L. Masland/ Public Relations Quarterly, Fall 2002, vol 47, iss 3, pg 30 Be prepared: Communicating in a crisis/ William Wyatt/ State Legislature, Apr 2002, vol 28, iss 4, pg 31 ❜
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❜❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❺➆❸❹❾➀❻➂➁❶❻➀❶❷❻➂❹➉❻➀➁❽❹➂➁❽➄➃❽❸❸❸❹➄➂❹➃➂❸ ➀❽➅➈➀➂❸➀➆❸❹➆➂➀❸➄❹❽❹❻❸❾➀❸➂❷➆➁❽❻ ➙❹❷❹➆❸➀❿➃❹➀❹❽❷➆❷❹❽❾➄❽➙➂➃❹➀øÌȯÓ‡ ‰Ó ¨¯·„Ï ÌÈÏÈÁ˙Ó ➃❿❷➆➀❸➂❹❷❹➆❶❽❸➀❹➆❼➀➀❹❸❷➆❽❸➆❷❹❽➃❿❸❹❷❹➆❸➃❸➂❸❸➃❿➂❻➀ ❾❽➁➀➄❸❹➆❼❸❷❹øÌȯÓ‡ ‰Ó ˙ÂÚË ‰˘Ú Ô‚¯‡‰ ̇➂❸❹➆➀❹➁➀❹❿ ❹➈➀ ➄➂➀➆ ❼❹➄➀ ❾➄❹❹❿ ➁❽❷➆ ➂❸➂ ❾➄❹ ❹➆❽ ➅❹❻❹ ❾❺❿ ❸❸ ➀➀❹❻❽➀➆❹❸❷❹❹➀❽❷❿➀❽➆➈➁❹➁❽➆➂❸❹❽❸❽❸➂➅❸❹➀❽➆❽❹❹❽❸➂❸❽➆❸ ❹➆❸❸❸➂➁❿❽➂➀➆➁❸➀❸❷❹❷➆❽❽➀❸➃❿❷➆➀❹❾❽➂❸➀❾➄❹❹❿❷❽❿➃❽❽❹ ˙ÂÏÈÚÙÏ ÌÈÁÓ ÌȘ ➃❹➈➀ ❽❷❽➀ ➆❽❶❽ ➂❸ ❷➆ ➁❹❻❸ ➁❽❿❽➆➂ ➁ ❸➂❿❹ ➃❹❻❹➀➂❸➉❹➈➂❹➆ ❾❹➁➄❿❷➆➀❽➁❽❷❹➆ øÌÈ¢ „ÚÈ Èω˜ ÏÂÓ ˙È˙¯Â˘˜˙ ➀➁❽➆❽➂❸❻➁➄❹➂❺❻❹➁❽❻❹➀➂❹❿❽➆❸❽❸❽➀❸❼❽➀➂❸❸❹❻➁❸➀ ➇❼❹➁➄❿❷➆➀❻❽❼❹❸❹❸➂➁❸➀➂➂❼➀❹❸➀❸➄❸❸❸❹❻➁❸➀➃➁❹❸➂ ➀❿ ➀➆ ❽❽ ➁❸❽➀ ❸➀ ➃❹❶ ❽❿ ➁❹❶ ➀➆ ❹➄❹❸ ❹❻➈➂ ➂❸ ➇❹➀❻ ❷➆ ❻❸➈❷➀➁❽❹❷❸
ÌÈ„·ÂÚ‰ ÌÚ ≠ ¯·˘Ó ÔÓÊ· ˙¯Â˘˜˙ ≠ ÈÚÈ·¯ ·Ï˘ Æ˙È˘È‡‰ ÌË·Ó ˙„Â˜Ó Ô‚¯‡· ¯·„ ÏÎ ÏÚ ÌÈÏÎ˙ÒÓ ÌÈ„·ÂÚ‰ ➁❽➄❿❷❹➆➂❹❽❸➀❹❿❺❸❹❻❽❹❹❸➁❸❹➀➆❹❻➁❸➀❽ ➁❷❹➆➁❽❷❹➂➂➁❸❷❹❹➀❹❽➈❽➀❸➄➀❹❻➁❽➆❷❹❽➂❹ ➃❹❻❼❹❹❸➀❸➀❸❹❻➀➆❹➂➀❹❹❶❷❹❹❻❹❻❷➀ ➃❹❶❸➀❹❽➁❽❺❻❸❽❸❽➀➆❹❽❸➀➁❽➀❹❿❽➁❽❷❹➆❸ ➁❽❷❹➆➀ ➁❽❷➀❽➀ ❹➂❿ ➂ ❾➀❸➂ ❹❽ ➁❽➂❸ ❹❽❽❹ ❹ ➃❹❻➈➀➉➀➂❹➂➆➄➂➈❹❿❸❹❿➁➂❹❾❽➆➂❹➁❸➀❶❹❷❸❸❹❻❸❸❹❻ ❽➀➀❹❻➂➂❽➄➈➀➁➀❹❼ ÌÁÂω ˙ÓÎÁ ➃❹❻❻❾❹❻❹❹❼➀➃❹❿❺➁❸➀ ¨ÌÈÚ¯‚ ÌÈÏÈÈÁ Ôȇßß ßßÆÌÈÚ¯‚ ÌÈȈ˜ ˜¯ ˘È ➀❹➃❹❹❿➂❺➄➀➆❽❶➈➃❹❶➀❿❽❿ Napoleon, 1769-1821 ❷❹➆ ❹ ➆➀ ❷❹➆ ❷➂ ➃❹❹❿➂ ❸❹❹❸ ➀❿➀❹➆❽❶❽➁❽❽❽➆➁❽➅➂❷❶❸❹➁❽❷❹➆❽❹❹❻➀➈ ÆÌÈ„·ÂÚ ÏÂÓ È˙¯Â˘˜˙‰ ‰„·ډ ÍÈω˙ ➂➀➆➁➂❽➆❹➂➅➂❸➆❸➀❹❽❹❼❸❽➀❿❸❻➀❽➆❽❹➁❽➂❹❷❸➄➂❸❹ ❸❹ ❽❽❸ ❽➈❿ ➁❸❽➀ ➅❻❽❽ ➃➂❺ ❹ ❹❷❻❸ ➀➆ ➁❽➆❷❹❽➂ ➁➀❹❿ ❷❹❹ ❸➆❹❹ ➁❹❽❺❿➂❸❹❼➀❻❸➀❹❽❸➁❽➂❹❶➅❸❹➄❽❶❸❹❹❻❽➈➁➂❽➆❾❽➀❹➅❻❽❽❽ ➀➆❺❽❿➂❸➁➁❸➃❹❷➀➈❽❸➂➀➅❸➁❽❶❹❹➅➂➁❸➁❽➄❹➄➆❷➀➁❽➂➁❽❷❹➆❸
ÌÈ„·ÂÚ ÌÚ ˙¯Â˘˜˙
Dealing with the chaos of crisis/ Barton Goldsmith/ Women in Business, Nov-Dec 2001, vol 53, iss 6, pg 36 ❷❸ ❸❻➂ ➁❹❶➀ ➇❼❸➀❹ ➃❹❶❸ ❹❺➆➀ ❷➂❹➆❸ ❽❿ ➀❸➄➂ ➀➆ ❸➆❽❷❽ ➀➂❿ ƯÈη Ï‰Ó ˙¯ËÙ˙‰ ¯·˘Ó ➁❽➄❽❽➄❹➆➂❽➈❽➀❻➁❹➂➀➁❽❹➆❹❷❻❸❷❹➆➁❹➂➂➁❽❹➈❸➁❽➄❸❸❸❻❽❹❽❾❹➆➀❹➆➀➀✈✈❿➄➂❸➀➆➃❹❸ ❽❹❹➀❽➆➈➀❸➄➀➀✈✈❿➄➂❸➀➆➃❹❶❹➆❹➂➈❸➆❹➄➂➀❽❷❿➁❽❷❹➆❸➆❷❽❽➀❽❽➄➀❸➀❻❸➁❽➈ ➅➆❿❽❶➂➆➄➂❸➀➃❹❶➀❹➂❹➀➆❹➀❹❷❹❸➀❽❹❽➈➀➆➆➆❸❹❹➈❸➀❸➄➂➀❸❻➀❸❽➀❹❻❽❾❹❽➄❹❶➉❹❻❹➁❽➄➈ ❽❺❿➂❸➅➂❸❸❽➈❸❹➂➀❽❽❹❺❻➄➃❹❶❸❷➆❽❸❽➀❸➀❿➀❽❸❸➀❹❻❹❷❶➄❽❼➈➂❸➆❽❶❸➂❹❸➄❽❼❹ ❷❹❹➀❽➁➆❷❹❹❻➀➀❹➁❽❷❹➆❸➁➆➉➆❽❽❸➀❽❽➈❽➀❻➀❸➄➂❽❹➄❽➂➁❽➂❽➄➈➀❾➀❸➂➀❿❹❽❿➂❸➀❽❹❻➂➃❹❶❸ ➀❻❸❽❹❽❹❿➂➅❸➆➂ When an executive defects/ Anurag Sharma, Idalene F. Kesner/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2 Speakers library of business stories and anecdotes/ J. Griffith/ Prentice Hall, 1990/ ISBN 0-13-826983-1/ pg 188
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❹❽➁❸➀➈❻➂➄❹❿➂❾❿➀➆➆❽❷❹➀➆➈➂❽❶➅❹➁❽❷❹➆❽❹❼❽➈❸❸➆❷❹❸ ➀➁❸➀➆❹❽➅❸❶❷➆❽❸➀❹❹➆❸➀❹❹❶➆❽❸➀❹➀➀❹➀❻❹➄➂❷❺❸➂ ❾➄❹❹❿ ❽❿ ➁❸➀ ➂ ❹❹❸ ❷❹➆ ➀➆ ❸❷❹ ❹➂❹ ❹❹❽❻ ➅❸ ❹❽➀➂ ➃❹➂❿ ❹➀ ❸➈ ❻❽➄❸➀❽➅➂➃➂❺➁❽➄❿❷❹➆➂➁❽❷❹➆❺❸➆❹❹➆❹➂❸❾➀❸➂➀➆➁❹➃❿❷➆➀❾❽➂❸➀ ➁❽➀❽❹➂➁❽❽❿❸➁❽➀❸➄➂❸❽❿❹➄❽➂❽❞➂❸➀➆❹➆❹➂➈❸➂❹➆➄➂❽❞➃❹❶❸❷➂➆❹❿➂❽ ❞❽➂❹❽➂❹❽ ➈❼❹ ❸❷❹➆ ❹❷➂❽ ❞❷➆❽❸ ❽➀❸➀ ➁❽❽❽➆ ➁❽➅➂ ❹❺❻❽ ❞❹➀❽➆❽❸ ❽ ➁❽➆❹ ÌÚ ¯˘˜˙Ï Ô˙È ÌÈÏÎ Âχ ˙ÂÚˆÓ‡· ➁❽❻➁❽❷❹➆❹➁❽➈➅❹❻❹➀➀❹➂❽❹❽❻❸❷➂➆➀➆❹➂❽ ❻❹➀ ❸➆❷❹❸ ❶➅➂ ❷❻➀➆❷❻ ❹❽❶➈❹ ❸➀❻➂ ❹❽❽ ❹❹ ❹❽❽ ❾➀❸➂ øÌÈ„·ÂÚ‰ ❹❹❹❹➀➇❷❸❽❸❿➂❿❺➂Intranet❽➂❽➄➈❽➄❹❼➀❹❷❹❹➆❷❹➂ ➁➄❽❻➃❹➈➀❼❹➃❹➈➀❼❹❻❽❹➆➂ ❹❿➂❹➀➀➁❽❻➈➅➄FAQ/ Frequently Asked Questions ➈❽❽❼❹❷❽❹❹❶➂❹◗❛ ❘
ÌÈÙÒ „ÚÈ Èω˜Â ˙ÂÁÂ˜Ï ÌÚ ≠ ¯·˘Ó ÔÓÊ· ˙¯Â˘˜˙ ≠ ÈÚÈ·¯ ·Ï˘ ➀➆ ❹❷➂➀❽ ➁ øÔ‚¯‡· ‰ÈÚ· ‰¯¯ÂÚ˙‰ ÈÎ ˙ÂÁÂ˜Ï ÌÈ΄ÚÓ È˙Ó ➁❽❼➈ ø¯È·Ú‰Ï ˘È ÌȯÒÓ Âχ❷➁❸➀➈➅➀➁➁❶➂❸ ➂❸❸❹❻➃❹❶❸➀➆❹➆➈❸❸❹➆❸❸❽➆❸❷❽❿➂❸➀➆ ➁❸❹❶❷❹❹➀➃❹❷➀➁❽❽❶➄❹❽❸➀❹➄❹❿➄❸❸❼❽➀➂➄ ➁➄❿❷➆❹❻❽➀❷❹❹➀➄➂➀➆➁❽❼➄➄❸➁❽❷➆❸➁❽➀➆➂ ➁❿❽➂❹ ➁❹➄➂➄ ➀➆ ❾❿❹❸ ❽❹➆➂➂ ❸➄❽ ➂❸ ❸➂ ❸➆❽❹❻❹➀❸❻❹➀❽➈❷❻❹❽➂➀➂❹❽➄➆❸➀❽➁➀❻➀❸➀❹➆➈➀❸❽➇❹➅➀❹➁❽❿➂➂❸ ❹❽ ❹❽➅❸ ❞❸❽➆❸➂ ❹➆➈❹❽ ❹❽➅❸ ❞➁❽➅➆ ➇❽❸ ➁❽❸ ➁❽❻➄➂❸ ➁❽❹❹❸ ❽➈➀➆ ❹❽➄➆❽ ❹❽➅❸ ❞➂❸➂ ➆➈❹❸ ❽❿❸ ❹➀ ❸❽❸ ➂ ❞❸❹❶ ➀➀ ❸❽❷➂❸➂ ➁❸❽➀ ❸❻❸➀➆❹❽❹➆❽❽➃❽➈❽➀❻➀❹❸❿❽➂ ❹➆➂➃❹➈➀❼❹❻❽❹❽❽❹❽❶➈❶➅➂ ø˙ÂÁÂ˜Ï ÌÚ ¯˘˜˙Ï Ô˙È ÌÈÏÎ Âχ ˙ÂÚˆÓ‡· ➃❹➈➀❼❹➁❽❿➂❹❹❹❹➀❽➈❷➆❷❽➂❽➈❷❽➄❹❼➀❹❷❼➄❼➄❽❹➆❷❹➂❹❻❹➀ ➁❽➅➂❺❻➂❸➀➆❹❽❸➂➁❹➃❿❷➆ Æ˙ÂÁÂ˜Ï ÏÂÓ ˙È˙¯Â˘˜˙ ˙ÂÏÈÚ٠ωÈÏ ˙ÂˆÚ ➁❹❽❻ ❸❹ ➁❷❽➀➆ ➀➄ ❸ ❹➀➀ ❼❽❸ ❸ ❾❽➈❹ ❹❽❸➀ ➁❽➀❹❿❽ ➁❸➂ ❽➂ ❸❸❺ ➁❽❽❽➆ ➀➈❼➀❻❽❼❹❸❶❷➆❽❹❽➀➀➃❽➂❸❸❹❸➂➂❸❹➂➀❻❹➀➁❹➄❿❹❹❽❽ ❷❽❿❹➁❽❽❽➆➁❽➅➂➁❽➆❷❹❽❾❽❹❻❹➀➁➆➆❶➂➁❽❸❹❹❸❽➄➀❿❷❹❹❹➄❽❸❽❶❹➅ ➁❺❻❹➁❽❽➅❸➂❸➁❽❽❹❽❻➁❽➆❹❽❹➆➂❻❽❿❹❹❹➆➂❸❹➀➀➆❽❸➀➁❸❽➀➆ ❽❶❹➀❽➆➈➀
˙ÂÁÂ˜Ï ÌÚ ˙¯Â˘˜˙
➃❹❻❼ ➆❽❸➀ ❞➁❽ ➀❘ ➃❹❶ ❻➈➂ ❽➄ ➀ ➁❹❻❿❹➄ ❽➀ ❹❻ ➆❹❸ ❽❻ ÆÌÈ„·ÂÚ È¯ÂËÈÙ ÍÈω ÏÂ‰È ❼➀❻❸❽❹❻➂❷➂➆❸➂❽➅❸➀◗➁❹❽❹❻➂➀➇❹➅➀❞❽➀❹❸❽➄❸❹❹❸➂➀❻❹❽❸➀❹❿❽➂❽➁❸➃❹❹➁❷❹➈❽➃❹➂❹ ❽❷❿◗➁❸❽❹➄❹➀❸❸❘❹❹❸❽➄➀❿➁➆❽➄❹❹❽❿❹❷❹➀❸➄➀❸➄❽➀❸➂➀❹❽❹❻➂❹❽❹➄❽➀❹❽➅❸➃❽❹❼❽➈❸ ➁❽❿❹➂❸➁❽➄❸➃❷❹➁❽❷❹➆❸➀❹➂❹❷❷❸➀❽❽➃❹❿➄➀❸❹➄➂❹➄➄❽❾❽➀❸➃❹➂❽❽➄❹➁❽➈➅❹➄➃❽❹❼❽➈➂❷❻➈➀❼➀ ❹❻➂❹❹❹❽❹➀➂❽➀➂❽➄❽➂❸❷❹➆➉➂➂❹❹❽ After the layoffs, what next?/ Suzy Wetlaufer/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❾❹ ➉❹➈➀ ➁❽➀❹❿❽ ❸❿➀❸❿ ❹➄❹❸ ➀ ❹➄❹❹❿ ➁❽❽❹➀ ➁❽➆❹❽ ❽❹❻ ➀ ❹➀❽➆➈ ❹❽ Æ˯ÂÙÒ‰ ˜ÂÂÈ˘ ÛÚ· Ìȯ·˘Ó ➁❽❹❽❶➁❽❷❽➅➈➂➁❽❻➄➂❽❽➂❷➆❽❸❽➀❸❹➆➂➁❽❽❸❹❹❹➄❹➈❽❸➆➁❽❽❹➆➂➂➁❽➆❹➀➀❽➄❼❹➈❹❽➄ ➁❽➄❿➀❹❽❹➈❹❹❶❤❸❽➆❸➀❹➄❹❹➀➂➀➆❹❼➀❸❽❺❿➂❽❿➂❸❹❹❸➂❸❹❶❸❹❽❸➂➁❽➀➄❹ ➁❽❽❿➂➁❽❿❹➁❽❿❹➆❤❹➆➂➂❸❽❹❷❻❸❸❽❷➂❸❽➂❹❻➀❿❽❷❽➀➆❸➅❹❿➂❸➇➄➆❤❹❽❽❼➄❼➀➁❹❽❻❹❽➄❿❹❤➁❽❽❺❿➂ ➁❽➄❿❽➄➈➀➄❸➀❤➂➂❸❽❽❹❽➂➆➂❹❹❽➆❹➂❹➀❶❽❸➀➁❽➀❹❿❽❹❷❹➂❽➀➃➂❺➀➁❽❹❺➀❹❸❹❹➂❸❼❽❸ ❸➂❶❹❷➀➁➄❽❻➅❽❼❿➇➅❹➂❾➆❽➄➆➂❸➃❹➈➆❽❸➀❹❹❽➈➅➀❿➁➆❷❷❹➂❸➀➁❽➀➄
Recovery strategies for sports marketers/ Rick Burton, Dennis Howard/ Marketing Management, April 01, 2000
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❤❸❽❷➂❸❹❹❻❹➀❸➁❽❷❹➆❸➂➉❹❻ ¨Ô‚¯‡‰ ˙Áψ‰Ï ÌÈ·Â˘Á‰ StakeholdersØÔÈÈÚ‰ ÈÏÚ· ̉ÈÓ ❽❶❽❸➄➂➁❽❽➅➆➁❽❶❽❸➄➂➀➂➂❽➂❹❶❹❻❽➂❹❶➁❽❼➅❽➀➄❹❽➄➂❽➀➆➁❽➀❸➄➂❹➆❹➂❽❻ ❷➆❽❸❽➀❸➀➆➆❽➈❸➀❾➀➆❽❽➅➀➁❽➀❹❿❽➁❸❏➁❹❻❿➀➁➀❹➆➀➁❽❷❹➆❽➄❹❶❽➄❸➀❽❸ ❹➆❽❶❽❽➄➈➀➁❷❸➁❽❷❹❽❸➂➁❸❽➀➆❽❶❸➀❹➀❽➆❽❸➁❽❿❷❸➂➃❻➁❽❽❽➆❸ ❷❹➄ ➀➀ ❻ ❹➂➂ ➂❸ ➀➆ ❹❷➂➀❽ ➀ ➄➂➀➆ ❹❽❽ ➁❽ ➁➂➆ ❹➄➅➂➀ ❹➀➀❹➀❹➄➂❷❺❸❸➁❸➀➈❾❽➀❹➅❻❽❽❽❸❹❽❽❸❽➈❿➁❸❽➀➅❻❽❽❸❾❼➂ ➁❿❽➂❹➁❺➆❹❸➀❹➆➈➀❸❽➁❸➀➃❹➂➀❹
‰È„Ó‰ ÌÚ ≠ ¯·˘Ó ÔÓÊ· ˙¯Â˘˜˙ ≠ ÈÚÈ·¯ ·Ï˘ ˙ÂÈÎÂ˙ ÈÁ¯‡Ó ¨‰ÈÊÈÂÂÏË È˙ˆ ¨ÌÈÓψ ¨ÌÈίÂÚ ¨ÌȇÂ˙ÈÚ ø̉ÈÓ ➀❼➀➀❹❿❽➁❸➀❻❹❹❽❷❸Æ˯Ëȇ· ÌÈ·È‚Ó ¨ÂÈ„¯ Èӯ‚ ¨Á¯ȇ ➁❽➀➆❽❽➅➂➂➀❸➂❽➂❸➄❿❸❸❽➆➁❽➆❸➀❹ ❽➅❻❽❷➂➀❹❽❹❽❺➆❸➀❷❹➂❹❻❹➀❹❸❽➄➁❽➄❹❸ ➀❽❹❸➀ ❸➀❹❿❽ ❸➂❸ ➀❿ ø‰È„Ó‰ È·‚Ï ÔÈ·‰Ï ·Â˘Á ‰Ó ❹❽ ➁❸ ❷➀ ❹❽➄❿❷➆ ❹❷❻ ➁❽➈❻➂ ➁❸ ➁❷❽➂ ❹➄❽❽➄➆❸ ❽➀❶➀ ❽❹➂❸➁➁❽➄❻❹➁❸❻❸❹❽➀➆❷❽➂❽➆❸➀➁❽➄❹❸❹❽❸➀➁❽❹❹➁❽❽❹❻❷❹➂ ➆➂➄❸➁❸❤➃➂❺➁❸❽❹➀➀❽➂❸➁❸➁❽❽❿➂➈➅➂➅❽➅➀➆❽❹❷❻❽❹➅❽❿➀ ➁❽❿❹➆❸➂❹➁❽➄❹❽➆❸➂➁❽➀❤➁❸❽❹➁➆❸➀❹➆➈➇➂❸➁❸❤❷❻➈➄❹➃➄❹❶➂❹➃❽➂ ➁❸➁❶❺❹➂➀➁❽❽❼❽➀❹➈❹➁❽❽➅➆❻❹❿❹❸➆➈❸❹❷➂➆➁❽❽❹➂❸➁❽➂❹❶❽➈➀❿❽➄❷❻➅❻❽ ➃➂❺❹❹➄➀➃➂❺❻❹➀❹❼➁➁❽❻❷➆❽❽➀❸➀❸➂❹❷➃❹❶➀❹❼❸➁❸➂➁❽➆➈❹➂ ❻❹➀ ❸ ➁❸ ❤❸➂❶➄ ❷❽❿ ❸❽➆❸ ❹➆➂➂ ❹➀➂ ➃❽➂ ❸ ➁ ➁❽❷❹❹➂ ➁❸ ❷➀ ➁❽❽❿➂➁❸❹❽➀➂➃❹➂❿❻❽➄➀❤❸➆➈❹❸❹➄❽❸➆❹➄➂➀➄➂➀➆❹➆➀❾❽➀➆❸➂❤❹❽❻ ❸❽❷➂❸❿❽➂➀➀➂❻➄➀❽➈❽➀❽❿❹❿❺➀❹❻➀➆❹➈❸❹➇➄➆❸❹❾➀➃❹❶❸ ➁➆➈ ➀❿ ❷❽➅➈➂ ❸ ❽❹❷❻❸ ÌÁÂω ˙ÓÎÁ ❽❹➀❿➁❸❽➀➅❻❽❽➂❸ ÌÈ˙ ÌÏÂ΢ ¯‡Â˙‰ Ì˘ ¨ÔÂÈÒßß ßßÆ̉È˙ÂÈÂÚËÏ ‰È„Ó‰ ÌÚ ‰„·ڷ ˙¯˜Ú ¯ÙÒÓ Oscar Wilde, 1854-1900 ➀❿ ➀ ➅❻❽❽❸ ø¯·˘Ó ˙Ú· ❸ ❾❽➀ ❹➅❻❽❽❽ ❸❹ ❽❽❸ ❽➈❿ ➀➆❿❹❿❿ ➀❹ ❽❹❿ ➀ ❷❹❿➂ ❽➂➆ ➀❿ ❽➄❹❽➆ ➀❿ ➀➂ ❹❸ ❽➀❿ ➀ ➁❽➄➂❺ ❹❻❹➀➀ ❽❶ ❸❽❸ ❽❹❸ ❷❹❿❹ ➃➂❺ ➃❹➈➀❼ ➁❸❽❹❽➄➈➀ ➁❸➀❹❺➆❹❹❹➁❸❽➀➆❹❺❻❹➁❽❽❿➂❸❽➂❻➀➁❽❽❽➆➁❽➅➂➀❶❸❸❻❼❸❹❹❽❽❻❸ ➀❿➇❹❻➀➆❹➈❹➇➄➆❸❹◗➁❽❹❽➁❽❹➂❹➀❽➆➈❘❹❹➅❽➆➁❹❻➃❹❶❸➃❽❸➀➁❸❽➀➆➀❸❹ ➀✈✈ ❺ ❹➂ ❸❹❸ ➆❷❹❽ ➀ ❸ ➁ ❹➂➀ ❸➅➄ ➀ ❻ ❹➂➂ ❹❶❽❽ ➆❷❽➂ ➈ ➛➛❸➄❹➀❸❹➀❹➄➈➅❸➀✈✈ ➀➛➛➄❿ ➛➛❸❹❶➃❽✈✈ ❹➂❿ ❸➆❹❶ ❸❽➂ ❸➄❽❸➛➛❼❹❼❽➀ ❹➀➀➆➁❽❺❹❻➁❸❿❻➂❹❽➄➀➅❸❽❸❸❿➀➆➂❹❻❹➀➀❹❹❽➁➆❻❻❹➀
‰È„Ó‰ ÌÚ ˙¯Â˘˜˙
Crisis communication and the web/ Bill Adams/ Public Relations Quarterly, Winter 2000. vol 45, iss 4, pg 7 Responding to the media during a crisis: What you say and when you say it/ William C. Adams/ Public Relations Quarterly, Spr 2000, vol 45, iss 1, pg 26; Working with the media/ Keith Reid/ National Petroleum News, Jan 2001, vol 93, iss 1, pg 56; When you are the headline: A guide to understanding crisis management/ David Jiminez/ Franchising World, Apr 2001, vol 33, iss 3, pg 54; Run!: That’s not the crisis communications plan you need/ Arther W. Samansky/ Public Relations Quarterly, Fall 2002, vol 47, iss 3, pg 25 Media policy - what media policy?/ Sandi Sonnenfeld/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➀❽❽❸❽❸❹❸➂❹➆➃❸❛❷➀❽➅➈❸➀❽➂➆❷➂❹❸❸➂➃❽❸➀❹❻❽➀❸➀❹❻➂ ➅➄❼➅❽❷ ➀➆ ❹➂ ➁❸➂ ❷❻➈➂ ❹ ➁❽❹➂ ❽➂❿ ❶❸➄ ➀ ❹➂❽➆ ❹ ➁❺❽➄❹❶❽❼➄ ❽❽➂ ➆➄➂❸ ➀➆➁❽❽➀➁➀❹➆➀❸➂❹➅➈❽➄➈➀❸❿❸➀➆❹➆➀❹❿❺❾❹➆➂❹❽➄❹❽➆➂➀❹❽❿ ❹➄❽❹❹➁➅➈➀❾➄❹❹❿❹❸❽❷➂➃❹❶❸➀➆❽❹❽❻❽❹❷❻❽❹➅❽❿➃❽➀❾❹➆❹❽➄❹❽➆ ‰È„Ó‰Ó È‡¯ ÒÁÈ ˙Ï·˜ ÁÈË·‰Ï ˙Ó ÏÚ ¨Ú¯‡‰ ÈÙÏ ˙¢ÚÏ ¯˘Ù‡ ‰Ó ➁❽❽❺❿➂➁❽❿❹➆❹➁❽➄❹❽➆➁➆❸➄❽➁❽➅❻❽❿➆➂❻➈ ø¯·˘Ó ȯÁ‡ ‡ ˙Ú· ➀❿➀➆❽❶❾➀➃❹❶❸❹➇➄➆❸❽❹➅❽❿➀➆➁❽➄❹➂➂❸➁❽➄❹❽➆➁➆❶➈❽❸❹❿❸ ➀➃➂❺➁❽➄❹➈➀❼❺❻❸❘❽❶➄❹❽❸❽❸➃➂❺❹❹❽➆❹➂➁❸❽❹ ➃❶➁❽➄❹❸❸❽❷➂❸❽❹➆➀➆➈❷➆❹➂➄❹❿➂❷➂➀◗❹❸➂➀❿❸➂❹ ➁❽❽➀❽❸➁❽❼❽❽❹➈➇❹❸❽❸❹➁❽➆❹➀➆❹➅❻❻➁❽❽❺❿➂❹❽➄➁➆❹➄❹❽➀➛➛❿➄➂➀ ❶❽❽ ❽➂ ➂ ❷❶❸ø˙ˆÏÓÂÓ ‰Î‰ ˙ÂÏÂÚÙ Âχ ❽➂❹➂❸ ❹❸ ➁➆ ➁❽❽❹➂❸ ❹❿➆➂❹❽➆➂➀❽➄❿❷➆❸➂❽➃❿❸❹❽❹❹➆➈❹❸❹❾❹❷❹❻❽➃❹❶❸ ➃❿❸➉❽➈❸➀❸➆❷❽➂❽➈❷❹❼❹❽❼➃❿❸◗❽➄❹❼➀❹❷➅➈➃❹➈➀❼❹❿➁❘➁❽➄❹❽➆❹ ➃❸❹ ➃❿❹ ➃❸ ❹❷ ➃➂ ➁❽➄❹❽➆ ❽❷❽➀➆ ❹➀➆❹❽ ❹❹ ❹❽❶ ❹➀➀ ❹❽➈ ❹❹❶ ➁❽➄❹➂❸❹➀❸❽➄❿❼ ❼❽➄❹➂❹❹➄❹❽➆➀❸➆❷❹❸ø‰È„Ó‰ È˘‡ ÌÚ ¯˘˜˙Ï Ô˙È ÌÈÏÎ Âχ ˙ÂÚˆÓ‡· ❽❿❹➆➀➁❽❹❽❸❽❷➂➀❾❽❷❹➁❽➄❹❽➆❹❽➅➂❷❻➀➆❷❻❽❽ ❸❽❷➂❹❽➅❹➀➆❽➈❷❹❹❹❹➀❽➈❷❸❷➂➆❹❽❽➄➁❽➄❹❽➆❸ ➁❽➂➂➁❽❽❹❹➄❹❽❽➄❹❼➀❹❷❹❷❽❹❹❼➀➃❽❽❹➀❹➆➂ ➂❸➁❸➙ ÆÂÏÚÈ ˙¯Â˘˜˙ È˘‡˘ ˙Âχ˘‰ ❿➆➂➀ ➁❽❿➂ ❹➀ ❹➄➄❽➁➁❶➂❸❽❶➀❸❹➆➃❹❶❸❸➂➙➙❤➀➁❽➆❷❹❽➁❷❽❿➀➁❹➃❹❶❸➂❹❸ ➙❤❺➂❸➆❸➂❹➂❸➀➆❸➄❹➀❷➂➀➃❹❶❸❽➂➙➙❤➃❿➁❸❹➆❹❸➂❷❻❹❽➂❹❹➂ ➆❹➄➂➀➄➂➀➆➃❹❶❸❼➄➁❽➆➂❹➀❽❹❽❸➁❹➂➀➁❽➂❽❷➂❸❸❺❽➄➂❽➅❹❽❸➁❸➙ ➙❤❾❿➀❸❽➅❸❸➂➆➄➂❽➆➂❼➄➀➃❹❶❸❹❹❹➀❸❸❺❽➄➂❽➅➁➙➙❤❹❹❻❸ ➀❹➆➈ ➀❸➄➂ ➀➛➛❿➄➂❸ ➁❽➀❸➄➂❸ ➆❹➂ ❹❽ øÔ‚¯‡ ¯·Â„ ˙ÂÈ‰Ï ÏÂÎÈ ÈÓ ➉➆❹❽❹❽❽➅❻❽❽❽❽➅❽➈❽➂❽❿➅❷➄❸➂➀➆➈➂➀❸➄➂➀➛➛❿➄➂➅❽ ❹❸❽➂ ❹➂❽❽❸ ❹❽➅➄ ➃❹❶➀ ➁❽➂❸ ❹❷❸ ❹❸❽➂ ➀❹➀ ➉➀➂❹➂ ❽❼➈➂ ÌÈÈÈÙ‡Ó‰ Ì‰Ó ❹❷➇❽➀❻❸➀❽❷❿➁➃❹❻➀❽➃➂❺❷❹➄➀❿❹❽❿❹➂❸ ➆❷❽➂❹❽❸➂❼❹➀➀➀❹❿❽ ø¯·Â„ ˙ÂÈ‰Ï Ìȇ˙Ó ÈΉ ÈÓ ÌÈÎȯÚÓ Ì‰ÈÙ≠ÏÚ ➆❸ ❸❸ ❽❹❽❿ ➁❽➅➈➄ ❹➄❽➂❹ ❹➄➂❽❸➂ ❹❽❽❼➈ ➆❷❽ ❽➆❸➀❹ ❹❽❶➄ ❹❿❹❹➆❷❹➆➀❹➁❽➉❻➀❽➄❻❻❹❹➀➆❹➂➀➀❹❿❽❹➄➀❹➅❹➁❹❻❸❷❸ ➀➆❸❺❻ ø¯·Â„Ï ‰˘Â¯„‰ ‰¯˘Î‰‰❸❿❸❹➆➀❹❸❽❻➄❸➀➀❹➄❹❿➄❸➂➂❽❸❹➆➀❿❹❻❽➈❹ ❹➀➂➁❽➆➂➆❹❽❹❹❹❽❶❹➀➀➆❹❹➃➂➁➆❹❷❷❹➂❸➁❽❽❽➆➁❽➅➂ ➀❹➀➀❹➂➃❹➂❽➃➄❹❶➂➀❸❹❻❽❽➂❹➆➄➂❸➁❽❽❽➆➁❽➅➂➆❸➀❹❽❹❽➀ ❸➀❿❸ ❽➀❽❶ ➁➆ ❹❷❷❹➂❸ ➇❹❶❸ ➃❹➀ ❹➈❽ ➂❸ ➀ ❽❻❿❹➄❸ ➀ ➁❸❽➀➆ ❽❸➀ ➃❽➄ ➁❽➄❹❽➆➀➁❽➄❹❹❿➂ ➀❹❸❹❸➁❽❿❹❺➁❽➄❹❽➀➆❹➂➀❹❻ ø˙ÈÂÚ ˙¯Â˘˜˙ ÌÚ ÌÈ„„ÂÓ˙Ó „ˆÈÎ ➀❸❹❸❹➄➀❽➈❹❻❽❶❸➀❸➁➆❻❹➄❻➀❸➁❤❹❻❸❺❸➂➀❸➀❸ ̉Ó❸❷❻❹❻➂❷❹❸➀❹➆❽❽➅➂➉❻➀➀❸➂❹❹➂➆❹➂❽➄❻❽➄❹❽➆➃❹❽➆❺❶ ❽➆➂✈✈ ❽❼❼❹➈❽❸❸➂❸❽➆❼❹➂❸❸❻➄❸❸ ø‰Ó¯Ó· Ú„ÈÓ ÍÓÓ ‡ÈˆÂ‰Ï ÌȇÂ˙ÈÚ Ï˘ ˙˜ÈÎˉ ➁❽❷❽➂➀❸❹❽❼➈➀➀❹➂➀❸❽❷❻➆❹➄➂➀❽❷❿❸❽❷➂❸➀➆❹➀❶❽➂➁❽➀❽➂➆❷➀❹❻ ƯÙÒ≠È˙·· Ìȯ·˘Ó ❛ 12 Lessons from school crises/ Rena Richtig, Joan N. Hornak/ Education Digest, Jan 2003, vol 68, iss 5, pg 20
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
‰Ó ˙¯Â˘˜˙· ÂÓÒ¯ÂÙ˘ ˙„·ÂÚ· ˙ÂÚË ‰ÏÁ ̇❻❹❸❽➄❹❽➆❸➁❽❻➂➀➆❸❹❶ ➛➛❸➆❹➂ ❸➀❸➃❹❽❾❹➆➀❾❽❹❽❹➈➃❹❷❹➆❼❸❸➆❽➄❹❽➆❸➁➆❷➁❷❹øÌÈ˘ÂÚ ➆❽❽➅➂❞❷❻❹❽➂❽❽❼➈➀❶➅❹➂➂➂❘❿➆➂➀❿➂❻➀❽➈❹➅➀❾❹➆❸➁➆❷ ➁❽❾➀➁❽➅➂❸➂➀❻ø‰ÁÈψ‰ ˙È˙¯Â˘˜˙‰ ˙ÂÏÈÚÙ‰ ̇ Ú„˙ „ˆÈÎ◗❷➀❹❼❽❹❻➀ ➈➅➂ ➂❸ ➁❹ ❻➀ ➁❽➂❽ ❸➂❿ ➅➈➄ ❽❹❸ ❽❹➅❽❿❸ ➁❽❻❹❹❽❷❹ ❹❿ ❽❹❼❽ ❽❷❽➀ ➆❷❽➂❹❹❹❶➀➀❹❽➁❽➂➀➁❽➄❹❽➆❸➁➂❼➂❹❽➀❽➀❸❹❿❸
¯·˘Ó‰ Ô¯˙Ù ≠ È˘ÈÓÁ ·Ï˘ ❽❹❽❶❽➄➂❽➀❻❷❹➈➀❸❺❻➁❽➆❶➈➄➀❹➈❽❼➂❸➀➆❹❼➀❸❻➀ ❸❺❽❶❹➀❽➆➈➀❹❽❺❻❸➀➇➃❹❶❸➀❸➄❸❷➆❽❸❽➀❸➀❿➁➆❹❹ ❹➆➈❸➀❿➀➈❽❼➃❹❶❸➂➀❸➀❽❹❸❸❽➆❸❸➈➄❻➀❸❽ ❽❶➅➀❽❻❿❽❿➀❸➄➂❹➄➂➀➉➀➂❹➂❜❹➂❹❽➅➀❽❸❹➆❹❸➀❽❹❹➀❸ ❹➅❽❽➄➈➀➆❶❹➃❹❶❹❹➄➆❶❹➈➂❸➁❽➂❽❽❸❹❹➀❿ ❛❾➈❸➂➆❹❽❹➆➂❹➀❽❸➀❸❻❽➀➂❹❸❶❸➄❸❸➈➀❻➂ ❽❶❸❹➂➀❺❻➁❽❷❹➆❸➀❹➂❸❽➆❸➀➆❹❽➁❽➀❹➀ øÌÈÈ˙Ò‰ ¯·˘Ó‰˘ Ú„˙ „ˆÈÎ ❹➀❽➆➈➀ ❺❻ ➃❹❶❸ ➂❸ ➀➆ ❹➆❹➂ ❹❽ ➃❽ ➂ ➃❽❽➄➆❸➀ ❹❽➅➈❸ ❹❸ ❽➆➂ ❹➄➄❽➂❸➂❸➉❹➈❽➄➈➀➂❷❹❸➁➂➀❹❺❻❸❻❸❹❽➄➂❽❹❹❹❹❽❿➂❸➇❽❸❽❶ ❸❹❻❸❽❶❹➅❹❽❹➄➄❽➂❸❾❽❹❹❻❽➈➀➆➁❽➀❸➄➂❸➀❷❹❽➂❹➀➂❹❸❹➅➈❹ ➃❹❶
Ô¯˙Ù
¯·˘Ó‰ Íωӷ Ô‚¯‡‰ „˜Ù˙ ˙ίډ ≠ È˘˘ ·Ï˘ ‰Î¯Ú‰
➆❹❸➉❹➈➁➆➆❷❽➂➇❹➅❽❾❽➀❸➀❻❸Ư·˘Ó ¯Á‡ ‰¯˜·Ï ·˜ÚÓÏ ÌÈί„ ❷❹❷➂ ➁❹❻❸ ➀➆ ❽❻ ❹❸❽➂ ❷❹❹❹ ➁❽➂ ➀❹❸❽➄➀ ❽➄❿❹ ❹❹ ➀ ❹❻❽❽➈❹❷➆➂❸❽❻❹➆❸❽➄➂❽❽❻➂❹➁❽❻❹❹❹❽❿➂❻❹➆❹ ❺➆❸ ➆❷❽➂ ➁❽➈❻➂ ❹ ❹➀ ➁❽➀➆➂❸ ➁❽❻❹ ➁❽➄❹❽➆➂ ❹➅➄❿➄ ➃❹➈➀❼ ➅❽➅➀➆❽❹❽❹➅❽❿❻➄❹❹❿❽➆❸➀➀❸❽❷➂❸❻➆➂❹❽ ❹➆➂➀➀❹❿❼➈➂❽❹❸➈❽❻➁❽❽❽➆➁❽➅➂❸❽➄❹❼❽➀❽➀❹❽❹❽❻➃❿❹
❾❹➄❽❻ ➃❹➄❿❹ ❹❽➄❽❷➂ ➃❹ ➀ ❸❽➆ ➃❹❽➀ ❹❽➅➀❸ ❹➂❶❹❷❸➂ ÆÌȯˆÂÓ ˙¯ÊÁ‰ ωÈÏ ˙Ȃ˯ËÒ‡ ‰˘È‚ ❜ ❹❽❽❽➆❸➄❽❻ ➂ ➃➂❺ ❹❼➀❻❸ ➀ ❽➄ ➀➀❹➆➈❽➀❸❹➄➄❿❸❽❻❽❹➄❽➂➁❽❹➂❺❻❸➀❹➄❿❹➂➀➃❹❶❸ ❽➄❿❹❸➀➆➁➄❹❿❷➆❹❾❽➀❸➁❽❹➆➂❹❽❸❽➃❽❽➄➆❽➀➆❽❹❸❽❺➃❹❽❸➂➆❽❿❸➀❸➀➀➁❹❶❸❹❽❸❺❻❸❸➇❽❸➀➆❸❼➀❻❸❹ ➀ ❹➂❸➀❷❻➂❸❶❸➃❹➄❿➁❽❻➈➂❹❽❿➂❽➄❹❽❽❺❿➂➁❽❷❹➆➁❽➅➄➄❽➈❹❷➅❹➂➁❽➄❹➆➂➁❽➄❿❹➅➁❽❽➈➂ ❸❺❻❸❾❽➀❸➀❹❸❽➄➀➅❽➅❸❹❸❽❼➅❽❶❹➀❸❾➆➂❸❸❺❻❸❸➀❹❸❽➄➀➀❹➆➈❹➆❷❽➂❿➆➂➂❸❹➂❸❹❽❸❽❼➅❽❶❹➀❽❽➀ N➀➆❹➂➂❸❽➅➁❽❹➂❸❹➀❹ N➀N➃❽❸➆➄❹❽➄❹❿➂➀➀❹➂❸❸❺❻❸❸➂➃❽ A strategic approach to managing product recalls/ N. Craig Smith, Robert J. Thomas, John A. Quelch/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❻➀ ➁❽➆❹❽ ➄❽❻❹ ❸❽➀ ❹❷➂❸ ❞❸➀❽➆❽❹ ❸❽❸➂ ❽❶❼❼➅ ❽➄❿❹ ❹❽❶ ❹➄❹➆ ƉÙÂÚ˙ ˙¯·Á· ÍÙ‰Ó ˙ÎÈ¯Ú ❛ ❞➁❽❽❶❼❼➅➀➁❽➅❿➄❽❿➂❹➃❺➂❸❸➄➂❽❹➄❽❹➆➂❹➀❽❺➄❶❸➁❽➅➄➄❽➈❞❹❻❹➀❸➀❽❸➂❻❸❹❹❽❘❸➂❹❽❽ ❹❹❹❽❹❽➄◗➁❽❷❹➆❸➃❹➂❺❻❸❹❸❷❹➆❸➄❸➀❽➄❹❶❹❹➄❽➂❞❻❹➀➀❸➅❽❼❸❽❹❹❻❽❹➄❽❹➂ ➁❽❹➁❽➄❹➂❹➂➀➅❹❼➀❘❹❽❹❼❹➂❹❻❹➀➀➈➅➀❹❽➇➅❿➀❹➅➄❿➄➇➅❿❹❻➀❽❿❸➁❽❷❹➆❸❹❹➈➀❻❸ ❽➄➈➀➄❸➀◗➃➂❺❹❻❹➀❞➁❸➀➃➆❼➂❸➁➆➃➂❺➁❹❽❸➀❞➁❽❽❽❼❼❹➁❽❽➄➁❽➅❹❼➂➁❽❹➁❸❽➂➅❹❼➀ ➃❿❷➆➀❽➄❹❶➁❽➄➈❹❹❽➄❽❷➂❹❽➁➀➀➁❽➄❿❹➂❹❽❸❽❸➂➀➆❹➁❽❹➁❸❸➂➀❹➀❹➆❸❹❽❹➆❼➀➆➁❽❽❺❿➂❹❻❹➀ ➀❹➆➈➀ ❹❽❽ ❹❽❹❿➂➅ ➄➆❸❹ ❸❻❸ ❽❷➆❽➀ ➀❹➂❶ ➃❽ ❽❽ ➁❽❷❹➆➀ ❹ ➃❹❹❽❿❹ ❹❽❻➄❸ ➃➂ ➀❿❸ ➀➆ ➁➀❹❿ ✈✈❏❹❽❿➆➀❿❸❹➆➀❹❹❽❷❻❽➀❿❸❹➆➀❸➂➀❿❸❹➆➀✈✈❝➁❹❼➄➂❹➂❽❽❾➈❸➂❸❾❽➀❸❽❺❿➂❽❿➂➃❹❶❸➀❽➂❹❽➂❹❽❸
Right away and all at once: How we saved Continental/ Greg Brennman/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁❽➆❹❸❷❽❿❹◗➆❷❽➂❽➈❷❹➁❽➂❹❹➈➃❹❽❷❹❹❘➃❹❶❸➀➆➂➄❸➂➃❻❼➄❼➄❽➆➂❹❽ ➀❹➀ ❸➀ ➁❽❷❹➆➀❹ ❹❻❹➀➀ ➁❽❷➈➄ ➁❽❽➄❹➈➀❼ ➆❷❽➂ ❽❹❹ ❻➈ ❷➆❽❸ ❽➀❸ ➀➆ ❹➆❽➈❸ ❹❷➂➆➀➆➆❷❽➂➇❹➅❽➀➁❽➅❹❷❹❽➂❹❹❾❹➆➀❸❹➄❸❾❷❸➀➆❹➂❸➀➆❽❶❸➀❹❹➀ ➁❽➈➅❹➄❷➆❽❽➀❸❹➁❽❷❹➆❹➆❷❹ ❷➆❽❸ ❽➀❸➂ ❷❻ ➀❿ ➁➆ ❹➀❽➆❽ ❹➄❽ ➁❸ ø¯·˘Ó‰ ÌÂ˙· ÔÂÁ·Ï ˘˜·˘ ˙Âχ˘‰ Ô‰Ó ❸➂❿❷➆❤➁❽❿➂❹❹❻➈❽❿❸❹➀❹➃❹❶❾➂❹❽❿❸➁❽❹❻❸➁❽➀❸❸➂❹➀❤➁❽❽➂❽➄➈❸❹➁❽❽➄❹❽❻❸ ❾❽❸➂❤❽➀❼❹➄❹❽➀❽➀❽❹❽❻❹❽➆❸❽❸❸❽❷➂❸❽❹➅❽❿➁❸❤➁❽❽❽➆➁❽➅➂❹➀❽➆❽❹➄➆❸ ➀❽➃❹❶❸❽❽➆❸❹❽❸❽❸➂❤❹❻➂❹❽❹❹➆❸❹➀❹➀❤❹➈➀➄➂➀➆❹➆➀ ➁❽➈➅❹➄➁❽➂❽❹❿❽➅❽➁❸❤➃❹➂❽➂❹❹➂❽➈➅➂❽➁❸❤➃❹❿➄❹➄❽➆❸➂❤➂❸❹➆ ➀➆❹➆➀❷➄➃❹❶❸❸➂❤➁❹➈❸➆❹➄➂➀➄➂➀➆❹➆➀➃❽➄❸➂➃❿➁❤❹❸➃➂❺❹❹➆❽ ❷❻➀❿➀❹➂❽❹❹➀❽➆➈➇❽❸➁➂➀❹❽❶❸➀❤➁❽➂➀❹➆➈➀❸❹➄➁❽➄❹❽❾❹➆➀➄➂ ❻➄❹❿➂➁❽❹❷➀❽➆➈❸➀❹❹❽❸❾❷❸❹➁❽❽❽➆➁❽➅➂❷❻➂❽❷❶❸➀❷➆❽❸❽➀❸➂ Ú„ÈÓ ˙ίډ· ¨Ô˙È˘ ‰ÓÎ „Ú ¨È·È˘Èȷ‡ ˙ÂÈ‰Ï ‰Ò˙ ❻❹❹❽❷❹ ❸ ➆➂ ❾❽➀❸ ❹➈❽ ¯ÂÙÈ˘Ï ˙·È˯Ëχ ÌÈί„ ¯„‚‰ Ɖ‡·‰ ÌÚÙÏ ˙ÂÓ‡˙‰ ͯڠ˙„ÓÏ ‰Ó ÌÎÒ ÆÌÈÂ˙ ÁÂ˙È·Â ÆÌȯ·˘Ó ωÈÏ Ô‚¯‡‰ Ï˘ ‰Î‰‰ ¯˘ÂÎ
„È˙Ú· Ìȯ·˘Ó ÈÙÓ Ô‚¯‡‰ ÔÂÒÈÁ ≠ ÈÚÈ·˘ ·Ï˘ Èω˜ ÏÎ ·¯˜· ·ÂË Ôˆ¯Â ·ÂË Ì˘ ˙ÂÚˆÓ‡· ‰‚‰ ˙ÙËÚÓ Ô‚¯‡Ï ¯ˆÈÏ ·Â˘Á ❽➇❹❶➀❽➂❷➃❹❶➀❸➄❹❸➃➂❺❾❹➀❹❽❽➅❻❽❽➄❿❹➀➆➈❸❤❷❽❿ Æ„Úȉ ❸❹ ❽❽❸ ❸ ❾❷ ❷➆❽❸ ❽➀❸ ➀ ➅❻❽❽❸ ❻❽➀➂❹ ➀❽➆❽ ❽❶➄ ❶❹❷ ➃❽➂ ➈➅➀❹❹➆❸➆❽❸➀❹➀➀❹➀❹➀❿❹❽➁❹➆➂➁❽➀❿➀➆➈❸❹❾❽➀❹➅❻❽❽❽ ❾➆❸❹❷❹❷➂➁❹❿❽➅➀❽❻❹❽❻❹➄❹➆➅❽➅➀➆➃❹❶❸➀❸➄❹➂ ❽➄➀❼❹❽❶❹➈➅❽➂➆➃❶❹➂❹➄➄❽➃❹❶❸❹➂❽❹❹➀❽➆➈ ➅➆❹❽❤❷❽❿ ÆÌȯ·˘Ó ÏÂ‰È ˙¯Â˙ Ï˘ ÌÈÁÓ ÌȘ ıÓ‡Ï ˘È ˙È‚¯‡‰ ˙·¯˙‰ ˙¯‚ÒÓ· ➁❸❹ ❹❼❸ ➃❹❸ ➂ ❾❽➆❸➀ ❽❷❿ ❷➆❽❸ ❽➀❸ ❹❷➂➆ ❻➂❹ ❸➄➀ ❻ ❹➀❹❻ ➁❽➂➀❹❸❽➄❹➀❽➆➈❷❹❹➀❹➆➈❽➈➅❹➁❽➂➀❹❸❽➄❽➄❿❹➇❼❹➃❿❷➆➃❹❶❸➀❹❼❸ ❹❿❸❹➆❽➁❽❹❷❸❶❷➁❽➂➀❹❸❽➄❹❹❶➈➂➃❹➆➀❻❾❹➆❹➀❽➆❽❹➂ ❸➇❹➅➀❸❹➄❸❿❸❹➆➀❸❹➄➁❽➄❹➁❽➈➁❹❽❽➀➁❽❽❻❸➁❽➄❷❹❹❷➄❿ ➃➂❺➁❸➀➈❼❹❸❸❺❽➄➂❽➅➀
ÔÂÒÈÁ
ÌÂÎÈÒ ≠ ÌȘÒÚ‰ ÌÏÂÚ· Ìȯ·˘Ó ÏÂ‰È ÌÏÂÚ ˙‡ Ô‰ ·ÈÈÁÓ˘ ‰Ó ÆÌȯ·˘Ó Ï˘ ‰Î¯‡ ‰¯„Ò ÌÚ ÏÁ‰ È˘ÈÏ˘‰ ÌÂÈÏÈÓ‰ ø„ÓÏ ‰Ó ʇ ª˙ȯ„ÂÓ‰ Ìȯ·˘Ó‰ ÏÂ‰È ˙¯Â˙ Ï˘ ‰Èʯ· ÌÈÚȘ· ˙ÂÈ‰Ï ˙ȯ·Ȉ‰ ˙ίÚÓ‰ ˙‡ ԉ ÌȘÒÚ‰ ➆❹❹➄❽❸❹❹❸➂➂❽➆➂❸➁❽➅➆❸➁➀❹➆➁❽➄❹❻❸➁❽❹➆❸❽➄❾➀❸➂❸❻❹➈❽➈❿ ➃❹❶❸➂➆➄❹➂❸❽❹➈➀➁❹➅❻➂➀➀❿❸❽➅➀❹➁❷❽➄➀➃❹❶➀❾❽➈❸❽➀❺➄➀➁❹❶➀➀❹➀➆❸ ➁❽➂ ❽❶❹➅❹ ➂ ❹➈❸➀ ➁❽❽➂❸ ➁❽➂❹❶❸ ➇❽❸ ➁❽➄➄❿❹➂❸ ❹❽❷➆❽ ➆ ➀ ➁❷❸➀ ➁❽❼➀➂❷❽❿❸❻➄➂❸❸❽➄❹➈❸❸➄❽❸➁❽➂➀❹❸❽➄➁❽➄❽❽➈➂➀❹❹➆➁❽➄❹➂➁❽❽➀❽➄❼❹➈ ❷❷❹➂❸➀➁❽❻❽➀➂❸❶❽❸➄➂❹➃❹❶➂❸➂➀➆❹➁❽❽➈➂➈➁❹❺➄➁❽➂➂➂➂➀➆ ➁❽❹❽❶❿➆❹❸➂➀➁❽➀❹❿❽❹➅❽❸➀❹➂➁➆
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
˙ÚÈÓ❽➄❸➃❹❶❸˙¢ÏÂÁ ❹❽➃❹❸ ÆÌÈ·ÈÎ¯Ó Ú·¯‡Ï ˜ÏÁ˙Ó ÈÚˆ˜Ó Ìȯ·˘Ó ÏÂ‰È ➃❹❻❸❽❿➂❸➀➆❹➈ ¯·˘Ó‰ ωÈ❽➆❽❸➂➀ ÔÂÎ˙❽❽➀❸➆❹❸❹➈❸ ‰¯Î‰ ❽➄❸ ❸❸❺ ❽➄➂❽➅➀ ·Ï ˙Ó¢˙ ➃❹❸ ÆÌÈ·Ï˘ ‰Ú·˘Ï ˜ÏÁ˙Ó ¯·˘Ó‰ ÏÂ‰È Ô¯˙Ù❽❽➂❻❸˙È˙¯Â˘˜˙❹➀❽➆➈➀❹❸❽➄❽➆❽❸➆❹❸➀➆˙ÂËÏ˙˘‰❽❽➀❸➀❻❸➂❸ ➁❽➂❽➄➈➂➃❹❶❸ ÔÂÒÈÁ ❽➆❽❸❸❹·ˆÓ ˙ίډ❽❸➂❸➂➁❽❻❹❹➈❸❹❸❽➆❸ ❸❸❺❽➄➂❽➅➀❹➅❻❽❽❸❽❸➄❿❸➅❹❻❤➁❽➂➀❹➂❹❷❷❹➂❸❹❽❺❿➂❸❹❽❹➆❼❸❷❽➆ ❹ ➀❹❸❽➄❹ ❹ ❽ ❸❽❷➂❸ ❽➄➀ ❸❽❹ ❹➅❻❽❽❸ ➅❹❻ ❽❷❽➂ ❽❼❽ ❹❼➀❻❸ ➀ ➂❸❹➈❸❽❷❽➀❸❽❸❽➄❹❸❹➆❼❸➀➆➀➁❽➄❻➄➁❽➄❹❶❹❿❺➀❹❻➀❹➀ ➉➈❸➆❶➂➂❸➀❹❸❽➄➁➆❹❷❷❹➂❸❸➄❹❿➂❸➀➆➀ ¯Â˙ȇ ❽❿➂❶➅➂ ø¯·˘Ó‰ ı¯٠ÈÙÏ ÌÈÓÈ„˜Ó‰ ‰Î‰‰ È·Ï˘ ˙¯‚ÒÓ· ˙¢ÚÏ ıÏÓÂÓ ‰Ó ÌÈÚÂÓ❷❽❿➆❽❶➈❽❿❸❹❸➁❽➂❹❻❹➀❽❹➂➀➆❽❶➈❹❸❸➂❿❷➆➃❹❻➀❷➄➃❹❶ ¨˙¢ÏÂÁ‰ ❿➆➂➀➆❸❽➂❷➆❽❸❽➀❸➀❿❾➂➂❹❼➃❹❽❽➄❹➆➂❤❸❽➆➀❹❹➆❸ ❹➂❻➀❸❸❺❽➄➂❽➅➀❹❹❽➆➀➈➂❹➄➄❽❸❾➆➂➁❹❽➇➅❹➄➁➀❹❿➁➆❸➄❽➁❽➅❻❽ ➁❽➂➀❹❸❽➄➀❽➄❿❹❽❿➂➃❹❶❸❽❤ÔÂÎ˙‰❾❽➀❸❶➅➂➁❽❹➆❸➂❹➅❻❽❽❸➀➀ ❸➄➂➂❸➀❸➄❸❸❽➄❸❻❸❽❷❹➆❽❷❽➀➆➃❿❹❸◗❤❾❽❹❤❽➂❤❹➆➀❸➂❘❹❽❻➄❸❹➀❹➆➈➈➅ ❹➀➆➈➀❹➂➀➃❹❶❸➃❽❿❸➀➁❷❽➈➂➆❹➂❽❹❹➁❽➂➀❹❸❽➄➀❹❹ ➀➆➈❽❹➄➂➂➁❽➂➀❹❸❽➄➀❺❿➂❿➂❽❽❺❽➈➁❽➂❽➂❽❽➀➆❹➀❹❹➈❸➆ ➆❹❸➀➆❼➀❽❹➃❹❶❸❹❹❸ ❸➀❸➄❸❸❽❽❻❽❸❶❸➂❶❹❻➆❹➀➀❹❻❽øÂÈ˙·˜Ú· ÌÈ˘ÂÚ ‰Ó ı¯Ù ¯·˘Ó˘ ÌÈÚ„ÂÈ „ˆÈÎ ❹➂❸❽❷➂❸❞➃❹❶❸➀❹❼❸➁❸➀➆❽➀❽➀❸➆➈❸❹➀❸❞❹❹❼➀❻❸➀➀❸❽❿❸ ❹➂❽➂❸ ➁❹➂❽➄❽➂➀ ❺➄❸ ➁❹➂ ❽❷❽❽➂❸ ❷➆❽❸ ❹ ❹➀ ➀❹➀ ❹➀❽❻❽ ❷➆❽ ❽➀❸ ❞➃❽❽➄➆ ➁➆ ❽❽ ➂❸ ➀➆ ❷❹➂➀➀ ❸❽➆❸ ➃❹➈❹ ❽❹❸❽❺ ➃❹❶❸ ➀❸➄❸ ➀➆ ❹➀❼❹➂❸ ❹❽❷❽❽➂❸ ❷❶❸❽❹❹➀❽➆➈➀❹❽❹➈❽❷➆❷➅❹➁❽❻➄➂➁❽❹❹➆❽➁❽❼➄❹❹➀❷➆❽❽➀❸❽❹❸❽❺❹❽❹❸ ➁➆❹➇❹➅➀❹➃❹❶❸❽❹❷➀❹❽❻➄❸➃➂❹➂❸➀➆❻❹❹❽❷➁❽❽❽➆➁❽➅➂❸❽➂❻❷➆❸❹➀ ❹❽❸➂ ❸❽ ➂ ➀❹❸❽➄ ➀❿❽ ❹ ❻❽➀❽ ➃❹❶ ➁ ➆❽ ❽❺❿➂❸ ❽❿➂❸ ❷➆❽❸ ❽➀❸ ➀❿ ➆❹➄➀➀❽❻❸➀❹➆ ❷➆➀❹➄➂❷❺❸➃❹➀❻❷➂❹➆❸➀❸➄❸❸❹➀➂❸❽➈❷➆❹➂➂❹❹❶ ❸❽➅❹➁❷❽❽❻❸➆❽❶➈➀❽❸➆❹➀❸➂❘ ➃❹❶◗❏❷➀❹➆❾➂➀➂❹➄➂❷❺❸❸➃❹➀❻ Ìȯ·˘Ó ωȷ ˙ÈÁÓÂÓ ➀➆❸❼❽➀❷❽❹❽➅➄❸➃❹➀❾➈❸❽❹❽❼❽➆❹➄❽ ?מוכשרת ➁❶❽❺➄❸❹❷➆❽❸❽➀❸❹❸❽❷➂❸❽❷❽➀➆➇❹❽➁❽➆❹❸ ❹❽❽❹➆➂➂❸❽❸❽ ÈÓÈÒÏ➀➂❹❽➄➆❸➀➁❽❽❽❻➃❹❶❸➀❸➄❸❽➂❹❶ ➆❹❸❹➈❸➆❹➄➂➀❸❼➂➁❸➂➁➀➆❸➀➀❹‰¯‰Ê‡ ➀➀❹❻➂❽❿‰¯ÈΉ❸➀❸➄❸❸❹➉➈➂❸❻➀➀➆❹➈ ➃❿❸ ➀ ❽❽❸ ➅❼➄❽➀ ❹➈❽❷➆ ➀ ❽ ➆❹ !אמיתית ➉➀ ➀➀❿ ❾❷ ➂ ➆ ❹❽❸ ➃❹❻❼❹ ❹❽ ➀➁❽❷➆❽❸❷❽❸❹❻❷➀❸❽➀➆❹➁❽❷➅➈❸❶❹➈➅➀❸❻❸ ➃❹❶ ❹❺ ❸❻➄❸ ❻ ❻❹❹❼➀ ❹❽❻❹❹ ➀➆ ❸❽➂ ❹❹❿➂➅ ➁❹❻ ❻➂❸ ➆❹ ➀➆ ❹❽❻ ❻❽ ➁❿❻ ➀❽❻❽❾❿❻❹❸❽➅➀❹❹❽➀❽❽➂❹❸➄❿❸❶❷➆❽❽ ±≠‰ ˙·ÊÈχ ‰ÎÏÓ‰ ➀➆ ˙ÂËÏ˙˘‰➀❽➄❹❸➀➁➂❽➂❹❷➀
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁❽❷➆❽❸❽❼➈➂❷➂➆➂➂❸❹❻❹❽❸❸❹➄❽➂❹❿❺➀➉➀➂❹➂❹❷❽❽➂❹❼➀❻❸➀➀❸❹❻➂ ➀❹❸❽➄❹❹➁❽➀➆➈➂❸❽➅❸❹➃❹❶❸❽➀❻➂➆❹❸❷❹❷❽❹➂❽❹❸❽❺❸❺➀➁❽❽❺❿➂❸ ❻❼➀❽❷❽❽➂❹❽❹❹❸❶❽➄❹❽❹❿➀❸❹➆❹❸➀➆❹❼➀❸❸➀➂❸➂➁❽❹➅➆❸➁❽➂ ❽❿ ➀❸➄➂ ❽❹ ➇➅❹➄ ➀❹➈❽❼❹ ➉❹➀❽❻ ❸➀❸ ❹➀❹➆➈ ➁➀❹ ➂ ➃❹❻ ❾❹➆➀ ➆❷❽➂ ➇❹➅➀ ✈✈❏➂➀➁❽❶❹❷❹➄❹❹➄➀➈❿❽✈✈❝➅➂❸➆❽❽❹❸❹❺❾❷➀➆❽❶❽➃❹❶ ❽❶❸➀➃❹❶❸➀➆➁❽➂➀❹❸❽➄➀❸❻➂❹➂➀❹❽❹❽❺➆❸➀➉➀➂❹➂ ˙È˙¯Â˘˜˙‰❹➀❽➆➈❸➀❹❸❽➄ ➁❽➀❹➀➆ ➃❹❿➄ ➅➂ ➀ ➀❹❿❽ ➅❹❻ ❹ ❹➈❸❸ ➀ ❹➆❼❹➂ ❹❼➀❻❸ ➆❹❸ ➀➆ ❽❷❽❽➂ ❸❽❸❽➇❽❷➆➃❹❶➀❹❷➁❽➄➂➂❷➆❽❸❽➀❸➁❽❸❺➂❤➁❽❹➆❸➂➃❹➅❽❷❽➀➃❹❶❸➀❽❹❸➀ ➁❽➅➂❸➂❻❷➆❹➀➀➆➃❹❷➄❹❸➂❸❹➆➃❹❶❸❹❸❽➆❸❸❸❹❺❻❽❿❹❸➀❹❽➀➆❷❻❹❷ ➀➁❼➀❻❹➂➃➈❹❷❹❹➀➃❽➄❸➂❾➁❽➂➁❽➂➀❹❹❹➁❽❺❹❻❹❻❹➈ ❹➀ ❹➄➈➅❸ ➀✈✈ ➛➛❼❹❼❽➀ ➀✈✈ ➛➛❸❹❶ ➃❽✈✈ ➁❽➂❹ ➀ ❺ ➁❽➂❹ ❹❸➂ ➁❽➆❷❹❽ ❽❽➂➁❽➆➄➂➄❸➂❹➆➁❽➄❽➂❻❹❹➀➆➁❽➂❹➁❽❽❽❹➁❽❽❼➀❻❸❹❽❸➀➁❽➀❷➂➛➛❸➄❹➀❸ ❹❻❾❿➁❽❷❹➂❤❹➆❼❸➆➃❹❶❸➁❸❶❷❹❹➄❿❹❻❽➈➀❸❹❻➁❽❽➆➂❹➁❺❽➄❹❶❽❼➄ ❹❸➀➆❸❽❷➂❸❹❽➅➂❸➀❽❸❸❹❽❽➂❹❶❹❻❹➀➁❽❷❹➆❷➆❽❸❽➀❸➀❿➁➆➀ ➀❸➀❹❹❺➆➀❾❽➂❸➁❽➀➆❸➀❹➁❽➆❸➀❸➀❹❿❽➁❹❶❷❻❹❽➂❶❷➁❽➀❽❸❽❷➂❸➁➆ ❹❹➀❽➆➈➁❹❻❹➃❹❶❸➃❽❸➀➁❸❽➀➆ ➀❿➁❽➀➈❼➂❹❽❶❹➀❽➆➈➀➁❽❺❹❻❸❽➆❸➁❽❹➈➆❹❸➀➆➁❽❼➀➂➂❸¯˙Ù ➁❽➂❹❻➇❹➅➀➁❽❷❽➈➂❸❸❹ ‰Î¯Ú‰‰➀➀➁❽❹➆➃❿➂❻➀➂❸➀❽❹❹➀❸❹➆➈❸ ➁❽❻➂❾❹➆➀➉➀➂❹➂➆❹❸➀❽❻❷➆❹➂➂❹❽❹❻❸❸❻➁❽❹➆❹➆❷❽➂❹ ➁❽❿❷ ❽❷❶❸➀❹ ❹➄➅➂ ❽➅❸➀ ➂❸ ❾➀❸➂ ➃❹❶❸ ➀❸➄❸ ❷❽❿ ➃❹❻➀❹ ➁❽➂ ❽➄➈➂ ➃❹❶❸ ÌÈÒÁÓ ➇❹➅➀ ❸➄❿❸❸ ❹❿ ❹➈❽➀ ❹❽❽❼➄❼➀ ➁❽➄❹❸ ❷➆❽❸ ❽➀❸ ❹❼ ➃❹ ➀ ❸➄❶❸ ➈❼➆➂ ➁❽➄❹ ❤❸❼❽❸ ❷❽➆ ❽➀❹❸❽➄❸❸❽➈❹➅❹➀❽➈❸❶➅➂➁❽➂❸➀❹❸❽➄❹➀➁❽❻➄➂➁❽❹❹➁❽➂➂ ❽➄➈➀❹➄❽➂➀ ÆÔ‚¯‡‰ Ï˘ ÏÚ‰ ÔÂÊÁ ˘ÂÓÈÓÏ ÌȯÊÂÁ ‰¯ÚÒ‰ ˙‡ ÌÈ„¯Â˘ ¨ÍΠ➃❹❶❸➀ ➁❽➂➀❹❸❽➄❹➀➁❽❼➄❹❹➀❸❷❹➂❽➀❸❽➂❹❻➀❿❹➄❶➅➀➃❽❽❷➆❽❿❹➄➅➂➀➁❽➆❽❶➂➁ SPIN≠‰ ˙¯Â˙
¯˙ÂÈ ¯˙ÂÈ Æ❛SPIN≠‰ Ô¯˜Ú ≠ ˘„Á ‚˘ÂÓ È˙¯Â˘˜˙‰Â ÈËÈÏÂÙ‰ ÌÏÂÚ· ˘¯˙˘ ˙¯Á‡‰ ÌÈ˘· ➂❸❹➄➄❽➃❽➈➅ øÂ¯Â˜Ó ‰Ó øÂ˙ÂÚÓ˘Ó ‰Ó Æ❛¯·˘Ó È·ˆÓÓ ıÏÁ‰Ï ˙Ó ÏÚ ÈÏη ÌȯÊÚ ÌÈӯ‚ ➁❽➆❹➀➁❹❶➀❽❷❿➂❸➇➈❹❿➀❹❽❽❽❹❽❸➀➃❹❽➅➄❸➁❸➄❽❹❸➂❹➄➄❽➁❶➀ ◗➛➛➅❻❽❘❹❽❽➅❻❽➃❽❹❷➀❸❸❹➄❹➄❹❹❿❸➄❹➂➈❸➀❿❿➁❽➆❹➁❽❹❼❹❸➀ ❸❽❹❼➅❽❸❸ ❽➂❽ ❽➂ ➃❽➈➅ ➁❽➅❹➆ ➁❷❸ ❽➄ ➀❿ ➂❸ ❛❹➄❹❽➆❹ ➁❽➅➆ ❸❽❼❽➀❹➈ ❽➅❹➂ ❾➈❹➄ ➁❸❽➆➂➀ ➀ ❸❼➂ ➃❽➈➅ ❹➅➆ ❸❽➅➄❿❸ ❽ ➁❽➈❹➅❹➀❽➈ ➁❽❿➀➂ ❽❹➄❸ ❶➅➂ ❼❹❻❸ ➃❻ ➆➀ ❹❽❺ ➆ Pitcher❹❷❿❸ ❾❽➀➂ ➃❻ ❽❷❽➀➆ ❹❷❿➀ ➄❽➄❸ ❽❹❽➅❸ ❸➆❹➄❸ ÆÔÈÙÒ ❛ ➁❽❹❷❿❸❾❽➀➂➃❻➀❹❿❽➀❷❷➂❿➂➂➃❽➈➅❸❹❽❸➂ Baseball➅❽➅❹❷❿❻➂ Spin. (before 12c) 3 a: to revolve rapidly. b: to feel as in a whirl. 4: to move swiftly especially on or as if on wheels or in a vehicle. 5 b: to descend suddenly, helplessly and out of control. 3 a: to stretch out or extend (as a story) lengthily. b: to evolve, express, or fabricate by processes of mind or imagination. (1831) 1 a: the act of spinning or twirling something. b: the whirling motion imparted (as to a ball or top) by spinning. c: a state of mental confusion. 4 a: a special point of view, emphasis or interpretation. Merriam Webster’s Collegiate Dictionary/ 1997/ pg 1132/ ISBN 0-87779-710-2 Spin This/ Bill Press/ Pocket Books, Simon & Schuster, 2001/ ISBN 0-7434-4267-9 ❛ Spinning out of control/ Ian Hangreaves/ History Today, Mar 2003, vol 53, iss 3, pg 38 ❛
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
χ¯˘È· ÔÈÙÒ‰ Ï‚ÚÓ Æ±≥≠∂ ¯Âȇ ➆❷➂ ❷➅❽❽➂ ◗➅➛➛❸➄➈➀ ❛❘ ➅❹❼❹❷❹❸ ➈❽➅➃❽➈➅❸❹➀➅❽➅❸❽➂❸❸❽❹❼➅❽❸❸ ❽❹❷❻➃❹❿❷➆❽❺❿➂➀➀❿➃❽❸❹❹❽➆➂❽❹➈❽➅ ❻❹❹❽❷❸ ❾❹➈❸➀ ❽ ❹❷❻ ➀➆ ❻❹❹❷➀ ❽❷ ➀ ❹➄➅❽➈➀➆➃❽➈➅❽❽➆❹❻➂❸❷❽➄❷➂➀ ‰˜ÈËÈÏÂÙ ➀❿➅❶◗ ❘❽➈➅➁❽➀❽❹❹❹❹➂❸ ➃❽➈➅➁❽➅❹➆➁❷❽➄ ˆ¢ÒÁÈ ˙ÂÂ˙ÈÚ ➙❸➂➁➀❹➆❸➀❿➙ ➀❿➙ ❿➄ ➛➛❸ ➀ ❹➂➆❸ ➀❽❶➂ ❽❷❽➀❽ ➁❽➄ ❼➆➂➀ ➙➁❽❹❹ ❹❷➀❹➄ ➁❷❸ ❽➄ ❹❿➀➀➁❽❶❹❸❽➂➁❽❷❽➀❽❸❽➄❸❽➈ ➁❽ ➁❽➂❹❶ ❽❼❽➀❹➈❸ ➁➀❹➆ ˙ȯ„ÂÓ‰ ‰Ù˜˙· ÌȘÒÚ ❽❹❽ ➁❽❿❹❹ Spin Rooms➃❽➈➅❽❷❻ ➁❽➂❽➂ ❽➂ ➁❹❷➂➆❹➂ ➁❷➀ ❽❷❿ ❹ ❽❻➂❹➂ ❶❽❸➀ ❽➀ ➃➙ ❝➂❹❹ ❻❹➈ ❹❸❿ ❷❻❹❽➂ ❷➀ ➀❽❻➂ ❹❸❿ ❤➃❽➈➅ ➅❹➆ ❽❽❼❽➀❹➈ ➀➆❹➅❿➀❸❼➂➁❸❽❹❻❹➀➀❽❹❽❻❽➂❷➁❽➄❹❹➃❽➈➅➁❽➅❹➆➃❽❷❽❿❹➆❛➙❾❿➁❽❷❸ ❷❹❹❽➀❹❸➆❹➄➀❹❸❽❽➆❹❷❻❸❽❹❷❽❶➅➂➃❽➈➅❹➅❹➆❸❽❺❽❹❹➀❼❹➆❹➈❹❶❸➄❸ ❹➆❽❷❽ ❹➆❽➈❹➂ ➁❽❽➂❹❽❸ ➁❽➄❹❽➆ ➁❽➅➆❸ ❽❹❷➂ ➁❽➅➆❸ ➁➀❹➆ ❽❺❿➂ ❽➀❿ ➃❽➈➅ ➀➆ ❸❽❹➄ ➃❽❹❼❽➈❹❛❹➈❽❽➈❿➁❽➆❹❶❸❿❹❽❸➀➁❽➄❹➆❸➁❽❷➅➈❸❸❹❻➂➃❹❻➄➀➆❹❽❸➂❹❻ ➁❸❽❹➂➁➅❸❽➆➂➁❽➅❸➃❽➈➅➁❽➅❹➆❹❽❿➂❽➄❽➄❹❶❸➄➂❽❹➄❽➀➁❽❿➈❹❸ ❹❺➀❸❺❽➄❽➂❹❽❽❼❼❽❶❸➀❽❷❿➃❽➈➅➁❽➅❹➆➁❽❶❹➁❽➄➁❽➀❽❽❼❹➆➀➁❽➀❶❹➅➂ ➀❿➁❶➅➂❼➄❼➄❽➁❽❼➛❽❷❻❽❹❼❽➀❽❽❸❽➄❷❹➂❸➃❽➈➅❸❽❹❺➀❹❺❹❸❺➀❸❺ ➀❿❽➄❽➆➀❹➃❽➈➅❷❽➂➀❸❹❹❸❽➂❹❽❸➀➀❹❿❽❷❻ DoubleSpeak➀➀❽❹❸DoubleThink❹❽➈➀➆ Ʊπ∏¥ ≠ ϯ‡ ➛‚¯Â➛‚ Ï˘ ¯ÙÒ øÔÈÙÒÏ È¯„ÂÓ‰ ¯Â˜Ó‰ ❸❺ ➈❹❻➙ ➙➁❹➀ ❸❺ ❸➂❻➀➂➙ ➃❹❿➄ ❸❺ ➃❽➂➂❹ ➃❹❹❿➂ ❸➂➂ ❾➈❸❸ ➂❹ ➁❷ ❤❹➆➂➂❸ ➁❽➂❽❹➅➂➁❽❶❹➂❹➁❽➀❽➂➀➆❹❹➀➀❹➂ WashingtonSpeak➀❽➄❷❹➂❸❹➂❽❸➂❶❹❷➀➙❹❷➆ Gun Control➁❹➂❷❻❸❹➂❻➃❹❽➆❹❹➀➆❹❷➂➆❹➄➀❸❼➂➁❽❻➁➈❽➀❻❸➀ ❸➂➂➀➁❽❶❸❹➄➀➁❷❽➄➁❽➄❹➁❽❶❹➂❽➄❽➅❽➈❾❹❻❹❹❞Gun Safety❹❻➀❹➀ ➁➁❽➆➄❿❹➂❹➆❹➂➀➁❽❹➁❽➄❸➂➁❽➂❹❹➀➁❽➂❹❸➂➀➁❽➄❹❹❿➂➀❹➁❽➄❹❹❿➂ „ÂÒ Âȇ ‚˘ÂÓ‰ ¨ÔÈÙÒ ÏÚ Ìȯ·„Ó ÌÂȉ ÌÏÂÎ❹➄➀❹➄❽➂❽➁❶➁❽➂➆➈❽➈➅➂❸❽➂❸➀➆❹❺❻➄ ➁❽❿❽➂➁❽➂➂❸❽❽➆❽❽➅➂➁❽❽➆➀➃❽➈➅ Spin Doctor➃❽➈➅❸❻➂❹➂❽❽❼❽➀➅➀❿➀ Ư˙ÂÈ ➀❹➂❹➂❹❷❹❻❽➀➆❽❽➅➂❸➂❻➀➂➆❸➆➈❸❹➁❽❻❽❿❷❻❸❷❹➆➁❹➂❸➂❶❸ Age of➃❽➈➅❸➃❷❽➆➁❽❽❻❹➄❽❿➁❽➅❹❶❸❽❽➄❷❹➂❸➁➀❹➆❽➄❹❽❻❹❷❽❸❽➀❿❸❹❹❸➂➃❸❽❽❹ ❹❽❽➅❻❽❽❻➂❹➂➁❽➂❹➅➈➃❽➈➅❽❻➂❹➂❿❽❹❹➀❽➆➈➁❽➅❹➆❸➀❿➁❽❶❹❹➅➂❹Spin ➁❽➅❹➆❸❹ ❹ ❽➄ ➁❽➂❹➄ ❽❹❿ ❷❹❽➂ ❹❹ ❽❿❹➆❹ ➀❸ ➆❷ ❽❹❻ ➁❽❼➅❽❹➀ ➃❹➂➅❹❻➁❽❽➀❽❸➀❸❻❽➀❸❽➂➀❹➆❸➃❽➈➅❸❽❽➆➁❽❽❿➂❹❽❷❻❽❶➄❽❼➂➀❼ ➁❽➅➄➄❽➈❸➁❽❹❹❸❹➁❽❽❼❽➀❹➈❽➈➀❿❻❸❹❽❸ ❾➈❽❸➂➀ ❸❽➄❸ ❽❹❽❻❹❹➆❹❷❻❶❸ ❸➄❹❸ø˙ÂÏ·Â˜Ó ÔÈÙÒ ˙˜ÈË˜Ë Ô‰Ó ❽➆❽❸➀❸❸➂❸❹➀❽❿➁❽➄➈❷➂➆❸ ❸❿❽➅➂❽❽ ❽❽➀❸ ➁❽➄❹❹❿➂❸➂➂ ❽❽➂❻❸❹❽❻➅❹❻❶❹❸➄➀❹➂➁❽❽➆❿❹❽➆❾❹❽❸❷❹➆➀➆➁❽➆❹❸➂➀❽❼❸➀ “Let me put it this way . . .” ❛ Spin - Tilting the truth/ Mathew Felling/ World et I, Jul 2001, vol 16, iss 7, pg 62 Spin is retail’s most dangerous game/ Tim Craig/ DSN Retailing Today, March 24, 2003 ❛
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❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁➀❹➆➂➙❝➃❹❼➄❽➀❽➄❸ ❹➄➈❸➄❹➂➁❽➆❹❸❻❹❽➄ ❽❸❻❹❸❽➂➀➆❸➂➀❽❼❸➀ ❏❤➅➅➀❹➅➅➃❿❸❽➂❤➅➅❸❺❸➂❸➀❸❹❽❿➆❞➙❺❸❸❸➁➆➅➅❽❽➆➀ ❾❿ ➀ ❸❺ ➀➆❹➈❿ ➁➄❽❻ ➀❿❸ ➁❽➄❿ ❽ ❸❹❻ ➁❽❹❽ ➁➄❽❻➀❿❸ ❽➆❽❸ ➁➄❽❸➁❽➈➅➂❸➁❹❷➀➆❶➀➁❽❹➆➀❹➁❽➈➅➂➂➁❽➂➂➁❽➄ ❸❽❼➅❽❼❼➅❽➄❽➂❸ ❽❽➆❸❸❽❼➈➂❽➅➁❽❿❹➂❾❿❹➃❹➀❽➂❷➁➂➆➀➁❽➄❹➁❽➀❿❹➄➃❹❸❽➆❽❸❸❽❷ ➁❽❽❼❽➀❹➈❛❛N❹❽❽➅❻❽❽❻➂❹➂ ø❛ÌȇÂ˙ÈÚ Ï˘ Ì˙Î¯Ú‰Ï ¨ÔÈÙÒ· ˜ÒÂÚ ÈÓ➂❸➅❸ ➃❽❷❽❿❹➆❹N➁❽➄❹❽➆ ❛N❹❽❿➂❽➄ ❛N❹❹❽❽❻➂❹➂ ❜N➁❽➂❹➅➈❛N ➆❹❶➈➀❹❹➂➀❸❼➂❽❹➆➂➂❸❽➂➀➆❽❸➂➁❷❿ øÔÈÙÒÏ ¯˜˘ ÔÈ· Ï„·‰‰ ‰ÓN ❹❸❺❸➄❹❽➀➆❹❽❻➀➆❹➄➀➅❻❽❽❸❸➆❽❷❽❽❻❸❹❽❸❽➂❹❻➁❷ ❹➂➆➀❽➄➆❸➀❹❽❹❽❻❾➈❹➄➁❽➆❹➀➀❸❼➂➂❸➁➆➁❽❺❶➂❹❹❹➆➂❻➂➁❷❿ ➅➈➄❸➁❷➀❹❹❹❹❸➆➂➀➆❹❺❻➀➀❿❹❽❹❹❻➀➅❽➃❽➈➅➅➈➄❸➁❷➀➃❽➈➅❹❸❺❽❼❼➃❹❽ ➁➀❹➆➀❹❽❹➀❹➄❽➂❽➀❹➈❹➅❹❸❺ ➀❿ ➃❽❿ ➁❶ ❹➈❽➅ ➈➅➀ ❹➄➂❹❸ ❽❸ ➃❽➈➅ ÆÌȇÂ˙ÈÚ‰ ̉ ÌÏÂÚ· ÌÈÏÈ·ÂÓ‰ ÔÈÙÒ‰ ÈÁÓÂÓ ➛➛❸❹➄❹❽➆❸❽❽➆➀➁❽➀➛➛❹➂❸❽➀❹❷❶➂◗❜ ❛❘❼➅❸➇➀❹❷➄➁❽➀❽❹❹➈➅➀❹➈❽➅ ➁❽➄❹❽➆❸➂◗ ❜❛❛❜❘➃➂➈❽➀❼➀❹❹❽❷➀➁❹➀❿➂❹❷❻❽❽❸❻➂❹➂❸❽❸❸➆❸➂ ➃❹❸➁❽❽➆❹❹➂❸❹➀➂❸❽❹➅❽➈❸➄❽❺➂➀❸❸➆❷❸❸➂➛➛❸➁❽➀❽❹➂❸ ❹❻➂➂❽❽➀❸❽❽❸➃❹❽➅➄➀➉❹❻➂➁➀❹➆❹➄❹➂➂❽➄❸❹❽❹❹❻❹❽❽➁❽❹❹❻❹➁➀❹➆➂ ❹➀➁❽➄❹❽➆❸❤❹❽❸❹❻❹➂❹➀❹➄❹➂➁❽➂❹➄❹➂➃❹➀❸❹❶❿❹❹➄❸❹❹❻➂❹ ➁❽➆➄❿➂❹❽❸❽❸➂❿❷➆❽❹➀❤➁❸➀❹➄❽➂❽➁❸➁❸❸➄❹➂❤❹❽➈❽❹➄❹➂ ❤❛❸❷❹➅❽❸❽❼❽➀❹➈❽❸➂ ÆÈ·ÈËÓÈËχ ÈÂËÈ·Ï ÚÈ‚‰ ÔÈÙÒ‰ ÈËÈÏÂÙ‰ ÌÏÂÚ· ➀➁➀❹➆➀❽❽❼❽➀❹➈❹➄➂➂❹❼❹❽❹❸❻❸➆➄❿➂❷❻➁❷ ❻ ❹❽➅➄❸➂ ❹➆➄ ❹❹❸❹ ❻❽➀➂ ❷❽➂ ➀❿❸ ➀❿➄ ❹❸➂ ❸❷❹❽ ➃❹➁❸❽❿➃❹➆❼➀❽❸❸➂➁➆❷❷❹➂❸➀➁❽❽❼❽➀❹➈➀❹❼❽❸➂ ❹❷❹➄ ➂❽ ❹❽❶ ❤❽❼❽➀❹➈ ➃❽➈➅ ❽❽➀ ➄❹❿➂❸ ❽❸➂ ❸❽❷➂❸ ❹❹ ❹ ❽❽❼❽➀❹➈❸ ❹❺❻❽ ➃❸❽➀➆ ❷❻ ❷❹➂➆ Talking Points❸❻❽ ❽➄ ❽ ❽❸➀ ➄ ❸❽➀➆ ❸➀➀ ➀ ❽❹ ➃❹❽ ➀❿ ➃❽➈➅❸➁❶❹➛➛❸❽❽➄➆❹❶❸❸❽❸➃❹➅❽➄❷➛❽❽❿➁❽➅❹❶❸➆❹➂ ❹❾➅➂❸❽❽❼❽➀❹➈➀❿❹❽❹➆❼❸➆➃➂❺❸➀❿❛❛➆❹❶❸❼➅❽❽➂ ➃❽➈➅❸ ❾➈❸ ➃❹❼➄❽➀ ➀❽ ❽➄❸ ➂➂ ➉➀❻❸➀ ❽❷❿ ➃❽➈➅ ❺➆❽ ❽❷➀➅❹➀❹➈❹➄➈❼➅➛❶❹➛❶❹➀❽❹❹➅➂❽❽➛❶➃❽➈➅❸❽➈❹➆❹❽➅❹➄➂❹➀ ❽➀❻➂❹ ❻❹➀❸ ➃❹➆❽❼➀ ❹➆❽❽➅❽ ❹❷❹➄ ❽❶❷➂ ➃❽❷❾❹➆ ❹➂❿ ❹❸ ❹❼ ➃❽➈➅➈❹ ➅❹➀❹➈❹➄➈❼➅ ➃❽➈➅❸➂❻➀➂❸➀❸❹➄➁➂ War Room❸➂❻➀➂❷❻➁❽❸➃❹❼➄❽➀➀❹❹❸❹❹➆❶➈❽❹❷❹➄ ❹➀❸➆❽❶❸❸➆❽❷❽➀❿➀❽❷❽❽➂❸❹❶➀❸❽❶❼❼➅❹❻❽➈ ❼➄❼➄❽❹❸❽❺❽❹❹➀❼❸❹❿❹❽➄❹❽➆ ❜❜❜❜❜❽➀❹❽❾➆➄❻➂ ❛ PR spin is not as bad as it seems, says new journalist survey/ BusinessWire, Sept 21, 1999
➈ ❹➄❽❷➂ ❽➅❻❽ ❹❻ ❹➄❽❷➂ ➁➆ ➁❽❸❹ ➃❹❶❸ ❻❼ ❸➄❽❷➂ ❹➄❹❼➀ ➀ ❹➀❽➆➈ ❹❽➄❽❷➂ Ɖ˜ÈËÈÏÂÙ ❛ ❽❹❶❸➄❸❹➄➀❻❹❸➂❹➆◗❸➀❸❘❹➀❹➆➈➃❹❹❽❿❹❽❹❽➇❹❶➀➀❹❸❽➄❼❽ ❹❹➁❽➂➆➃❽➁❽❸❹➁❽➅❻❽❸ ➁❽❷❻❹❽➂➁❽➅❽➅❿❸➂❽➆ ISBN 965-17-0103-X➂➆ ❜❛➈➅❽➃❹➃➁❸❺❿➂❸❽➆❸➃❹➀➂❸
Politics. [Greek - politika] (1529) 1 a: the art or science of government. b: the art or science concerned with winning and holding control over a government. 2: political actions, practices, or policies. 3 a: political affairs or business; especially competition between competing interest groups or individuals for power and leadership (as in a government). b: political life especially as a principal activity or profession. c: political activities characterized by artful and often dishonest practices. 5 a: the total complex of relations between people living in society. Merriam Webster’s Collegiate Dictionary/ 1997/ pg 901/ ISBN 0-87779-710-2 Dilenschneider Kosmick: Blast bad spin at deadline club/ PR Newswire, Oct 25, 1999 ❛❛
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❜❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❻❽➀➂❸➈❹❽❽➀❽❹➂❸❼➅❽❽➂➃❽➈➅❿❿❹➂◗ ❜❜➂❘❸❽➄❼❽➀➂➂❽❽➀❽➄❹❼ ❛❜❹➄➂❹➀ ➁❹❻❸ ❹❿➈❸ ❹❽➆❹❽ ➁❽❹❻ ➁❸ ❸➂ ➁➆ ➁❽❿➅➂ ❹❸ ➃❽➂❸➀ ➁➀❹❿➀ ➁❹❶➀ ➆➀➀❽➄❹➆➀➀➁➀❹➆➁❽❹➙ ➁❽➈❹➂❸➁❽➅➂❸➃❽❜➀➂❼➅❽➀➃❽➈➅❸➈❹➁❹ ➀❽❻➁➆❹➂➀❺➙➁❽➄❽❹❹➀❸➀❽❸➀➁❶➃❽➄➁❹❽❷❻➂➀➀➁❽❻❺❹➂❻➀➂➀➀ ➁❽❶❹➂➂➅➂➄➁❽➄➀❹❸❽➀❸➆❽❶❸❽❽❼➀❹➈❽➄➂❽❹❹❶❸➄❸➀❸❷❸❸❽❻❿❹➄❸➁❹❽➄➀❽➂❸ ➃❷➀ ➃❽ ❸➂➅❹ ➁❶ ❜Photo opportunities➁❹➀❽ ❹❽❹➄➂❷❺❸❹ Soundbites➁❽❼❽➀ ➁❽➅➂➂ ❹➂❿ ❻ ❹❿➆➄❸ ❹❼❸ ❹➀❹➆➈ ➀❿ ❸❽❷➂❸ ➀ ➆❹❷❽ ❹❼➀❹➈❽➄➂ ❹➄❽❸ ➁➀❹➆ ❷❻ ➈➅➂ ❼➅❽❹❼ ➀❷❶➂➅❹❼➂❸➆❽❶➈➃❽❹➆❹❷❸❸➂❶❹❷➀❘❸❽❷➂❸➀➆➃➆➈❸➃❹❻❹❻❹➀❹❽❽❻➄❸ ➆❹❶❽➈❸➀➆❽❶❸➀❸❽❺❽❹❹➀❼❸❽❹❹➀➈❽➃➂❺❽❷❞❽➄❸➀❷❶➂❸➆❽❶➈❸➃❽➀➃❹❸➁❽➂❹❸ ❸❽❷➂❸❽➀❿❶➅➂❹❿➆➄➁❹❽❸❹➂❻➀➂◗➉❸❹❷❿❽❹➀❿➀❽❻❹❷❽➆❹❸❽➆❸➀❹ ❹➆❸❹❷❻➀➀➁❹➂❸➈➂❽❸➃❽➈➅❶➅➂➈❷➆❹➂❸❸❽❶❼❼➅❸❜❸❹❷➀❹ ❷➂❸➁❹❶❸❹❹❶❹❹❷➂➆❽❹❹❽➀❸❽❷➂➀➆❷❽➂➁❽❽❹➂❸❼❽➀➀➀❹❸❽➆➂➀➆❽❶❸➀ ❹❷❷❹➂❸➆❹❶❾❿➀❿❸❽❸❽❽❽❼❽➀❹➈❸➁❽❻❽➄➂❹❿❹➂➄❸❹❽➈❽❸❽❽❶❼❼➅➈➅❹➄❸❽❶❼❼➅ ❽❺❿➂❸❻➀❸➀➁❽➄➆❹❼➆❶➈➀➀➆❹❸➆❻➀❹❹❿❹➂➄❹❽➈❽➁❽➄❹❸❽❹➈❸ ➁❽➆❹➂ ❻ ➀ ❸❷❶❸❸ øËÙ˘Ó‰ È˙· ˙ÂÓχ· ‰¯Â˜ ‰Ó ➁❽➄ ◗❜ ❛❘❼➅❹➈❼❹❽❽➂❸❹➂❸❽❷➀ ➁➀❹➆➀ ❸➂❹❷ ❹❽ ❹❼❸ ➃❽❷❾❹➆❸ ❹❻❹➀❸➂ ❽➂➀ ➁❽➆❹❸ ➁❽➄➆❹➂❸➀➂❽❼➈➂❸❿➆➂❸❸❽❼❽➀❹➈❸➁➀❹➆❹❹❸ ➀❷❸❸➁❹❻❸➂❹❻➂➁❽➁❽❽❼❽➀❹➈➁❽❽❻➂➀➃❽➈➅➁❽➅❹➆❸ ➃❽➈➅➀➁❽➄❽➂➂➀❹➀➁❽➄❹❸➁❽❽❼❽➀❹➈➀➃❽❷❽❿❹➆➃❽ ➂❸➂➀❹➄➄❽❼➈➂❸❽➃❽❷❸❾❹➆❷❽➈❜➁➂➆➀ ❽❿❸ ❹ ❹❽ ❹❷❹➆❸ ❽❷❿ ➃❽➈➅ ❹➆➀ ➀ ➀ ➀ ➁❶ ❹➂❹❽➅➁➆❹❹❿➀❸➂❼➈➂❸❽➄➈➀➀➆➈❹➂➃❽➈➅❸❽➀❿➁❽❽➀❽➀➈➁❽❼➈➂❻❹➀❸❹➆❻➄➀❹❽❹❽❻ ❷❶➄❸➆❽➀➅❽➅❽❹❽❸➆➄❿➀❸❼➂❸❹➆❷❽➂➀➃❽➈➅❸❹➆❼➈➂❽➄➈➀❸➆❽❸ ❽➄➈➀❷❹➆➁➄❸➀➅❻➂❸➆❽❸❽❼➄❹❹➀❹➄➄❽➙❹➂❸❻❿❹❸❷➆❽❿❺➙❶❹➂❸➁❹➂❸ ❹❷❹➆❸❹❹➅❽➁❸❹➁❹➈❻❸❻❿❹❸❷➆➁❽➂➁❷❽➄➀❿❸➆❽❸❽➄➅❽➈➀❼➈➂❸ ➃❹❹❸❹➂❽❿❹➂❶❸❾➈❽❸❸➃❹➆❼➀❹❶❽➄➅❸➀❹❷❽➈❼➈➂❹❿❺➀❸❼➂➃❽➄❸➀❿❿ ❹❽➈➅❹❻➀➃❹➆❽❼ øËÙ˘Ó‰ ˙ίÚÓ ˙¯‚ÒÓ· ˙Âȯ˘Ù‡ ÔÈÙÒ ˙˜È˘Ë➁❹➄➄❽❹❹❽➅➄❸ ❷➂➀❸➂➁❽❽➀❼❽➀❻❸❹❸➁❽❼➅❸❸❸❿❸➁❹➂❸❹❻➂❘➁❽❼➅➀➆➆❶❹➂❽➄➂❺ ❽❹❹❸❸➂❹➁❽❼➈❹➀➁❶❸➂❽➄❷❹➂❸❽❶❹➀❹➄❿❼❸➂❸❻❸➁❽➂➁❽❹❸❸◗➆❹➄➀❹❸➂ ➁❽➂➄➁❽➄❷❸❽➈➀➆❹❽❼❽➀❹➈❸❹❽❽❸➁➆❷➁❸➅❿➀➁❽❽➂➁❸➃❽➈➅❸ Why spin is having a good war/ Jackie Ashly/ New Statesman, 15.10.2001, vol 130, iss 4553, pg 8 ❛❜ ➀❸➄➂❹ ❸➀➂➂❸ ➀ ❽❽❸ ❹❹❷ ❸❹❿➀➂ ❷❹❸ ❿➀➂➂ ❽➆➅❸➀ ❻❽➀➂❸ ➃❽➈➅❸ ➈❹ ÆÏ·ÙÓ˜ ¯ËÒÈχ ❜ ❸❷❽❻❽❸❹➄❹❽➆❸➀❻➂➀➆❸➀➂➂❸❷➂❽➀➂➂❸❹❸❹➆❷❽➂❸❹❽➀➆❸➄❹➂➂❸❽❶❼❼➅❸❹❹❸ ➀➁❽❽❹❸➁❽➄❽❽➈➂❸➀❹❸❽➄➀➆❸➄❹➂➂❸➇❹❶❸➆❷❽➂➀❽❺❿➂❸❷➂❸❹➆❷❽➂➀❹❻➂➀❸❷❽❻❽❸❹❽❹❸❽❶❼❼➅➀ ❽➀➆➂❹ ❸➀➂➂❸ ❽❷➂ ❽❹❷ ➀❿ ❸❻➄➂ ❸➄❽❷➂ ❽❷❹➆➀ ❹❹❸ ➃❹➄ ➁❽ ➇❹ ❸➀➂➂❸ ❹❽❽ ➇➂ ❸➀➂➂❸ ❸❹➁➆➁❹❹❶❹➅❹➅➆❹➆➂❽❼❽❸❹❸➀➆❹❽➀❹➈❽➄➂❾❹➆❽❹❽❸❿➆➂➁❽➀❽❹➂❸❸❼❽➀❸ ➁❽➄❹❽➆❹➁❽➄❹❽➆➀❻➄ The masters of misinformation: Behind the Jo Moore affair lies a spin machine that has corrupted the senior civil service itself/ Nicholas Jones/ New Statesman, Feb 25, 2002 A spin too far/ Jackie Ashly/ New Statesman, 21.5.2001, vol 130, iss 4538, pg 8 ❜ Our great President is maybe an even greater spinman, says Transmedia chairman/ PR Newswire, Dec 6, 2002 ❜
❷❹❹❸ ❼❽➅❽➄❹➂ ➉❽❹❷ ➃➀ ❹➅➈❹➈ ➃❽➀ ◗ ❜❜❜❘ ❹❸❽➄➄ ➃❽➂❽➄ ➆➀ ➀❽ ➀➂➂ ➃❽ ❶➈➂ ❜ ❹❹❶❻➀➂❹➂➁❹➀❹➀❶➀❷❿➄❸❹➅➈❹➈❸➂❹❸❽➄➄❽❞❽➀❽➀➈❸❼➈➂➃❹➅➈➂❽➅❽✈❶❹➀❹❼❽➀➈ ❹➀❽❸➉❽❹❷✈✈❾➀❹➀❶➀➀❹❿❽➀❽➄✈✈❝❸➄➆❹❸❽➄➄✈✈❤➁❹❼➈➀❽➀➁❸✈✈❝❸➀❹❸❽➄➄➀❽❸➉❽❹❷❤❸❶❹❺➃❹ ✈✈❾➀❹➀❶➀➀❹❿❽➀❽➄➁❶✈✈❝➆❼➂❸❹
Alen Dershowitz, Goofball/ Byron York/ National Review, 2.05.2001
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
‰„‚Ù¯ÙÏ SPIN ÔÈ· Ï„·‰‰ ❽❿➅❶❽➄❷❹➂❸❹❽❸❽➅❻❽❽❽➆❽➂❸❽➂➃❽➈➅❸❾➀➂◗❜❜ ❛❜❘❺❽➄❷❹❹❷ ➁❽❽❹➂❸❹➄➀❾❹➃❽❤❽➆❹➂❸❹➅❽➈❸❷➄❶➈❹➈➃❽➀❸➄❽❹➀➀❷❸➁❽❽ ❹❽◗❜❜ ❛❘❷❽❽❹➈❷➄❹➂❶❽❺➀❹➄❽❽❻❹➂➀➁❽❽❻❹➀❸❹➄➀➀❻❹➀➀ ❸❽➀❹➈❽➄➂❿❽➆❹➁❸❽❹❻❹➂➀❸❽❷❻❹➆➂❽❸➁❽➄➀➆➆❽➈❸➀❾❷❸➆❷❽❸❺❽➀➄❹❿❽➅➈❸ ˙‡ ıÓȇ ¨È˘ÈÏ˘‰ ÈÓ¯‚‰ ÍÈȯ‰ Ï˘ ❜‰ÏÂÓÚ˙‰ ¯˘ ®±π≥≥≠¥µ © ÒÏ·‚ ÛÒÂ➛‚ ➁❸❽❹➂❹➀❻➀➆ ❹➀➁❽❶❹❹➅➂❹➄❽❽❸➁Æ❜˙Ȉ‡‰ ‰ÓÁÏÓ‰ ˙ÂÎÓ ˙‡ Ì„˜Ï ‰¯ËÓ· Êȇ¯· Ï˘ ÂÈ˙ÂÒÈÙ˙ ❸❷➄❶➈❹➈❹➃❽➈➅◗❽❽❸❽❿➂❹❹❽❿➂➁❹❷❽❹❽❽➅❻❽➁❹➅➈❘❽❹❹❽❹➁❽➂❹❻❸ ˙¯Â˘˜˙· ¯˜˘Â ˙Ó‡ Ʊ≥≠∑ ¯Âȇ ❸❽❸❽❹❹❽❹❞❹➂➁➀❹➅➀➆ ❹❸ ❸➈❽ ➃❽➈➅ ➂➀ ❹ ❽❿❸ ❶❹❷➂ ˙¯Â˘˜˙ ❶❹➂➀❹❽➄❸❸❸❷➄❶➈❹➈❹➆➂ ‰„‚ÂÙ¯٠ÔÈÙÒ ˙ȘÂÂÈ˘ ❸ ¯˜˘ ˙Ó‡ ❜ ➆❷❽➂ ➈❸ ø ‰„‚ÙÂ¯Ù Ï˘ ‰¯„‚‰‰ ‰Ó ❹ ➂❽❻ ❹➆❹➂ ➁❽➄❹➆❽❼ ❹❷❹➆ ➉➂➂❸➀❸❸➆❷➀➆➆❽➈❸➀❸❼➂➁❽ ➁❽➀❽➂❘ ➁❽➀➂➅ ❹➆➂ ➁❷❽➄ ❹➀❹➆➈ ❹ ❹❷➂➆ ❹➄❹➂ ➀➆ ❸❽➀❹➈❽➄➂ ❿❽➆➀ ❽❼❽❸ ❸❽➀❹➈❽➄➂➀➆❶❷❹❹❽❻➄◗❹➆❼➂❹➁❽➀❹❹❹➅➁❽❷❶❸❽➅❹➂❸❻➄❸❽➁❽❼➀❹➆❸ ➁❽❹➁❽❷➆❽❷➅❸❷➄❶➈❹➈❸❽➀❹➆❽❷➈➀❻❸➀❽➈❹❻❸❻❽➃❽➀❸❷➄❶➈❹➈➃❽➁❽➀❽❷➂ ❸➆➈❸➁❸➀❸❽➄➆➂❸➄❹❿➂➁❽➀➂➅❶❸❹➁❽➄❹➆❽❼❹❷❹➆➂❻❹❹❸➁❶❽❸➀❽❷❿ ❸❷➄❶➈❹➈❽➃❽➀❷❸❸➃❹❹➆❽❹❹➆❽➈➂❹❷❹➆❽➅❽➁❽➅➂❹➀❽➆❽➁➅➂➀❸❼➂❽❽➂ ❾❽➆❸➀❹ ➇❹➅➀ ❹❽❷❽➂➀ ❷➂➀❽❹ ❹➄❹➅❻❹ ❹➄❹❽ ❸❽❶❹➅➀ ➁❽➄❹ ➁❽❷❷ ❶❽❽ ❾➄❻➂❸ ❤❾➄❻➂➀ ❹❽➄❹➆❽❼➀➃❽➂❸➀❹➈➅➀❽❼❸➀❹➀❿❹❽❽❷❿➁➂➆❹❻❹❿❹❷❹➆ ➇❹❶ ÆCongregatio de Propaganda Fide؉ÂÓ‡‰ Ï˘ ‰„‚Ù¯ÙÏ ‰ˆÚÂÓ· Â¯Â˜Ó ‰„‚Ù¯٠‚˘ÂÓ‰ ➁❹❽❿ ➁➀❹➆ ➁❽❹➄❸ ➁❽➄❹❽➅➂❸ ❷❹➆ ➁❷➀ ❸❼➂ ❷➅❹➄ ➁❽➀❹ ➁❽➂❹ ➁❽➀➄❽❷ ❸❷➄❶➈❹➈❹➂❽❽❼➅❽➄❹➂❹❸❸➅❽➈❸❽➈➀➆❹❽➈❹❽➀❽➀➃❹❽➆❻➄❹➂❸❼➂❹➄❸➁➀❹➆ ❸❷➄❶➈❹➈❸❹➂➁❹❻❸➀➆❸➄❹➂➂❸❷❽❻❽❸❽❸❹❶➀➈➂❸➂❻➀❿❹➃❹❶❸❹➀❹➂➃❹❽➆❸❽❸ ❸❼➂ ❿➆➄❸ ❽➀❹➂❽➅ ❸➀❹➆➈ Æ˙È˘ÚÓ ‰„‚Ù¯٠➃❹❸ ➁❽❽➂ ➁❽❶❹➂ ➈➅➂ ❹❷➀❹➄ ❸❽➈❸ ➅❹❽➂ ❸➄ ➁❽➄➈ ❹ ❸❽➄➂❶ ❾❹ ❽➄❸ ➃❹❼➀➀ ❽❹❽❻ ❽➂❷ ❽❽➄ ➀➆ ❸➄❹➂➂ ❸❽❸ ÆÒÏ·‚ ÛÊ ✈‚ ❜ ❹❽❸ ❸➀ ❽➂❹➀❸ ❷➂❸ ➁❽❸ ❸❶➀➈➂❸ ❽➆❹ ❶➅➂ ❹❽❽❸ ➃❻➀❹➈ ❽➅❼ ➀❽❹ ➀❼❽❸ ➇➀❹❷ ❽➅ ➆❹➄➀❹ ➃❹❼ ❹❽❷ ❹➄❹❽➆ ❸❽➄➂❶ ❼➀ National Ministry for Public Enlightment and Propoganda❸❷➄❶➈❹➈❹ ➁❽➅➂❸➆❸❹❽❽❼➈➀➆❶❷➂❽➃❽➂❸❽❹❹➀❽➆➈➀❹❸❽➄➀➆❸❻➂❹➂❸❽❸❹❽➄➂❹❹❸❽➅❹➂❹➈➅ ❺➃❽❽➂➀➀❹❷❶➄❽➀❼➅❹➅❹❸❽❻❸➆❽❶❸❸➀❹❷❶❸❹➆❹➄❹❻➄❸➈❹❸➂❻➀➂❸➀➁❽➄❹❸❸❽➂❽❷❽❹❻❹❿ ❹❹❹❸➆❹❽➅❹❹❻❹➈❽❼❾❹❹❽➂➀➂❸❶❽❸➀➀❹❷❹➆❹❹➆➀❶❸➄➀➃❹➀❿❸❹➂➀❹❷❽❸➀❹❿❽❻❽❿❹❸ ❸❽➄➂❶❾❹❸➂❻➀➂❸➉➂➂❸❺❽❻❹❷❹➆❽❷❹➅➄➀➁➅➃❹➈❹❹❽❹❼➅❽❸ Joseph Goebbels/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=37927/ 18.6.2003
❽❹ ❽➄❸ ❸❶➀➈➂➀ ➁❽➈➅❿ ➅❹❽❶ ➅➆ ➀❼❽❸ ➇➀❹❷ ➀ ❽➂❹➀➄❽❸ ❼➅❽❽➂ -➃❽➈➅❸ ÆÏ‚ËÒÙ‰ ✈✈ȈÂÙ ✈✈ ËÒ¯‡ ❜ ❽❽➀❸ ❾❽❽❸ ❹❼➀ ❷❸❹ ❽➄❹❽➆ ❽❹➅❽❿ ➅❹❽❶ ❹❷❽➈ ❜➂ ❽❽➂❸❹ ❽❼❽❸ ❹❸ ➁➆ ❼➂❸ ➀ ❸ ➀➆❹➅➆❿➁❽➄❸➅➀❶➀➂❸❹❽❽❸❽❸❽❼➈❸❹➅❽❿➀❷❿➄❸➀➂➆➀➀➂❹❸❾❹➁❽➄❹❽➆➀❹➂➀❹➆❽➂❹❿➅❹➂ ❷❻❹❽➂➉➆❹❽❿❸➂❹➂➆➀➃❶➀❻❽➀❸➃❹❼❶➄❽❹❹❹❽❹❿❺❸❷➄➀❹✈✈❸➀➁➂❹❸❽➄❼❽➀❻ ❜❹❸❶❹➀➂➆❸ ❜➃❿➄❽➂❼➈➄❹➁❽➄❸➀➆❹➀❼❹❸➅➂❸❽➄❹➆➂➂❻❸❸❽➄➂❶➀❺❻❸➂❻➀➂❸➇❹➅❸❽➄➂❶❽➄❽❽➄❽➆❼➀❹❹❺❹❽➄➀ ❹❽➀➀➆➂➂❹❼➃❽➈➅➈❹❹➆➀❽❷❿❸➅❹❸❽❽❻❹❹➄❹➃❹❽➀❽➂ ➁➀❹➆➂❻➀➂❽❷➀❻❽❿❹❸❹❽❹❹➃❽ Primary Tartan (Adolph Hitler’s spin-doctor Ernst “Putzi” Hanfstaengl)/ New Statesman (1996), Oct 18, 1999
❹❽➁➂❹➅➈❹❹➆❷❹❹➄❹❽➆➈❸❸➀❹➂➆ Ɖ„‚Ù¯٠❜
ISBN 965-17-0103-X➂➆ ❜❛➈➅❽➃❹➃➁❸❺❿➂❸❽➆❸➃❹➀➂❸ Propaganda. (1718) 2: the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause or a person. 3: ideas, facts or allegations spread deliberately to further one’s cause or to damage an opposing cause. Merriam Webster’s Collegiate Dictionary/ 1997/ pg 935/ ISBN 0-87779-710-2 Propoganda/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=117330/ 18.6.2003
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
‰„‚Ù¯٠❽➄❸ ❻❹❿ ➄❶➈❸ ❾❹➀ ❽➄❽➆❶ ❽❹➅❽➄ ➆❹➈➀ ❽➂❹➈ ❽❹➄❽➆ ➀❸❸ ➆❷ ➀➆ ➆❽➈❸➀ ❽❽➀❸❽➈❽➀❻❹❸❽❹❷❹❸❺❽❻➂➅➂➅➂❸➁❹➅➈➀❽❻❸❹➀❸➄➂❸➁❹❶❸ƉÈÂÓÒ ‰ÓÁÂÏ❽➆❽❸❹❹➄❽➂❸➆❽❶➈❹❹❽❹❼❽➀➆❹❽❸➃❹❿❷➆➅➂❸❹➂➈❽❻ Æ˙È„‚ ‰„‚Ù¯٠ÆÁÂÓ≠˙ÙÈˢ❽❽➂❻❸➁➆❽➄❿➀❽❸➀❸❼➂❽❹❸❹❻❹❿➀❹➂❸➆❽❶➈❹➀❹➀Æ˙È‚ÂÏÂÎÈÒÙ ❸➂ ❸➆❽❶➈ ❞❸❹❻ ❹❽ ❞❹❿❹ ❹❽❼❽➀❹➈ ❹❸ ❽❽➅➄❼➄❽ ❽❼❽➀❹➈ ❸❽❺➄❽❼❹❷➄❽ ➁➆➁❽❹➂❽➆❹➁❽➂❹❽❷❹❷❽❸➄❽➆❽➄➂❽❷❹➆➁❽❽❹➄❽➆❹➆➂❸➈❹❸➀❹❷❶➄❸❸ ➁❽❹❻ ➁❽➂➅➁❽❷➂➁❽➀➅➈❹➄❹➂➁❽❽❸➂➁❽❷❶➁❽➄❽➈➀❾➂ ➀➁❹➄❽➀➆➁❽➄❹➂❸➆❹➄❿➀➁❽➀❿❿❹➂❽➁❽❽❷❹➁❽❽❼➈➂➁❽➄❹➆❽❼❹ ❹➀❹➄➁❽❼❽➀❸❽❶❽❸➀➆❹❷❶❽❹➈❽➅❹❹❽❷❹❹➂➁❽➄❸❹❿❹➁❽❿➀➂ ❻❹❽➄❸❷❶❹➂❽❷❹❽❻❿➆➂➁❽➄❹➂❸❸❿❽➂➅❽❽❶➀❸❼➂ ❸➄❹➀❻❸➆➂❸❹❸❷➄❶➈❹➈➀➃❹❸❽❼❽❸❽➆❹➂❸ ❹➂❽❸❽❸Æ❜̇‰Ø‰˜È¯Â˯‰ ˙¯Â˙➀❹❿❸❻➅➛➛❸➄➈➀ ❹❽❷❶❸❹❼➅❽❹➃❹❼➀➈❜❛➅❼❹➅❽➁❽❽❼❽➀❹➈❹➁❽❶❹❶➂❷➁❽➄❼➈➂ ➁❽➆➄❿➂➀➁❸❽❷❽➂➀❽➄❹➆❽❼❾❹➈❸➀❽❷❿❸❽❹❼❸❽❹❻ ❶❽❽❹❹➀❽➆➈❽❷❿ ➁❽❽➀➀❿❹➄❹➆ ➃❹❸➉➂❸ Ɖ„‚Ù¯٠˙ÏÚÙ‰· ˙¯˜Ú ❹❹❽❸➀➅➂❸➀➆❸➈❹❸➀❹➂❷❹❹❷➂➆➃❹❸➁❽❽❿➂➆➃❹❻❻➀❽❸❽❷➆❽ ❸➀❹➆➈➀❹❹❹➆❽➄❽❹➆➀➃❹❿➄❸❽❸➈❹❸➁❽➆➂➀❹❻➂➁❽➀➂❹➁❽➄❽➂➂➁❽➄❸➂➀ ❹➄➂❘➁❽❽➀❿➀❿➁❽❽➂❽➄❸➀➂❽❶❸❹➂❹➈➀❽❸❹➀➇❼❸➀➇➀➁❽❻❸➀ ❸➄❶❸❹➂❽➀❸❸❘➁❽❽❺❽➈➁❽❽➂❽❽➀❸◗❸➅➄➈❹➂➃❷❹➁❽➂❹❽❿❹➈➅❹❷❻❹ ➀➆❶❷➁❽➀❽ ➅➂➀➁❽➅❻❽❽➂❸❹➄❹➆❽➄❸➉➂❸➁❽❽❻➁❽❻➀❽➆❽❸◗❹➂❽➀➂ ❸❷➄❶➈❹➈❸❽➅➂➁❽➅➂➀❸➀❹❷❶❹➂❿❼❹➀➀➁❷❸➀❶❽➂➆❹➂❿❸➀➆➀❹➅➂❸❹❿❽ ❹➂❿❻❹➀➂❹➂❹❽➀➄❹❽❹❻➂❹❹➀❹➆➈❹❶❸➃❹❸❽❹➄❸❻❹➂❸❽➀❻❹➀➀❹➄➈❹❽ ➁❽❷❹➁❽❽➅❹➂➁❽➄❹➆❽❼❹❶➈❹➅❸❽❽➀❸❸➂❹➆❸❹❶❹➄➆❸❽ID❷❽❸❽➄❸❹➄❹❿➄❹ ❹➂➆➀➉➂❽❻➀❹➂❹❷➅➂❸❹➂➀➁❽➅❻❽❽➂❸❹➄❹➆❽❽➀❸➉➂❸❹➂➆❹❻❸➂❹❽ ❽❽❼❽➀❹➈➀❽➆➂❹❸❹❹➅➂❸➂❹➆❽❶❸➀❽❷❿❽❸❹➀❸❹❿➂➅❸❹➁❸❹❸❽➂❷ ❽❸➀❷➆❹❽➂❸❸❷➄❶➈❹➈❽❹➄❽➂➁❽❷❻➈➂➁❽➄➃❷❻❸❽❽❼❽➀❹➈❸❽➄➈➀➆❽➆❼➃❹❽➃➂❸ ➁❽➅❻❽❽➂❸❹➄❹➆❽➆❽❸➉➂❸➃➂❺❾❹➀❸➄❹❹❿❸❹➁❽❻➄➁❽➆➂➃➂❺❻❹➀❽❹➄❽➀ ➀➁❽❽➄❹➂❸❸❸❽❷➂❸❽➆➂❹❹❷❹➀➁❸❹❽➁❽❻➀❹➂❸➆❹➄❿❸❽➆➂➅➂❸➆❸❹➄❽➀ ❽➂❹❶➆❹➄❿❹➆➂❹❿❽❽❹❸➈❹❸❽❶➂➁❸❽➀➁❽➄❹❶❶➅➂➁❽➂➂❹➂❶➈➂❽➀❿ ❹❽➅➂➂➆❸➀❹❶❸➀➉❹➆❻➈➂❸❷➄❶➈❹➈❸❽❸❹❻➈➂ ➁❽➆➂❹❸➀➆➆❽➈❸➀❹❽❸➄❸❹❽❹❷➂❸❹❽❷❸❹➁❹➄❸❹➄➂ Ɖ˜È¯Â˯ ❜
ISBN 965-17-0103-X➂➆ ❜❛➈➅❽➃❹➃➁❸❺❿➂❸❽➆❸➃❹➀➂❸ Rhetoric. [Latin - rhetorica ; Greek - rhetorike] (14c) 1: the art of speaking or writing effectively: as - a: the study of principals and rules of composition formulated by critics of ancient times. b: the study of writing or speaking as a means of communication or persuasion. 2 a: skill in the effective use of speech. b: a type or mode of language or speech; also: insincere or bombastic language. 3: verbal communication. Merriam Webster’s Collegiate Dictionary/ 1997/ pg 1004-5/ ISBN 0-87779-710-2
❸❹➂❹ ➃❽❹❼ ➁❹➄ ❸❽❹❼➅❽❸ ➁❽❿❹➂❸ ➁❽➄❹❸ ➁❽❽➆❹➂❸ ➃❽➈➅❸ ❽➈❹➂ ➅✈✈❸➄➈➀ ❛ Òˇ¯˜ÂÒȇ ❜❛ ❹❽❽❻➂❻❽❹❹❸❹❽❽❻➈❹❸➄❹➁❽❼❽➀❹➈❸❹➁❽➀❹❼➀❼➄❽❸➁❽❽❻❸➀➆❽❺❿➂❽❹❼➅❽❸❹➂❿➁❽➂➂❹❽❿❽➄❹ ➀❸❹❸❷➂❸❽➂➆➃❹❻❼➁❶❹➀❹➅❻❸❽❸❹❻➂❼➈➂❸❽❿➆➂❽➄➈❹➆❽➈❹❸❹❽❽❽❹➆➁❽➂❹➄❽❿➂ ❸❽❸➀❷❸❹❶❸❸❻❼❸❿➁➀➀❹❻❽➀❸❹➀❞➁❽❽❹❽➁❽❽❻➀➁❽❻➄❿❸➅➆❸➄ ❾➂➁❹➄❸❹ ❷➅❽➈➅❸❽➈➈❹➂❽❹❼❽➀❹❿❽❽➆➃❽❽➄➆❸➃❹❼➀➈❽❽➆➂➀❶➆➂➀➁❽➈❹➅❹➀❽➈❸➁❽➄❹❽❷➀❺❹➀❹❶❷➀❹❼➀❼➄❽ ❹❿➂➀➃❿❹➂❸❽❸❹❷❻➆❹➄❿❸❹➄➂❹❸❽❹❼❽➆❷➂❸➃❹❼➀➈➀❸❽➂❷❸➂❹❽❷➆❽❽❹❸➂❸➄❹❸❽❸ ❸❿➀❸❿➁❽➄❹➆❽❼❸❶❸➀❶❹➄➆❸❹➆❸❼➂➀❿➁❹❷❽➀❹❽❹❽❿❹❹❽❹❽
Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=43907/ 18.6.2003
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÈÈ˘È‡ Ìȯ·˘Ó ÏÂ‰È ‰˙‡ ̇‰ ¨ÈÏ ÁÏÒ➙ ∫¯·ÚÏ ˜ÚˆÂ ‰ËÓÏ Ì„‡· ÔÈÁ·‰ ¨‰·Â‚· „¯ÂÈ Â„ÂÚ· ÆÂί„ ˙‡ „·È‡˘ ÔÈ·‰ Á¯ÂÙ ¯Â„η Ì„‡ ‰˙‡➙ ∫ÂÏ ‰ÂÚ ‰ËÓÏÓ Ì„‡‰ Æ➙ ȇ ÔÎȉ Ú„ÂÈ Èȇ Ï·‡ ¨‰Ú˘ „ÂÚ· Â˙ȇ ˘‚Ù‡˘ ¯·ÁÏ È˙ÁË·‰ øÈÏ ¯ÂÊÚÏ ÏÂÎÈ ·Á¯ ˙ÂÏÚÓ µπ≠∂∞ ÔÈ·Â ¨ÔÂÙˆ ͯ‡ ˙ÂÏÚÓ ¥∞≠¥± ÔÈ· ¨‰Ó„‡‰ ÏÚÓ Ï‚¯ Ûχ ≥∞ ‰·Â‚· ÛÁ¯Ó ¨Á¯ÂÙ ¯Â„η ‰Ú ¨➙ ÔηÂ➙ Æ➙ø˙Ú„È Íȇ ➙ ¨‰ËÓÏÓ ˘È‡‰ ÂÏ ‰Ú ¨ ➙ÔÂÎ➙ Æ➙°Ò„‰Ó ÁË· ‰˙‡➙ ∫¯·ÚÏ ˜Úˆ ÔÂÏ·· ˘È‡‰ Æ➙ ·¯ÚÓ ÔÈÈ„Ú È‡˘ ‡È‰ ‰„·Âډ ¨Ú„ÈÓ‰ ÌÚ ˙¢ÚÏ ‰Ó ‚˘ÂÓ ÈÏ Ôȇ Ï·‡ ¨˙ÈÎË ÔÂÎ ÈÏ ˙¯Ó‡˘ ‰Ó ÏÎ ➙ ¨ÔÂÏ·· ˘È‡‰ ÂÏ ¨ÔÂÏ·· ˘È‡‰ ‰Ú ¨➙ÔÂÎ➙ Æ ➙ Ï‰Ó ÁË· ‰˙‡ ʇ ➙ ∫·È˘‰ ‰ËÓÏÓ ˘È‡‰ Æ ➙ ·¯ ¯ÊÚÏ ÈÏ ˙Èȉ ‡Ï ‰˘ÚÓÏ Æ„Â·‡ ¨¯È‡ Ï˘ ‰Ï„‚ ˙ÂÓÎ ÏÏ‚· ˙ÈÏÚ˘ Ô‡Ï ˙ÈÏÚ ¨Íω ‰˙‡ Ô‡Ï Â‡ ‰˙‡ ‰Ùȇ Ú„ÂÈ ‡Ï ‰˙‡ ¨ÔηÂ➙ Æ➙ø˙Ú„È Íȇ➙ · ·ˆÓ Â˙‡· ‰˙‡ ‰˘ÚÓÏ Æ‰ÈÚ·‰ ˙‡ ÍÏ ¯Â˙Ù‡ ȇ˘ ‰ÙˆÓ ‰˙‡Â ¨‰· „ÂÓÚÏ Íȇ ‚˘ÂÓ ÍÏ Ôȇ˘ ‰ÁË·‰ ˙ÁË·‰ ❜❜ Æ➙ È˙Ó˘‡ ÂÊ ÂÈ˘ÎÚ ‡Â‰˘ Íȇ Ï·‡ ¨Â˘‚Ù˘ ÈÙÏ ˙Èȉ ❾❹❿❽❻➀➀❽❹➂➁❽❼➄➂➀❸➃❽❸➂❸➅❹❻➁❹❽❽❸❽➄❹➂❸➅❹❻➂❸❹❿➁❽❻➈➂➁❽➂ ➀➀❿ ❾❷ ➆❹➄ Yang❶➄❽❸ ❹❻❹❿ ➃❽➀ Yin➃❽❸ ❹❻❹❿ ➃❽ ➃❹❺❽ ➅❹❻ ➂❸ ❹❽❸ ➁❷➃❽❻➂➀➁❷➃❽❸➄❹❿➂➀➁❷➃❽➁❷➀➁❷➃❽❹➂➆➀➁❷➃❽❸❽❹➀❹➂ ➁❽➀❽❹➂➁❽❽➆➀➂❽➂➃➂❺❸❹➁❽❽❻❹➄➁❹❽❸➁❽❽❿➂❸➁❽❼➄➂➀❸➃❽❹❹❽➅➀ ❶➅➂❹➅❸➀➁❽❽➂❸➁❽➂❷➆❹❻❹➈❹❷❿❷❹❽➀❸❿❽➀❸➀➁❽➄❼➁❽➂➂➅❹❿➀ ❹➄❽❽❻ ➀➆ ❼➀❸➀ ➅❹❿❸➂ ➆❹➄➂➀ ➂❸ ➀➆ ❼➀❸➀ ❽❺❿➂❸ ❹➄❷❽➈ ❹➄❹ ❹➅❸ ➁❽❽❻❸ ➁❽❿❹❿❽❻❸➂❸❹❿❽➄❻❹❹❽➈➄➁❽➀❷❶❹➄➇❹➅➀❿➀➂❽❹❹❽❹❸❽➄❹➂❸➀➂➀❹❺❻➀❹ ❽➄ ø˯ى ÚϘ ÂÈχ È˘È‡ ¯·˘Ó ÔÈ·Ï ¨‰È„Ó· ‡ Ô‚¯‡· ÈÏÂ‰È ¯·˘Ó ÔÈ· ÈÊίӉ Ï„·‰‰ ‰Ó ❸❽➄❸❸❽➆❸➀❽➆➂➃❹➈❸➄❹❸❹➂❽➂❽❽❽❽❸❹❽➄❹❶❸➁❽➂❸❽❶❹➅ ❸➂❽➂❸ ❹❽❹❼❽➅❸ ❽ ❸❸❺ ❸➄❹❸ ❸➂❽➂❸ ➂❸ ➀ ❹❽➅❽➈❸ ❹❿➀❸ ➀❹➈❽❼ ➂❸ ➀ ❹❽➅❽➈❸ ❹❿➀❸ ➀❹➈❽❼❸ ❷➂❽ ❽➄❹❶ ➂ ➀ ❸➂ ❸➄❹ ❸❽➄❸ ➁❽➀❿ ❹➆➂ ❻❸ ❹❽❸ ˙ÈÓÈÙ ˙¯Â˘˜˙ ˙ȈÈÁ ˙¯Â˘˜˙ Ʊ≥≠∏ ¯Âȇ ➂➀❸➂➁❽❽➄❹❽❻➁❽❽❹ ❽➈➀❿ ❽❹❸ ➀❹➈❽❼❸ ❷➂❽ ❽❽ ‰‡¯Ó ‰‡¯Ó ❽❽❸❽➅❽➈❸❶➅➂❸❾❹➀➁❽➄➈ ‡È‰ ÈÓ ¨¯È˜‰ ÏÚ øÌÈ˘· ‰Â‡‰ ❽❸➀ ❷❽➄ ❹➄❻❹➂ ❾❹➀ ❼➈❸ ➀ ➁❸➂❸➅❹➈➄❹❷❷❹➂➄❷❽❿ ❸❹❿❹❤➁❽➄❿➅➂❽❶➄❹❹➄➂➆➀➆➁❻➄ ❾➈❽❸➀❹❸❽❽➆❽➀❸➄❽➈➀❻❷➄❾❿➂ ❺❻➄ ❽❹❽❻➁➀❹➆➈❸➉➂➄ ➀➆ ❹❽❻ ❻❽➄ ❸➂❹➆ ❽➀➆ ❹❻➄ ❜❼➄❼➄❽❸➂ ❜❜ ❽➄❸➉❸❹❷❿❶❽❽➂➃❽❸➁❽❽❻❸❹➆➈❹➀❿➁❽➈❽➂❸➁❽➂❽➀➂❸❹❻❹❿❸❽➄❽❻❺➂❸❸❻➂ Æ‚‡È≠ÔÈ ❶❽❽➂ ❶➄❽❸ ❹❹❹❹➂ ❹❹ ➁❹❿ ➆ ➂➄❸ ➁❽➀❻➄❸ ➁❽➂➆❸ ➁❽❽❶❹❺❸ ➁❽➈➅➂❸ ➁❸ ❹❽➀➂➅ ❶➈❹➅❸❹ ❽❽➅➈❸ ❾❹❻❸ ❽➄❹❹❹❹➂➀❹❹➀❿➆➃❹❷❸➁❽❸❸➁❽❽❶❹❺❽❸➁❽➈➅➂❸➁❸❹❽➀➂➅❽➄❷❹❻❸❹❽❽❼❸❹❸❽❿❺❸➁❽❽➂❸ ➁❽❿❽➀❸❸ ➁❽➂ ◗➁➂❼➂ ❽➄❸❹ ❶➂ ❷❻❸❘ ➁❸❽➄❽ ❻➂❸❹ ❽✈ ❽❼❸ ➃❹❽➀➆❸ ❻❹❿❸ ➀ ❸❷➀❹ ➁➄❽❸ ❹❻❹❿❸ ➂❻➃❹❽➆➀❻➂❶➄❽➃❽❽➄❽➅❸❸❻➂❽❸❸❹❸❸❿❸➀❹❶❽➆❸❽❻❽➄➁❽❶❽❽➂❸❽➄❹➂❸❹➀❹❿➁❹❽➁❽❻➂❸ ➀➁❹❽❸❹❽❹❺❻➂❽➄❽➅❸❸➄❹➂➀➅❽➅❸➁❽❹❹❸➂❹❽❷❻❽❸➂❷❹➁❽➂➉➆❿➂➁❹❽❸➁❽❽❿➂❸➁❽❼➄➂➀❸ ❽➂❹❻ ➀❿ ➀➆ ➆❽➈❸ ➁❽➄ ❽➈➀ ❾➀❸➂ ❶➄❽➃❽❸ ❼➈➅➄❹ ➁❷❸ ❽➆➂❹ ➆❼❸ ➁➀❹➆ ➃❽ ❸ ❹ ❹❶❶❹➈❸❹ ❹❹❹❽❸ In-Yo❹❽➃❽➁❸❻❸❽➆❸➆➃➈❽❼➀➄❼➈➅➄❹❸➀➂➂❹❹➄➂❹❸❹➈❸➄❹➂❸❽❶❹➀❹❼➅➀➆❽➄❽➅❸❸❻➂❸ ➆❽❸➄❹❹❿❸❞➀❺➂➅❹❻❽➂❽❹➀❺➂❽➂❽❸➄❹➂❸❘❽➄❷❹➂❸❸➈❹➁❶❿❽➄❹➆➈❸❹❽➄➈❽❸❸❻➁❽❽❻❸❽➂❹❻➀❿➀❷❻ ◗❸➄❹❻➀➁❽❷➆❹➂ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=80067/ 30.12.2003 The Power of Positive Thinking/ Norman V. Peale/ Fawcett Crest, 1988/ ISBN 0-449-21493-1; Success through a Positive Mental Attitude/ Napoleon Hill, W. Clement Stone/ Pocket Books, Simon & Schuster, 1987/ ISBN 0-671-67137-5
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÎÒÏ Ô˙È❸❸❸❽❹❼❽➅❸➁➆❷❷❹➂➄❹➄❽❽❹❹❹➄❻❹❿➀❿❹❶➂❸➄➁❽➆❹❸ ˙ÂÏÈÚÙ‰ ¯˜ÈÚ È˘È‡ ¯·˘Ó· ÂÏȇ ¨ıÂÁ ÈÙÏÎ ‰ÙÂ˙ ˙È˙¯Â˘˜˙‰ ˙ÂÏÈÚÙ‰ ¯˜ÈÚ ¨È‚¯‡ ¯·˘Ó·˘ ❽❶➉➂➀❶❽❸➄➂❸➀➆❽➄❹❶➂➁❶❽❹❸➂❸➀❷❸❸❹➂➀ÆÌÈÙ ÈÙÏÎ ‰ÙÂ˙ ˙È˙¯Â˘˜˙‰ ❹➅➆➀❹ ❽❽❸ ❹➅❽➈ ➀➆ ❸❷❹➆ ❽❽❻➂ ❸➂ ❹❻❹ ❺❻➀❹ ➁❽❽➄❹➂ ➅➄➀ ❹❽❹❽❻ ➁➀❹➆ ❻➀❽❽➂❹❽➅➀❻➄➂❸➆❷❹➃❽❸➀❹❹➂➆➃❽➀❹➄❽❽➂❽➄➈❽❹❹➀❽➆➈ ❺❻❸❹❶❿❹❺❹❹➄❹➂❹❽➅➀➃❽❽❹❸❽➄➂❻❹➀❹❽❹❽❻➁➀❹➆❽❶➉➂❽❼➈❸ ❽❽❸❹❽➄❹❶❸➁❽➂❸❽❶❹➅❽➄❾❽➀❸❸➀❹➈❹➅➁❽❽❻❸❽➂➁➆❹❷❷❹➂❸❹❻❹ ➁❽❶❷❸❽➁❽❽➄❸➃❽➀❷❸❸❽➄❹❽❻❹❽➂❽➄➈❽❹❹➀❽➆➈➀❸➄ ➁❸È˘Â‡‰ χȈËÂÙ‰Ó ÌˆÓÂˆÓ „Â‡Ó Ï‚ÚÓ· ˙ȯÒÂÓ Â‡ ˙ÈÏ΢ ¨˙ÈÒÈÙ ÌÈÈÁ Ì„‡‰ È· ·Â¯ ➂❸➀➀❶❸➉➂❽❹➈❹❶➀❿➂➁❷➀❸➂❹❷➈➄❸❹➂❹➆➂❹➁➄❹➂❽➆❺➀❻➁❽➂➂ ÌÁÂω ˙ÓÎÁ ❷➀ ❸➄❼❸ ❹➆ ❺❽❺❸➀❹ ˙ÂÁÂΉ ˙‡ ‡ˆÂÓ‰ ¨ÏÈ‚¯ Ì„‡ ‡Â‰ ¯Â·È‚ßßß ➁❽➂➁❽➁❽➂❹➁❹❽❻❽➂ ÌÈÓÒÁ ˙¯ÓÏ ¨„„ÂÓ˙‰Ï ˘˜Ú˙‰Ï ❸➂➀➆➂❹➄❹❻❹❿➁❽➂❹➆❸➂❿❷➆ ßßÆÌÈÈ˙Óȇ Christopher Reeve, "Superman" ➁❽➄ ❽➈➀ ❾➀❸➂ ❹➄➆❽ ➀➁❽➀❿❽➅❽➈❽❿❸❸❹❽➂➁❽➂➁➆❹❷❷❹➂❸➁❹➆➂➁❽➀❿➃❹❹❶➂➁❷❸❽➄❹❻❽➈ ❹➄❽❷➂❸➄❹➂❸❹❷❸❹❿➆➂❹➅❸➁➆➁❽➄❹❸➂❹❽❸ ❹❷❷❹❸❹❸❽❼❽❷➂❸➀❽➈ ➀❹➆➈❹➁➆❷❷❹➂❸➀❹➁❽❶❹➀❹❿❽➅➈➁❽➀❿➇❽➀❻❿❹➂❽➀❹➅➄❿➄❸➆❸➂➆➂❸ ❽➆❸➆❸➂❸➇❹➅❹❷❷❹➂❸➀➀❹❸❻❽➀❹➆❽❽➅❹➆➈❹➂➀❹❻❿❸❸❻❷❸ ➁❽➛❶❽❽❹❽➄❷❻❸➃❷❽➆❸➀➁❽➄❽❽➈➂❹➀➆➁➀❹➆❹➅❽➈❹❻➈❸➁➆❾➀❽❹➁❽➆❸❹➄➂ ❹➅❽➈➅❽➅➀➆➁❽❽❻❸❽➂➁➆❷❷❹➂❸➀➇❽❷➆❹➁❽➂❸➂❻❹➀➈❽❸❹❸ AA/ Alcholic Anonymous ❸➀➁❽➀❸❹➂➅❹➈➂❸➂❹❹❽❽➀❹➈❽❼❹❼❽❹❻❹➈❹➀ ➁❽❶❹➅➂ ➂ ❽➂ ➁➆ ❷❷❹➂❸➀ ❷❽❿ ➁❷ ❽➄ ❸❻➄➂❸ ❸➈➄➆ ❹➈➅ ❸❻➈❸ ➁❽➄❸ ❾➀❸➂ ❹❹➂➅❷❽❽ ❜➃❼➅ ❛➁❽❽❹❽➁❽➂➁❽➀➀❹❿➁❽❽❻❽➂➁❽➄❹ William James (1842-1910) to W. Lutoslawski, May 6, 1906 Bartlett’s Familier Quotations/ John Bartlett/ Little, Brown & Co, 1992/ ISBN 0-316-08277-5/ pg 545, no 6 A Hero/ via Madhuri Roy/ www.kryon.org, 21.7.2003
❷❽➆➀❿➃❹➄➆❶➀❿➀➁❽❷❽➆➀❽➈❹➅➃❽➃❹❹❶➂➁❽➂❽❽❽❿➅❹❶➁❽❼➄❹❹❸➆❷➂ Ư·˘Ó ÌÚ ˙„„ÂÓ˙‰Ï ÈÏÎÎ ‰ÏÈÙ˙‰ ➁❷➀➈➂❸➀❽➈❸❽❽❶❹➀❹➄❿❼❹❸❽➆❽❽➄❸❽➈➀➆❸❹❹❸❼➈❸❹❼➀❻❸❹➆❹➆➂❷➆❸➂❷➀➂❽❹➂ ❷❽➆❸❽➂❶➀➁❽➄➂➁❽❹➅➂➆❶➁❽❶❸❹➄❸❾❷➃❼❽❹➄❽❹➆➂➁❽❽➆➀❹❽❽❻➂➂❽❽❷❽➆❸❹➄❹❺❽❹❻➀ ➁❽➄ ➂➀ ❸❽ ❽❹❷➂ ❹❽ ❹❽➂❸ ❽❽➀ ➆➂ ❸❹❹❸ ❹❽❽❼➀❹ ❹❽❻ ➀ ❸❹ ➃❸ ❷❽➆❸ ➀ ❹❽❹➈❸ ➅❹❶➁❽❼➄❹❹❸❽➅❽➈❸❹❹❸❷❹❽➂❾❹➀❿➂❸❺❹➂❽❽❸❹❽➈❹❽❷❽➆❹❹❹❿➂➄➁❸❽➀➁❽➄➁❽❽❽➂ ❸➀❽➈❸❹❽➂❼➅➁❽❻➂➃➂❺❹❹❹➆❹➂➀❷❻❼➅❷❹❽➂➀➁❽❽➂➀➂❹➁❽➂➃❿❽❸❷❹❽➂❸❽❹➄❽❹➆➂ ➁❷❸➇❹❶➃❸❹➁➀❹➆➃❸❽❹➄❽➀❸➈❹➆➂❷➀❹➈❶❽❽➂❹❶❹❸❹❻❸❻➂❷❻➂❸❸❽❶❹➀❹➄❿❼❸❸➄❽❸ ❹➄❽❽❻❹❽➂➀➁❹❾❹➈❸➀❹❹➂❹➀❻❼➀➃❽➄❸❸➈❸
The Isaiah Effect/ Greg Braden/ Three Rivers Press, 2000/ ISBN 0-609-80796-X
❸❽❼❽❷➂❹❸❽❸❻❽❹➆➂✈❸➀❹❸➃➄❹❿➀❸❼➂➁❽❽➄❹❽❻❸➁❽❽❹❽❶➂❹❸❽➅❸➂❽➄➂❺❸❽➈ Æ˙„„·˙‰ ✈✈➅❸❷❻❽➃❹➅➄❺❻❽➀❽➀➅➂➃➂❻➄❽❾❽➁❸➁➆❷➀❹❷❷❹❸ ❽➀❽❿❹➅➅❹❸➆❶❸❽❹❷❿❹➁❽➂➅❹➀❹❸❹❿➀➀❹➂❹➄❻❹❿➅❹❻➁❽❷❹➂❹➄ ÆÌÂ˜È˘ ˙ÈÎÂ˙Ï ÌÈ·Ï˘‰ ±≤ ❹➄➄❹❽➆❸➀❸❼➀❻❸❹➄➀❽❹➄❹❽➈➀❹➄❹❽❺❻❸➀➀❹❿❽➀❹❷❶❻❹❿❽❿❸➄❹➂➀❹➄➆❶❸➀❹❸❽➄➀➁❽➄❽➄❽➀➀❹❿➈❸❹➄❽❽❻❹ ❹➄❷❹❸❹➄➂➆➀❹➂➀➀❸❽➂➆➂❽➅❹➂❷❹➅❽➄❽❻❹❹➈❽❻❹➄❿➆❹❹➁❽➄❽➂❹➄❽➈❿➁❽❸❹➀➀❹➀❹➈❽❼➀❹➄❽❽❻❹ ❽➂❶➈ ➀❿ ➁❽➀➆❸➀ ➁❽❸❹➀➀ ➀ ➁❽➄❿❹➂ ❹➄❻➄ ❹➄❹❽➆ ➀ ❽❹❷➂❸ ❽➈❹❸ ➀➆ ➇➅❹➄ ➁❷ ❽➄➈❹ ❹➄➂➆ ❽➄➈ ➁❽❸❹➀ ❽➄➈ ❷➄❸➃➀➁❽➄❹❿➄❹➄❹❹➄➆❶➈➁❸➁❽➄❸➀❿➀❸➂❽❹➄❿➆❛❹➄❹➄❹➅❻➀❿❽➅❽❹➆❽➄➁❽➂❹➀➀❸❹❽❽❸ ❾❹➆➀❹➄❿➂❸➁❽❻❹➁❸❸➄➆❶➈❹❽➄➈❸➃❸➁❽➂❼➆➂➀➃❽➄❸➈❽❹➀➁❽➄➀❹❽❽❹❽➄➈❹➄❿➆❜➁➀❹❿❽➄➈ ➈➀❹➄❽❸❽❼❽❷➂❹❸➀❽➈❹➆➂❽❷❽❽➂❹➄❹❽❶❹❷❹❸➀❹➁❽➀❹➂➀➁❽➆➂❹❽❾❹❹➄❹❶❸➄❸❻➆➂ ❹❹➆❸❹➄❽❹❹❻❸❺➃❹➁❽❽➀❻❹❿❸❹❹➄❹➆❹➄❹➆❷➀❽❷❿➀➀➈❸➀❹❹➁❽➄❽➂❹➄❽➈❿➁❽❸❹➀➁➆➆❷❹➂ ❹➅➅➀❹❸➆❶❸❽❹❷❿➀❹➁❽➂➅➀➁❽❹❿➂❹➁❽❼➅❽➀❹❸❹❿➀❷❹➆➀➅➂❸❽➆❸➀❹➄❽➅❽➄❹➀➁❽➀➂❸❹❿❽➄❻❹ ❹➄❽❽❻❽➆➂➀❿❹➀❹➄❹➆➁❽❽➀❹❽➀❽❿➀
AA Big Book - Chapter 5/ http://www.recovery.org/aa/bigbook/ww/chapter_5.html/ 11.10.2003
❞ISBN 0-944353-00-2 ❜❜➅❹➈❹❷➀❽➈❷➅➂❽❽✈❶❽➂❽➂❸❸❹➄❸❞➅✈✈❸❷❻❽➀➅➂➃➂❻➄❽➉➂❹ The Monk who sold his Ferrari/ Robin S. Sharma/❞❜❜ ❷❹➄❷❜❜➁➆❹❽❽❸➀❺❽❹➀❾❽❽❻➈➀➀❹❿❽❸
HarperSanFrancisco, 1998/ ISBN 0-06-251567-5 8 Weeks to Optimum Health/ Andrew Weil, M.D./ Alfred A. Knopf, 1997/ ISBN 0-679-44715-6❛
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❸❹❸❽❶❸➁❽➆❹❸➀➅❻❽❽❸➀❻➄❸❾❷❸➁❽❻➂❸➂❹❸❽❻➄❸❸❽➈➅➂❸❹❸❸➄➅➂❸ ➀❹❿❽❽❹➆➂➂❷❽➈➃❹❸❻❹❿➀➂❸➀➆❶❸➀❹➄➀❹❿❽➀➆❽❺❿➂❸➆➈❸❸➀❸➉➂➄ ❾❹➀ ❽❹ ❹➀❽➆➈ ❸➅❽➈❸ ➄❹❹❿❸ ❹➆➂ ❸➄➄ ➃❹ ❻❹❿❹ ❹❷❽❸❸❹ ❹❷❷❹➂❸❸ ❹❽❹❸❹❽❶❼❼➅❸➁❽➁❽➂❽➄❹❽❻➀➈❼➂❹❸❻➄➂➆❹❽➅❹❷➀➙❶➄❹➄➙❝❻❹➂❸ ➁❶➃❹❿➄➀➀❿➀➃❹❿➄❸➂❹❸❺❸➄❽❽❸❽❽➂❹❽➄❹❶➂➀➁❽❽➅❽➈❸➁❽❽❿➂❸➄❹❹❿❸ ❼➈➀
Ìȯ·˘Ó ÏÂ‰È Ï˘ ·Ï¢Ӊ Ï„ÂÓ· Ȃ˯ËÒ‡ ÔÂÈ„ ¨Ìȯ·˘Ó‰ ÏÂ‰È ¨‰ÈËÓÂÏÙÈ„‰ ¨˙‚ȉӉ ˙¯Â˙ ≠ „ÂÓÈω ÈÓÂÁ˙ ˙˘˘ ˙‡ ÂÁ˙È˘ ȯÁ‡ Ìȯ·ÁÓ „ˆÈÎ ¨‰È‚˯ËÒ‡‰ ÌÁÂÏ ÂÓˆÚ ˙‡ Ï‡Â˘ ªÌÈÈ˘È‡ Ìȯ·˘Ó ωȠ‰„‚Ù¯ى ¨ÔÈÙÒ‰ ÌÈÓÂÒÁÓ‰ Ȉ¯ÂÙ Ï„ÂÓ· ¯·˘Ó Ʊ≥≠π ¯Âȇ øÌȯ·˘Ó ÏÂ‰È Ï˘ ·ÏÂ˘Ó „Á‡ Ï„ÂÓ· ÂÈ„ÁÈ Âχ ÌÈÏÎ ¯ÙÒ‰ ˙‡ ÏÈ·ÂÓ‰ „ÂÒȉ Ï„ÂÓÏ ¯·Á˙‰Ï ˘È ¨˙È˘‡¯ øÌÂÒÁÓ ❸❷❹➄❸ BlockbustersØÌÈÓÂÒÁÓ‰ Ȉ¯ÂÙ Ï„ÂÓ ≠ ¯·˘Ó ❹➄❽❸ ❹❹❸➂ ➂ ➈❸ ➀❽❻ ❷❹➆ ❸❸❹❸ øÔ‡Ï ø‰Ùȇ ➁❽❿❷➛➛➁❹➅❻➂✈✈❹➀➀❷❹➂❸❷❶❸❽➈➀➆➛➛➁❹➅❻➂✈✈ RoadBlock ➆➄❹➂❸ RoadBlock ❾❷❸ ➁ ➀➆ ❽➄❸ ❽➂❹➈ ❹➁❸❽❷➆❽❹➁➄❹❺❻➂➂➀❼➈❸❸➄❽❷➂❸➃❹❶❸➂ ➀❷❹➂➛➛❤❾❽❸✈✈➀➀➆❽❸➀❸➁❽➂❸➀❹❸❽➄ øÍȇ ➆❹➄❽ RoadMap ➁❽❿❷ ➈➂ ➃❽❿❽ ➃❹❶❸ ❸❺➆ Ìȯ·˘Ó ÏÂ‰È ❹➆❸ ➀ ❹➄➂❷❺❸❸ ➃❹➀❻ ❶➅➂ ❹❽❸➂ RoadMap ➉❹➈❽ ➇❹➅➀❹ ➁❽❺➄ ➇❽❸ ➁❹➂❽➄❽➂➀ ➁➂❽ ➁❽❿❷❸➛➛➁❹➅❻➂✈✈ ❷❶➄❿❹ ❤❸❼❽➀❹➄➄❽❹❽❹➈➀❽➂❹➈➁❹➅❻➂❸➃❿❸❷❽➂❹❺❽❽➄❸❽➀➆❸❽➄❸❸➀❸ ¯·˘Ó ÈΠ„ÓÏ❤❹❽❹❿➀❸❹➆❹❸➀➆❼➀❸➀➁❽➂➀❹❸❽➄❹❹➆➂➃❽➄❸❷❽➂❹❺❽ ≠ ˙ˆ¯Ù˙‰‰ „ÚÂÓ Âȉ ¨ÔÓʉ ¯Èˆ ÏÚ ÌÈ·Ï˘‰ ÔÈ· „ȯÙÓ˘ ‰Ó ÆÌÈ·Ï˘ È˘Ï Ô¯˜Ú· ˜ÏÁ˙Ó ❷❹➄➀➁❷❹❸➂❹➆❸➂❿❷➆❹❹❷❸➂❿❹❽➄❸➂❿❾➂❸➀➀❹❿❽❸➆❹ƯÂÊÁ≠ÏÚ‰ ˙„˜ ➁❽➀❽❹➂❸ ➁❽➆❹❸ ➃❽ ➀➀➀➂ ➆➄➂❸➀ ❹➄❽➀➆ ❹➈❸➀ ❹➀❽❹➂❸ ❹❽❹❻❸ ➃➄❽❸ ❹❺❻➀➆❸ ❸❽➈❹❽❸❸➂➆❹➈❸❸➃❽➀❞➁❽➄➇❹➁❽❷❹❻➁❽➂❽❾➂❸➀➁❽➀❹❿❽❸❹➈❸➀ ·Ï˘‰ Âȉ ¨˙ˆ¯Ù˙‰Ï ÌÈ„˜Ó‰ ·Ï˘‰ ❷➆❹➂ ÌÈ·Ï˘ ÈÙ≠ÏÚ Ìȯ·˘ÓÏ ÌÈӯ‚ Ʊ≥≠±∞ ¯Âȇ È˘‰ ·Ï˘‰ Æ PREØÌ„˜‰ ·Ï˘ ≠ ¯·˘Ó Ï˘ Ô¢‡¯‰ ❹➄❷➂➀➁❽❻➂❸➂ Æ BANGØıˆÙ‰ ·Ï˘ ≠ ¯·˘Ó Ï˘ ıˆÙ Ì„˜ ÌÈ·Ï˘ ➁❽❹ ➁❽➂ ❹➈❸➀ ➁❽➂❹❶❸➂ N ❽❿ ❹❽➀❹❸❽➄❹ ❹❽➄❿❼ ❹➀➂ ➁❽➆❹➄❸ ➁❽➆❹ ≤µ• ∑µ• ÌÈӯ‚ ➁❽➂❹❶➂ ➁❽➆❹➄ N ➁❷❸ ➀ ❹❿➂➂ ➉➈❸➀❹➈❸❸❷➆❹➂➁❽❻➂❸ ❞ ISBN 965-07-0086-2 ❜❛❿➀❶❽➅➅❽➄✈✈❷➁❽➅➄❹❸❹➈❸❸❜ ❜❜❽➆❼❸❽❸❹➂❻❸❽➆❼❽❹➈❽➀❸❺❸➀❽ The AIDS Book/ Louise L. Hay/ Hay House, 1988/ ISBN 0-937611-32-8; Immune Power/ Jon D. Kaiser, M.D./ St. Martin’s Press, 1993/ ISBN 0-312-11831-7; Take Control: Living with HIV and AIDS/ Nathan Clum/ AIDS Project Los Angeles, 1996 ➁➆❹❽❻➀❞ The Tibetian Book of the Dead/ W.Y. Evans-Wentz/ Oxford University Press, 1960/ ISBN 0-19-500223-7
❷❹➄❷ ❜❜ ➀❶ ❹❸ ❸✈❹➈➄❽ ➀❽❶❹➅ ❽❼❽❼❸ ➁❽❽❻❸❹ ➁❽➂❸ ➈➅ ❞ ❜❜ ❹❽✈ ➅❹➀❹ ❼❺❽➀ ❹❹➂❸ ❛
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÈÈÈÙ‡Ó Ìȉ ‰Â˘‡¯ ‰¯„Ò ÆÌÈÈÈÙ‡Ó Ï˘ ÌÈ‚ÂÒ È˘Ó ÌȷίÂÓ Ìȯ·˘Ó ÈΠ„ÓÏ ÏÈ·˜Ó· ÌÈÈ˙ÒÈÙ˙ ÌÈÈÈÙ‡Ó Ìȉ ‰È˘ ‰¯„Ò❹❽➆❹➀❹➆❹➂❹❽➂➁❽❻➂❸ÌÈÈ˙ÈÓ‡ ❞➁➂➆❹❽❽➁❷❽➄➁❽❹❹❻➃❹➇➀❶❹➅❹❽❹❹❻➂❿❹➂➁➀❹➆❸❽❽➂❸➆❹❸➂❹➄➅➂≠ ➁❷❺➁❹❶➂➀➄➆❷❽➂➀➆❹➅➅❹➂❾❹❹➂➁❹❶❹➆➂➁❽❹❹❻➃❹❽❶❹➅❹❽❹❹❻➂❹ ◗❼➄❼➄❽❸❽❺❽❹❹➀❼❹❽❷❹➄❹❽➆❘❹❸❽➆➂➂❹◗➃❺❹➀❸➈➁❹➅➈❘❿❹➂➀❹❿❹➂ ➁❽❹❹❻❸❹❽❽➂❹❽➂❸➄❹❸❹❽❹❽➂➀➁❽❶❹➅❽➄➂❿❹➂➁➀❹➆❸❽❿❽➅❸➀➃❽➄ ❾❹❹➂➁❹❶❹➆➂➁❽❹❹❻❸❹❸➂❹❷➂❹❽➂❸❽➄❸ ÆReal WorldØÈ˙ÈÓ‡‰ ÌÏÂÚ‰❹❽❽ ❹❸➀❾❷➀❿➃❽➀❹❽❽➂❹❽❸➀❸➀❹❿❽❸❹❽➂ÆVirtual WorldØÈχÂ˯ȉ ÌÏÂÚ‰ ➁➆❽❽❺❿➂❸❹❼➈❸❸❽❸❽❾❹❹➂❸➁❹❶➃❹➂❸➂❹❽❽❸❹❹❻➄➀➃❹❹❽❿➂❸➀❼➀ ❸❻❷❹❼➈❸➀➃❿❹❸➁➀❹➆❾❹➀➉➂❹❹❺❹❽➂ ❽❽❶❹➀❽❼øÔ‚¯‡‰Â ˯ى ÈÈÁ ÏÚ ¯˙ÂÈ ‰Ï„‚ ‰ÚÙ˘‰ ¨ÈχÂ˯ȉ È˙ÈÓ‡‰ ≠ ˙ÂÓÏÂÚ‰Ó ÂÏÈ‡Ï ❸➂❹➀➁❽➅➄❿❹➂➁❷❽➀➆❶➂➁❷❽➄❹➁➀❹➆➀❽➄❹❽❸➂❶❹❷❹❶❽❸ Matrix➅❽❼➂➁❽❼➅❸ ➀❹❽➀❹❼❽❹❹❽❹❹❻➃➀❹❿➅❽❼➂❸❽❺❿➂❻➂➂❷❻❹➂➂❹➄❹❺❽➄➁❸❽❽❻❹❽❹❹❻➀❿❹ ➅❽❼➂❸❼❽➀➂❽❺❿➂❸❻➂❸❼❽➀➂❹❻❸➁❽➄➁❹➀❼➆➂➀❽❽➂➁➀❹➆➁❽❽ ➁➆❹❽❹➆❹❸❽❶❹➀❹❿❽➅➈❸➆❷➂❹❻➈❸➁➆ ❸❸➂❹ ❜❸❸➂❹➄❽➈➅❹ ZION➁❽❽❻❹ ❹❽❹❹❻ ➀ ❹❽❻❸ ❹❼ ❹❽ ❸❸ ➃❽❸➀ ❹➀❻❸ ❽❹❹❽❸ ❹❸ ❹ ❹❻➈❸ ❸❽❻❸ ❽❿❽➀❸ ❹➀❸➄❸ ➀➆ ❼➀❻❹➂ ➅❸ ➃➂➂ ❹❻ ➆❷➂❸ ➃❽❽❷➆ ➁❷❸ ❽❽❻ ➀➆ ❹❽❹➅❽➈ ➁❽❿❽➀❸➁❹➀➆❽❹➆➂➂➀➂❽➀❹❼❽❹❸➁➀❹➆➀❹➀➁❷❸❻❹➂➁❽➄❹➄❸❷❹❽➆❹ ➀➆❹➄➅➂➁❽❽➅➂❹➁❽❻➄➂➁❽➅❻❽❽➂➁❽➈❹➁❷❽➄❸❾❷❸➀➆➆❿➂❸➆➈❸❹➅❽➈➀ ❹➀➁❽❽➆❹➂➁❽❻➂❹➂❼➀❻❸❽➂➃❹❽➂❷❸➃❽➀❹❽➂❸➃❽❸➁❽❽➆➀➁➀❹➆❸ ❸❹ ➁❽➀❿ ➃❹❹❶➂ ❹➆➂ ➁❷❸ ❽➄ ❹➅❽➈ ➀➆ ❸❽➀❹➈❽➄➂ ❾❹➆➀ ➃❽➄ ❽❿ ❹❷➂➀ ❽❹❹❽ ❹❸❷➄❶➈❹➈❸❹➀➃❷❹➅❽❹❷➂➆❹➄❹➆➃❹➃❸❹➀❷❻➆❷➂❹❷➂➃❽❸➄❹❻❸ ❹➂❽❹➂➄❹➁❽➄➁❽➈➀❾➀❸➂❹❻❹➈❽❶❼❼➅❸❸❽❻❸❹❸❽❹❼❸❹➄➂❹➃❽➈➅❸ ❹➄❹❸➁➀❹➆❸❹❽❹ ÌÏÂډ È˙ÈÓ‡‰ ÌÏÂÚ‰ ≠ ˙ÂÓÏÂÚ‰Ó „Á‡ ÏÎ Ï˘ ÂϘ˘Ó ‰Ó✈✈ ≠ ‰Ï‡˘‰ ÏÚ ·È˘‰Ï Ȅη ❸➀❿➀❿➀➀❹➄➅➈❸❿❹❺ ¨Ôӄȯ٠ÔÂËÏÈÓ ¯ÂÒÂÙ¯ى Á˙ÈÙ˘ Ï„ÂÓ ÏÚ ÒÒ·˙‰Ï ıÏÓÂÓ ➛➛ øÈχÂ˯ȉ ❹➄❽❷➂➁❽➄➃❹❸➀➀❹❸❸❽➀➈➄❽❸❹❽➆➃❹➈➀❽❸➀❷❹➂➁❽➄❹➂❸❹➄➆➂ ➁❽❽❽➂ ➁❽❹❼➈ ➃❹❸ ➀❻❸ ➁❽➄❽❽➈➂ ➀ ➁❽❶❹➅ ❽➄➂ ❿❹➂ ❸➀❿➀❿ ❹➅❽❶➀ ➁➀❹➆❸ ➁❽❹❼➈❽➄❸➀❻❸❽❶❹➀❹➄❿❼❹❻➈❸❽❽➇➅❿❸➆❽❸❽➀❿➀❿❸❹❽➂❸➀➆➁❽➆❽➈➂❸ ➀❹❿➆❸➁❽❽❹❽➁❽➂❹❶➀❹❸❸❽➀❿➀❿❸❹❽➂❸➅❽➈➀➆➁❽➆❽➈➂❸❹❽➈❽➀ ➁❽➆❽➈➂❸➁❽❹❼➈❸➂ N❻❽➈➀❷❹➂❸❽➈➀➆❤➃❸➄❽❸❹➀❻❸❸➂❹❽❸➀❽❻➁❽❻➂❹➂ ❹➀❽❹➁❽❽❽➂➁❽❹❼➈➁➄❽❸❹❽➀❿➀❿❹❹➀➆ ˙ÂÓÏÂÚ ÈÙ≠ÏÚ Ìȯ·˘ÓÏ ÌÈӯ‚ Ʊ≥≠±± ¯Âȇ ❹❽❸❹❽➈❽➀➆➁❽➄➆➄❸➁❽❹❼➈➁➄❽❸ ❛N ÏÂ‰È Ï˘ Ï„ÂÓÏ ÈÏÎÏΉ Ï„ÂÓ‰Ó ÍÈÏ˘‰Ï Ô˙È ÈχÂ˯È È˙ÈÓ‡ ÌÏÂÚ ÌÈÚ·Â Ìȯ·˘Ó‰Ó ≤∞• ø‰˜ÒÓ‰ ÆÌȯ·˘Ó RealØÈ˙ÈÓ‡‰ ÔÎÂ˙‰ ÌÏÂÚÓ ≠ ÌÈÈ˙ÈÓ‡ ÌÈÓ¯Â‚Ó ∏∞• ≤∞• ÌÈӯ‚ ÌÈÓ¯Â‚Ó ÌÈÚ·Â Ìȯ·˘Ó‰Ó ∏∞• ÂÏȇ ªWorld VirtualØÈχÂ˯ȉ ÔÎÂ˙‰ ÌÏÂÚÓ ≠ ÌÈÒÙ˙ World The Matrix; The Matrix Reloaded; The Matrix Revolutions/ Andy & Larry Wachowski, USA 1999; 2003; 2003/ Keanu Reeves, Laurence Fishburne, Carrie-Ann Moss, Hugo Weaving
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÈÊÂÁ‡ ˙‚ÏÙ˙‰ ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±≤ ¯Âȇ ¨ÂÈ„ÁÈ ÌÈ„ÓÈÓ‰ È˘ ˙‡ ÌÈÁ˙Ó ¯˘‡Î ÍÒ ∑µ• ≤µ• ±∞∞• ❶❽❽➂❽➈❹❸❽❸ Æ·ÏÂ˘Ó Ï„ÂÓ ÌÈÏ·˜Ó ❽➄➀➀❻➂❸➂❸❽❽❻❷➆❹➂❸➃➂❺❸❷➂❽➂ ➀❸ ➁❷❸ ➀ ➃❹❸ ➀❸ ➁❽➀ ❷➂❽➂❶❽❽➂❽❿➄❸❽❸➉➈❸➀❽➄❸ ∂∞• ÈχÂ˯È ≤∞• ∏∞• ❽❽➂❸➁➀❹➆❸➃❹❸➁➀❹➆❸➃❿❹❸❹➂➀❹➆ ➁❽➀❻➂❹❽❷❻❽❽➀❹❼❽❹❸➁➀❹➆❸❽➄❸➁➀❹➆❸ ı·˜Ó ı·˜Ó È˘ ÈÚÈ·¯ ❼❹➈❽➄❹❻❻❹❽➄❹➆➂➁❽➂➆➀ ➃➂❺❸ ❷➂❽➂ ➁❽❽❸ ❽➄ ➀➆ ❹❽❹❶➀➈❸❸ ➀ ı·˜Ó µ• ≤∞• È˙ÈÓ‡ ı·˜Ó ±µ• ➀❿ ➀ ❹➂❹ ❻➀ ➃❽➄ ❹➂➀❹➆❸ ❷➂❽➂❹ Ô¢‡¯ È˘ÈÏ˘ N➃❹➉➂➁❽➂❹❹❹❽❸➀➉➂ ÌÏÂÚ Ì„˜ ıˆÙ ÍÒ ·Ï˘ ➁❽❽❽➂➁❽➆❹➂➁❽➆❹➄➁❽➂➀➁❽➂❹❶❸➂ ➁❽❻➂❸➁❽➀❹❼❽❹➁❽➆❹➂➁❽➆❹➄➁❽➂❹❶❸➂N ❽➄➉➂➂➁❷➀➁❽❻➂❸ ❹➈❸➀➁❽❻➂❸➁❽❽❽➂➁❽➆❹➂➁❽➆❹➄➁❽➂❹❶❸➂ N❽❽➀➉➂➁❷❸➀ ❹➈❸❸➀➁❽❻➂❸➁❽➀❹❼❽❹➁❽➆❹➂➁❽➆❹➄➁❽➂❹❶❸➂N❽➆❽➉➂➂❸ ÌÈӯ‚ ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±≥ ¯Âȇ ÌÈӯ‚‰ Ì‰Ó ÔÁ· ·Ï¢Ӊ Ï„ÂÓ‰ ˙¯‚ÒÓ· ÆÌȈ·˜Ó‰Ó „Á‡ Ïη Ìȯ·˘Ó ˙¯ˆÂÂÈ‰Ï ÌȇȷӉ ➁❽❽➄❿❼➁❽➄❽❽➈➂❽➀➆➁❽➂❹❶➂❽➆➃❹➉➂ ❸❹❿➁❽➆❹➄❽➆❽➄➉➂ÌÈÏÂÚÙ˙➁❽➂❹❶ ˙ Â Ó Ï Ú ˙ ‰ ˙ ¯  ˘ ˜ ˙ ÈχÂ˯È ❹❽➆➂ ❸➀❸➄❸❸ ˙ÂÓÏÚ˙‰ ❹❽➀❹❸❽➄ ❹➀➂ ➁❽➂❹❶➂ ➁❽➆❹➄ ❽❽➀ ➉➂ ❻❼ ❹❹➆❸ ≤ ¥ ❹➈❽➄ ➀❹ ➃❹❶❸ ➀ ❹❼❽➀➀ ➉❹❻➂ ➁❽❹➂❸ ❹❽❷❶❸ ➛➛❸ ❻❹❼❽ ❹❻ ϯ‚‰ ❷❽ ➂ ÏÂÚÙ˙ È˙ÈÓ‡ ϯ‚ ➀❽ God’s Will➁❽❸❹➀➀ ❹➄❹❹➀➁❽➂❹❶ ± ≥ ❹➀❽➆❽➉➂ ➛➛➆❼❸❸➆➂➛➛➀❶❹➂❸➁❶❹ ÌÏÂÚ Ì„˜ ıˆÙ ·Ï˘ ❽❹❽➀❽➆➂❸➀❹❸❽➄➀❿➂❸❹❿❹➆❹➄❸ ❺➄❸ ➁❽❽➀❿➀❿❸ ➁❽❺➄❸❹ ❸➆❽➄➂❸ ❹❽❹➀➆➀ ➂ ➀❹➂❸ ➀❷❹➂❸➂ ➈➅❹➄ ❸➄➅➂ Æ˙¯Â˘˜˙ ➁❽❽❺❽➈➁❽➅❿➄➃❹❸❶❹➅❸➁❽➅❿➄➀➁❽❶❹➅❽➄➃❷❹➂❿❹➂➁❽➂❸➂❷❻➀❿➁❶➄❸ ❹❽❹➀➆❸❹❽❸❹❶➉➂➀➁❽➂❹❶➀❾❹➂➄➉➂➂➁❽❹➆➀❿❿➁❽❽❽➂❷➁❽➅❿➄❽➄❸❶❹➅❸ ➀❹➈❽❼➂ ❹❻➈ ❸➄➀➆ ➃❹❸ ➉➂ ❹❹➆➂❸ ❹➀ ➀❹➈❽❼ ➁❽➈❹ ❹❷❷❹➂❸ ❽❹❸❹ ➉➂❸ ❻ ❽➀❿➀❿❸ ❺➄❸ ❸➀❸❹ ➂❽❹➅➂ ❸❷❹➄➂ ❽➆❽❸ ❹ ❽❽➀❸ ❽➄❸ ➉➂ ❹➀ Ô˙È ¨ÌÈÂ˙‰ Ï˘ ‰ËÂ˘Ù ‰ÓÈÎÒÓ øÌÂÎÈÒ‰Â➃❹❶❸❹➅❸➀➀❽❹❽❸❹❶❸❿❸❽❸❽❽➆❽❸ ¨ÏÂÚÙ˙‰ ı·˜Ó ≠ Ìȯ·˘Ó ˙ˆ¯Ù˙‰Ï ÌȇȷӉ ÌÈӯ‚‰Ó 𵕠ÏÚ ËÏ˙˘‰Ï Ô˙È ÈÎ ˜ÈÒ‰Ï ¨Ï¯Â‚‰ ı·˜Ó ≠ ÌÈӯ‚‰Ó „·Ï· µ• ÏÚ ÆÔÂÎ ÌÈ„·ÂÚ˘ ȇ˙· ˙‡Ê ¨˙¯Â˘˜˙‰Â ˙ÂÓÏÚ˙‰‰ ÆËÏ˙˘‰Ï ‰È‰È Ô˙È ‡Ï ÌÏÂÚÏ ˙¯ˆÂÂÈ‰Ï ÌȇȷӉ ÌȈ·˜Ó‰Ó „Á‡ ÏΠ̇ „„ÂÓ˙‰Ï Ô˙È ·Ï¢Ӊ Ï„ÂÓ‰ ˙¯‚ÒÓ· „ˆÈÎ ¨ÍΠ̇ ➂❹➁❽➂❹❻❸➄❽❻ ˙¢ÏÂÁ ➀➁❽❷➂❹❽❹➆➂➀❹➆➈❹❽➆➃❹➉➂øÌȯ·˘Ó ➃❹❽❽➄ ‰ÚÈÓ ❹➀❹➆➈❹➆➂❹❽➆➂❹➂➀➆❸❽➄➉➂ ➂➀➃❹❶❸➀❹➆❽❶➈❸ ❹➅❻❽❽❸➀➀❹➂❻➀❹❽➆➀➈➂❹➄➄❽❸❾➆➂➁❹❽❹❷➆❽❸❽➀❸➀❿❾➂➂❹❼ ❽➄❿❹➄❿❸ ➀ ÔÂÎ˙➁❽➂➀❹❸❽➄➀➂❷❹➂❽➆❹➂❹❿➆❸➀❹❶❸❷❽❽❽➀➉➂ ❼➀❻❹➂❸❼❽➀❽➁❽➆❹❹❽❽❹❽➀❽➆❽➉➂➁❽➂➀❹❸❽➄➀❺❿➂❹❹❹➂❸ ❽➄➂❽➅➀ ·Ï ˙Ó¢˙❸❽➄➆➂❸➀❸➄❸❸❤➀➀❹❿❸❿➀❸❿➂❹❽➂➁❽➂❸ ωÈ❹❽➄➁❸❽➀➆
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÈÏÎ ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±¥ ¯Âȇ ➄❹➄❹ ➂❸ ❹➈❸ ❷➆❹➂ ‰¯ÈÎÓ ❞❸❸❺ ➄➂➀➆➀❿❸❸❹➆❞➃❿❸➀❽❽❸➅❼➄❽➀❹➈❽❷➆ ➆❹❸❷❷❹➂❹➂❽❹❸❽❺❿❹➆➆❹❸➀➆ËÏ˙˘‰Ï ❹➀❽➆➈ ➀❸➄➂ ❞❸❽➅❸❹ ➃❹❶❸ ❽➀❻ ➂ ‰ÚÈÓ ÈχÂ˯È ÏÂ‰È ❷❻❹❷❸➄➂➂❷➆❽❽➀❸❸❸❺➂❸➄❹➄˙È˙¯Â˘˜˙ ➁❽❽❽➆➁❽➅➂❸❽➂❻❷➆❸❹➀❻➈➂➃❹❶➀ ≤ ¥ ➇❹➅➀❹ ·ˆÓ ˙ίډ ➆➂ ❸❽➆❸ ˙¯˙ÂÙ ❸➄❹ ➁❽❽❷❽➆ ➁❽➂ ❽➄➈➂ ➃❹❶❸ ˙ÒÁÓ ˙¢ÏÂÁ È˙ÈÓ‡ ÔÂÎ˙ ❹❻❷➆❽❸❽➀❸➀❿❷➂❹❼➃❹➀❸➄❶❸➈❼➆➂ ± ≥ ÌÏÂÚ ➁❷❸❹➀❹➆➈➀➆➀❽➆➁❽➄❻➄➁❽➄❹❶❹❿❺➀ Ì„˜ ıˆÙ ·Ï˘ ❽➆❹➈❸❸❷➆❹➂➂❹❼➄➁❽➆➂❸➀➆➀ ÚÂÓÏ È„Î· Ô‚¯‡· ‰Ú˜˘‰‰ ˙Â¯Â˜Ó Ï˘ ˙ˆÏÓÂÓ‰ ‰˜ÂÏÁ‰ È‰Ó ❷➆❽❸❽➀❸➀❿➁➆❹❷❽❿ ➆➄❹➂❹❸❿➀❸❿❷➈➀➃❹❶➀➈➂❸❽❶❹➀❹➄❿❼❽❻❹❽➈Nø¯·˘Ó È·ˆÓ ˙¯ˆÂÂȉ ❻➈➂❸❸❹➄❽➂➁❽➅➄➄❽➈❹❹❽❽➀❹❸❽➄❽❻❹❽➈N❹➀❹❻❹❹❹❽❸ ➃❹❶❸❽❿➂❸❽❶❼❼➅➃❹➄❿N➁❽➄➂➄❷➆❽❽➀❸❶➂❹❽➂❷❹❶❹➂❸➄❹❹➄❹❽ ❷❽➆❸❽❶➀❹❹➃❽❿➂❸❻❹❽➈❹❻➂N➁❽❽➈❸➂❸❽➂➀❿➁➆❷❷❹➂❸➀ ˙¯Â˙Ó Æ¯·˘Ó ͯ„ ‰È„Ó Â‡ ‡·ˆ ¨‰¯·Á ¨Ô‚¯‡ ÏÈ·Â‰Ï ÏÂÎÈ È˙ÈÓ‡ ‚È‰Ó ˜¯˘ ÔÈËÂÏÁÏ ¯Â¯· ˙„ÂÒÈ❸➄❹➃❹➀ Ư·˘Ó È·ˆÓ ÚÂÓÏ ÏΉ ‰˘ÂÚ Ì„Â˜ Ï‚„ ‚È‰Ó ÈΠ„ÓÏ ˙‚ȉӉ ❹❽❽ ➀➆ ➂❹ ❹➀❿❸➀ ❶❹❷ ❹➀❹❻ ➀❹❼➄ ❸➂❽➂ ❽➅ ❹❽➀➂ ➃❹➂❸ ➁➆ ❷❷❹➂❸➀ ➀❻❼❸❷➂❹➀❹➆❷❽➂➇➅❹❿❹➂❽➆❹➂❹❹❽❿➂❽❸➀➆❽➂➁➀❹❿➀❽❸➂➃❹❼➀❸ ❻❹➀❸❽➀❹❸❽➄❸➅❽➈➃❹❶➀➃❹❽❹❽➄➆➂❸ ˙ÂÓˆÂÚ❸➄❹❽➄➀❹❽➀➂➃❹➂❿❷❻❽➄➂ ➈❼❹❸❸❷❹➆❹❽❹➂❽❷➆❹➁❽❷➆❽❽➂➃❹❺❻❶➂ ❷➂➂➀➆➂❸➄➄❽❹➀❿❸➃❹❻ ❹➄❹➄❶➅➃❽➀➂➅❹❻❼❸➃➂➂➆➄➂➄❹❽➂❻❹➀❸❽❽❼❹➂❹➆➂❹➄❹➂➀➃❿➄ ƉÈ˙‡ˆÂ˙ ·˙Ï ‰Èˆ‡ÂËÈÒ‰ ÏÚ ËÏ˙˘‰Ï È„Î ÏΉ ‰˘ÂÚ ¯·˘Ó‰ ı¯Ù˙‰˘ ¯Á‡Ï ❹❶❽❸➄➂ ❸❽❻❹➅❽➈➉➂➂➀❹❶❸❷❽➁❽❽❹➈❽➀➁❽➂➁➆❷❷❹➂❸➀ ‰·Â˙❻➈➂❽❽➀➀ ❹❽➄➀ ❹➄➂➄ ➀➆ ➂❹ ➀❿❸ ➀➆ ❹❽❻ ❻❹➀ ➆❿➂ ➃➂❺ ❷❹➄ ❹❼➀❻❸ ➀➂ ❹❽➄❷❻ ➆➄➂➄❹ ➁➀❸➄➀ ➆❷❹❽ ➂ ❽➂➂ ➉➀❻❸➀ Ô¯˘Î ❻➈➂ ❽➆❽ ➀ ➁❽➄❹❽ ➀❹➂ ❷❷❹➂➂❹ ❷❶➄➀❸❹❹❽❹❹➀➆➁➂➆❸➂ ˙Â‚È‰Ó ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±µ ¯Âȇ ❹❽❸❽ ❹❺ ❸❻➄❸ ❻ ❻❹❹❼ ❽❿❹ ➁❽❷➆❽ ❹❽➄❽➆ ➂ ❹➈❸ ➈➀ ❼❽➀❻❽ ❶❽❸➄➂ ➁❽➂ ❽❷❽➆ ➂ ❹➈❸ ➆❹➄➂➀ ❸❼➂ ➀❶❹➂ ÈχÂ˯È ˙ÂÓˆÂÚ Ô¯˘Î ❹❽❶❼❼➅❹➂❽❾❹❹❽❿➀❸➂➃➄❿➂❿❹➂ ➁❽❽❼➅❽❶❹➀➁❽❽❿➂➀❹❽❻❽➄➆➂❹➂❿❻❹➂ ❸➀❸❹ ➉❹➀❽❻ ❽❹❹ ❽❹➂ ❸➂❽❻➀❸ ❾❽➀❸ ¥ ≤ ➀❿➁➆➂❸❼➂❹❷❹❽➈❺❿➂➁❽➂❻❼➀ È˙ÈÓ‡ ˙„ÂÒÈ ‰·Â˙ ❹❽➂❽❼➈❹ ➀➆ ➂❹ ❻❼ ❸➄ ❷➆❽❸ ❽➀❸ ± ≥ ❹❽❸❹❽➀❹➃❹❻❼➀❶❹❷❹❷❹➆➀❷➂➄ ÌÏÂÚ ıˆÙ Ì„˜ ·Ï˘ ➄❹❽❹➆❼➂❷❻➈➂➀❷❹➆❽❽➀❸❹❻❸➂ ÚÂÓÏ È„Î· Ô‚¯‡· ıÓ‡Ó ˙Ú˜˘‰ Ï˘ ˙ˆÏÓÂÓ‰ ‰˜ÂÏÁ‰ ȉÓ❸❽❼➈➅➈➂❹➆❹➂➃❻❹❹➆❹➄ ❹➂❹➆ ❻❹❽➈ N ❹➀❹❻ ❹❹❹❽❸ ➁❽➆➄❹➂❸ ❹❷❹➅❽ ❻❹❽➈ N ø¯·˘Ó È·ˆÓ ˙¯ˆÂÂȉ ➀❿ ➁➆ ❷❷❹➂❸➀ ❹❹❸ ❸➄❽❿➂❸ ❸➄❹ ❻❹❽➈ N ❹❽❻➂ ❽➄➈➀➆ ➃❹❽ ➃❹❶➀ ❹❽➄➆➂❸ ➁❽➁❽➂➁❹➂➉➀❻❸➀➃❹❶➀➆❽❽➅➂❸➃❹❿❻❹❽➈N➁❽❽➈❸➂❸❽➂ ❛
❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
‰¯˜ÈÚ· ‰˜ÒÚ˘ ¨‰ÈËÓÂÏÙÈ„‰ ˙¯Â˙Ï ‰¯È˘È ‰„ÏÂ˙ ‰È‰ ˙ȯ„ÂÓ‰ Ìȯ·˘Ó‰ ÏÂ‰È ˙¯Â˙ ➀➀❹➈❽❼➁❽➂❹➈❸➆❽➄➂➀❿➀➀➆➂❤❸❽❷➆❽ Æ˙ÂÈ„Ó ÔÈ· Ìȯ·˘Ó ωȷ ‰ÚÈÓ· ❸❻❽➄❸❸❽❼➂❹➀➈❽❷❸❹➁❶❽❸➂❸❹➂❹❽➅➀❽❸➀❽❷❿➀❿❸❹➆➀➉➈❸➂➁❹❞➁❷❸ ➁❽➂❹❶➂❹➆➄➁❽➂❽❹➅➂➁❽➂❽➀❹❼❽❹❹❽❽➂❹❽➂➀❹➂❽➀❸➄➂➁➀❹➆❸ ➁❽➂❹❶➂➁❽➂❽❹➅➂➁❽➂❹❸❻➂❸❿➀➂➂➃❹❼➀➀➈❸❽❹❻❼➀➆❹❼➀❸➁❽❽❽➂ ❹➂❽❻❸ ➉❹❽➂ ❽❸ ❽➅➀❸ ❸➂❶❹❷❸ ❹❽➅➄❸ ➀ ➆❼❹➂ ❹➄➈➂ ❹➀ ❹➆➄ ➁❽➀❹❼❽❹ ❺❽❿❸➀❻❸➄❽❷➂❽❸➀❽❷❿❹❻❹❿❺❹❺❸❽❸❽❷❸➄❹❸➁➀❹➆❸➂❻➀➂❽➄➈➀❻➈❸ ➁➀❹➆❸❽❿❷❹➅❽❸❻➄❸➂➆❹➄❸❽❼➂❹➀➈❽❷❸❹➀❸❹❽❻➄❽❹➄❽❷➂❷❶➄❸➂❻➀➂➀➀❹ ➁❽➅❹➆ ❹❻❹➈ ➁❽➂ ➃❹➈➀❹ ❸➆❽➄➂➀ ➁❽➀❿❸ ❤❹➆➂➂❸ ❷➀ ➃❹❼➀ ❽➂❹❶ ❽❷❽➀➆ ➀❸❹➄➂ ❹➅➈❹ ➃➄❽ ❹➀ ❹❻➄❸ ❽➄❷❹➂❸ ❸➈❹ ➃❹❼➀ ❽➂❹❶ ➃❽ ➁❽❽❷❷❹❷ ➁❽➅❻❽ ❹❿➆➂ ➀❹❸❽➄ ❽➀ ❸ ❹❽❹❿➂➅ ❽➀➆ ➁❽❽➆ ➁❽❼➀❹ ➃❸ ❹➄❽❷➂ ❽❷❽➀➆ ❹❽ ➀❸❹➄➂ ❹➄➄❽ ➁➀❹➆❸ ❹❽ ❼➀➄❹❹➀➀❿➁➀❹➆❸➁❽❽❼❽➀❼❹❼➁❽❼➂➁❽➀➆❹➈➃❽❽❷➆➁➀❹➆❸❹➄❽❷➂❹➁➁❶➁❽➀❶❹➂ ➁❽❼❹➂❷➁❽❼➂➁❽➂❽❽➃❸➆➂❸❹➄❽❷➂❽❷❽➀➆ ❷❹❿❸❹ ❻❹❿❸ ❽❺❿➂ÆÌȷίÂÓ ¯˙ÂÈ ‰·¯‰ ÂÓÏÂÚ· ÌÈÒÁȉ ˙ÂίÚÓ ø‰˜ÒÓ‰ ‰Ó ➃❹❸➁❽❺❶➂❸➂❿➃❽➁❽➀❻➂➁❸➃❹❼➀❽➂❹❶➀➁❸❽❷❽❹❾➁❽❹➂➁➄❽ ➀❹❸❽➄➀➆❹❸❽❻❸❽❿❽➀❸➀➆➁❽➄❹➂❸❹❽❽❻➄➀❸❹❸❹❽❼❽➀❹➈❸❺❶➂❸ ❸❽❼❹❹❽➂❿❹➂❹➀ ❽❹❽❸❺❶➂❸❽➄❸❽➀➂➂❸❶➅➂❸➄❽❷➂❸❽➄❽❽➄❽➆ ➀➀❹❿❽❼❽➀❹➈❸❿➆➂❸❹❽❻➄❸➁❹❽❽➀➆❸➄❹➂❸❹❿➀❹❸➄❽❷➂❸➀❸➄➂❸ ➁❽❶➄➁❽➂❹❶❹❾❹➄❽❻❸❸❹❼❽❸❹❿➆➂❼➈➂❸❿➆➂❽❹❽❸❹❷❽➈❸ ❸➄❽❷➂➇➅❿❸❹❹➂➀➆➁❽❼➀❹❸➃❹❸❽➀➆➁❽➅➆❹❻❽➅➆❸❺❶➂❸❽❽➀❸ ➁❽➆❽➂❹❹➁❽❽➆➀❹➁❽➅❿➄❹❽➆❹❻➈➂➁❽❽➆➀➁❽❷❷❹➁❽➄❹➀➁❽❽➆➀ ❽➀❹❼❽❹❸➁➀❹➆❸➁❽➀❸➄➂❸➁❽➂❹❶❸➀❿❽❹❸❺❶➂❸❽➆❽❸❹❽❷❻❽❹➄❶❸ ➁❽➄❹❽➆❸ ❹❿➆➂ ➁❷❽➄ ❹➅❽➈ ➀➆ ➁❽➆❽➈➂❹ ❹ ➆❷❽➂ ➆❸ ➁❽➅❹➆ ❽❽➂❻❸❸➀❿❸❸❹❿➆➂➁❽❽➅❹➂➁❽➈❹➅➁❽❼➅❽❹❽❼➄❼➄❽❸❸❽❺❽❹❹➀❼❸❹❽❷❸ ❽➄❸➄➁❹❽❸❹➅➄➅➄❸➈❹❷➆➁➀❹➆❹❽➆❸❼➀❿➆➂❸❹❽❷❸❺❶➂❸ ❽➈❸❽❸❸➂❹❿❹➂➁➀❹➆❸❼❽❸❸➄❽❸❽➀❹❸❸❽➅➄❿❸➁❶❸❷❻❸➄❷➆➂ ➁❽➂❺❸❹❽➅➄❿❸➀❿➀➀❹❿❽❷❸❺❶➂❸➁❹❽❸❽➈❹➄➄❽❽❷❹❹➁❽❽➄❽❸❽➂❽ ❽➅❻❽ ❽➄❹❶❸❺❶➂❸❽❸❷❻❸➃❷❽➆❸➀❹❷❻❸❹❽➄❻❹❸❹➆❹➄❸❹➁❽❽❷❸ ❽➀➆➁❽❻❺➀❹❽❹➄❶❸❹➀➁➀❹➆❸❹➄❽❷➂➀❿❹➄❹❻❸➁❽➄❻➂❷❻ ❹◗❻❹❹➄❹❹❿➀➀❹❷➅❹➂❘➁❽➛➛❿➀➂ ➁❽➄➁❽➈❹➂❹➄❹➂❹➁❽❷➆❽➁❽➅❼➄❽ ❺❶➂❸ ❽➆❽❸ NGO’s (Non-Governmental-Organizations)➁❽❽➀➂➂➀➁❽➄❹❶ ➁❽❽➆➀❹➀❹➂❸❹❽❻❸❹❶➅➂➀➉❹❻➂➁❽➀➆❹➈❸➁❽➂❹❶➀❸➈➄➆ ❽➀❽➀➈❸ ➁❽➅❹➆❸ ❹❼ ❽➄❹❶ ❹➀ ➁❽❽➆➀❹ ❽➀❿➀❿ ❻❹❹ ❶❸ ➁❼➂ ➀❿ ➆➈ ❽➄❹❶ ❹➀ ➁❸❽❷➆❽❹➂❽➂➀➁❽❿➁❽➆➂❸➀❿❹❹❸❽❽➄❽➆❹➄❹➂❹❹➄❹❽➆➁❹❷❽ ❹❹❹❽❸❽❺❿➂❸➆➈❸❸➀❽❸❽➆❸❹❺❸❹➂➁➀➆❸➀❶❹❸➄➁❽➀❷❹➂❸❹ ❼➀➄➁❹❶❶➄➁❹❶❸❽❸❹❽❸➆ ❻❸❹❽❸❽➄❽➂❸❺❶➂❸➂❽➂ ❼➄❼➄❽❸ ❹❻➈❸❹ ❽❼❹➂❷❸ ➃❹❼➀❸ ❽➄❷❹➂❸ ❽❻❸ ❹❻➈❸❸ ❹➆ ➁❽❷❶❹➂❽❹❽❸❺❶➂❸❹❽❼❽➀❹➈❸❺❶➂❸❹❷➂❹➃❿❹❸❹➂➀❸➂❽❹❽➀ ➁❽➆❹➂ ➁❽❻➄❹➂ ➁❽❷❶❹➂ ❽❹❸❹ ❽➅➆❸ ❺❶➂❸ Æȯ·Ȉ‰ ≠ Ô¢‡¯‰ ¯Â˘ÒÎ ≠ È˘ÈÏ˘‰ ¯Â˘ÒÎ ➁❽❷❶❹➂ ❽❷❸ ❺❶➂❸❹ ❽➄❹❶❸ ❺❶➂❸ÆÈ˯ى ≠ È˘‰ ¯Â˘ÒÎ ÆÈ˙·„˙‰‰
❜
❜❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÈÏÚ· Ìȯ¢҉ ÔÈ· ÌÈÈ„„ˆ≠·¯ ÌÈÒÁÈ ˙ÂίÚÓ ·Â˙È· ˙˜ÒÂÚ ˙ȯ„ÂÓ‰ Ìȯ·˘Ó‰ ÏÂ‰È ˙¯Â˙ ¨ÌȷίÂÓ ÌÈÒÁÈ ˙ÂίÚÓ Ï‰ÈÏ ‰È· ‰È‡ ˙ȯÂËÒȉ‰ ‰˙ÂÎ˙Ó· ‰ÈËÓÂÏÙÈ„‰ ˙¯Â˙ ƉÚÙ˘‰‰ ➃❺➂➄❽❼❹❷❽❷➆➀➉➂➀➃❽➄➀ ‰Â˘‡¯‰ ‰Ó¯·Æ¯˙ÂÈ ˙ÈËÂÂϯ ‡ÏÏ ‰˙‡ ÍÙ‰˘ ‰Ó ❷❿➂❷➀❿❹❽❹❻➀❽➅❽➅❷❹➂➁➀❹➆➀❸➂❽❸❹❻➂ Balance of Power❹❻❹❿❸ ➁❽❺❶➂❸➂❷❻➀❿➁❹❽❸➁❹➈❸❷➆❹➂❻➁❽➂➀❸➄➆➂➄❹➄➀❞❹❸➆➀❸❽❻➂❸❻➂ ❸➂❹➆➀➆❾➂➂➂➀❸➄➂❸❻➂❸❺❶➂❸❽➄➈➀➆❹❷➂➆➂➈➀➇❹❽➄❷❹➂❸➁➀❹➆ ❸➄❽❷➂❸ ❹❼ ➄❽❼❹❷ ❽➈➀➆ ❽❷➆➀ ➀❹➆➈➀ ➃❽➄ ➀ ‰È˘‰ ‰Ó¯· ❸❼❽➀❹ ➇➅❿ ❻❹❿ ➃❺➂ ❶➅➂ ❷❻ ❽❿➂ ❽❸❹ ➀❿➀ ➀➆➂ ❸➄➄❽ ❸➄❽❷➂❸ ➁❹❽❸ ❹❹ ❻➂ Raison-d’etat ❹➂❹❸❹➁❽❷➆❽❸❶❸➁❽❿➁❽➆➂❸➀❿❽❿❸➅❽➈➉➂➀➀❹➂➀❷❹➂❽➂➀❹➆❸❹❻❹❿❸ ❸➂❹➆❹❷❻❹❶❸➄❸❹➂❹➄❹➆➁❽❽❹❹➁❽❽❹❽➁❽❽➂❹➀➄❽❹➁❽❽➂❹➀❸❽➄❹➄❶➄➂ ❸❽❼❽➀❹➈❸➄❽❼❹❷❽➈➀➆➀❹➆➈➀➃❽➄➀➃❿❹➂❿➂❸❽➂➀❿➁➆❹❷❷❹➂❸➀❸❹❸❸➄➄❽ ➀❶➄❹➛❶❸ ❹❻ ➁❽❹➆➂ ➅❻ ❽➄❻❹❿ ❹❶❸➄❸ ➀➂ ❹➄➄❽ ❽➄❷❹➂❸ ➁➀❹➆❸ RealPolitik❽➆➂❸ ❽➀❹➀❶❸➈❿❸❶➅➂❽➆➂❸➄➄❽ Isolationist ❹➄➀❷❸➄❽❼❹❷ ➁❶ ❷❶➄❿ ❹❽ ➅➈❹❼ ❹➄➄❽ ❷❹➀❸❹❽➂❽➄❷❹➂❸➁➀❹➆❸➀❸➄➂❹➀❹❷❶❸ ‰ÈËÓÂÏÙÈ„ ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±∂ ¯Âȇ ➀➀➀❿❸➂❹➂➆❽❹❸➀➀❹❿❽➀➁❷❸➀❹ Raison d'etat ➉❹❻❹➁❽➀❸➄➂❸➁❽➂➂➁➀➆❸➀➃❽➄ RealPolitik ❽➂➀❹➆❸ ❼❹❸ ➄❽❼❹❷ ˙È˘ÈÏ˘‰ ‰Ó¯· ˙ÂÏ„· Ì„Ș ÈχÂ˯È ➄❽❼❹❷❹ ❽❹➂❸❸➄❹❿➂◗➃❹➅➀❽❹➄❽❼❹❷❘ ❹❽ ❹❽❼➄❹❹➀ ➀ ➃❸ ➁❶ Containment❹➂❽❸ ¥ ≤ ➀➀➆❹❻❹❿❽➃❽❸➄➄❽➁➀❹➆❹❷❷❹➂❸❸ ˙ÂÁÂÎ ÔÊ‡Ó ¯ÂÓÈ˘ ❸❺➀❹➂❸❺➁❽❷❷❹➂➂❸➁❽➂❹❶➀❻➃❹❹❶➂➃❽ È˙ÈÓ‡ ❻ ❹❽ ➇❹❷➀ ➃❽➄ ➀ ❹❹❶❸❸ ❽❺ ± ≥ ¯Ë¢ ❸❾❿❸❿➁➀❹➆❹➄❹➅❸➇❽❸➁❽➆❹❸ ÌÏÂÚ Ì„˜ ıˆÙ ·Ï˘ ➀❹❶❸❷❽➀➆❼➀❸➀ ˙ÈÚÈ·¯‰ ‰Ó¯Ï ‚¯„˘ ¯Â·ÚÏ Ìȯ·˘Ó ωÈÏ Ô‚ÓÎ ¨‰ÈËÓÂÏÙÈ„‰ ˙¯Â˙ ÏÚ Ì‚ ø‰˜ÒÓ‰ ‰Ó ❿❹➂❸❽➄❷❹➂❸➁➀❹➆➁❽➂➁➆❷❷❹➂❸➀❸❿❹➆❸ PromotionØÌ„Ș‰ ˙ȯ˘„ ˙‡ ıӇϠ➁❽➀❹❿❽ ➁➄❽ ➉❹❻❽❷➂ ❸➄❽❷➂➀ ➁❽❽➄❹❽❻ ➁❽➅❻❽ ❹❿➆➂ ➀❹❸❽➄ ➀➆ ❸➄❹➂ ❸❹❸➂ ❸❽❼➂❹➀➈❽❷ ➁❽❺❶➂❸ ➀❿ ➀❹➂ ❼➄❹ ➀❹➆➈➀ ➁❸❽➀➆ ➃❹❼➀ ❽➂❹❶ ➃❽ ➁❽➅❻❽ ➀❹❸❽➄ ❹ ❾ ❹❽ ❹➅➆➀ ❶➅➂ ❻❸ ❹❽❸❹ ❽❷ ❽➄❹❶ ❽❹ ❽➅➆ ❽❹❽ ❽❼❽➀❹➈ ➉❹❻❹ ➁❽❼➀❹❸ ➃❹❶➀➁❽❽➄❹❽❻❸➁❽➅❻❽❸❹❿➆➂➀❹❸❽➄➀➆❸➄❹➂❸❸❷❽❻❽❿➂➂❹❹❽❸➇❶❽❼➈❸❹❼➅❸ ❹❹❽❸ ❹ ➁❹➂❽ ➁❽❹➂❸ ➁❽➀❿❸❹ ➁❽➄❹❶❹ ❹❻ ❹❹❽❸ ❽➈❶ ➃❽ ❸❸ ❹➄ ❾➈❸➀ ➁❸❽➀➆ ❸❽❼➂❹➀➈❽❷ ➁❽❻➂➂❸ ➁❽❽❹❽ ➁❽❷➂➂ ❹➄❽❷➂ ➉❹❻❽❷➂ ➃❽➀ ❽➄❷❹➂❸ ❹ ➀ ❸❽❹➄❹➆ ❽➈➀➆ ➁❽❿❹➂ ➁❽➅❻❽ ❹❿➆➂ ➀❹❸❽➄ ➁❽❻➂➂❸ ❹➄❽❷➂ ➀ ❹❹❽ ❽➈❶➀ ❽➀❹❼❽❹➁➀❹➆❹❽➆❹❸❽➄❷❹➂❸➁➀❹➆❸❸❻➄❸❸❻➁❽➂❸➀❹❸❽➄❹❹❽➄❷❹➂❸❹❹❽❸ Ô·ÂÓÎ ➃❿➁❶❶❹❷❹➆➀➁❽❽❽❻❹➀❹❿➆➂❽➀❸➄➂➀➁❽❹❽❿❸ ˙¯˜ÚÓ ÌÏÚ˙‰Ï Ô˙È ‡Ï ¨Ìȯ·˘Ó‰ ÏÂ‰È ˙¯Â˙ Ì¢ÈÈ ˙¯‚ÒÓ· ?כבד ❸❷➂❽➂➂➃❽❼❹➀❻➀❻➄❸❻➄❸❸❻❺➀ ÆÔÈÙÒ‰ ˙¯Â˙ ❸❿➀➂➁❽➅❹➆❸➀❿➀➆❸❹❽❹❽❹❹❽❸❺➃❽➈➅➀➅❻❽❽➄❹ !!!למדי ➃➀➂❽➂❹➁❽➂❹➈❸➆❽➄➂➀➁❹➃❽➈➅❽➂❸➄❻❸❹➆➀ ➁❽❿❽➁➀❹❿➀❷➀❿❹➂❿➆➃❽➈➅❽❹❹❼➃❽➈➅❽❸ ➁❹❽❿❷➂❹➆❸➄➄❽❸❷➄❶➈❹➈❸❹➃❽❼❹➀❻➀❹❸➂➀❿❸➆❷➀ ❹➀❹➂❸➅❹➂❸❹➂❹➄ ❛
❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁ ÆÂÈ˘ÎÚ „Ú Ì‰· „˘ ÌÈڄӉ ˙¯Â˙‰ ÏÎ ÂÈ„ÁÈ ˙ÂÒÎ˙Ó ˙È˯‡˙‰ ‰Ó¯· øÌÂÎÈÒ‰ ‰Ó ❹➀ ❸➄❹❸ ❸❻➄❸❸ ➀➆ ➁❽❿➅➄ ➁❽➀❹❼❽❹ ➁❽❽❿➂ ❽❷❽➀➆ ❹❽➆ ❼➀➄ ➁➀❹➆❸ ➃❽➄ ➀❹➅➈➄ ➆ ➃❽➈➅➂ ❹➆➄➂❸ ❾❹ ❹❼ ➃❽➈➅ ❹➅➆➀ ❹➂ ➁❽❿➅➄ ❹➄❽❽❻ ❽➄❹❽❻ ❷❽➈ ❽❹❹❽ ❹➄➅❽➈❹➄❹❻➂➄➄❸❾❷➁❷❹➀❽❻➂➀❿❸➃❽➄❸❷➄❶➈❹➈❹➂❽➃❽❼❹➀❻➀ ➁❽➂❹➈❸➆❽➄➂➁❽➆❽❽❽➅➂❸➁❽➀❿➁❽➂➀❹❸❽➄➀➁❽➄❹➂➁❽➀❿➁❽➂❽❽➆❷➄❽❽❸ ❹❽➁❽❽➀➃❽➄❹➄❼❽➀➀➉❹❻➂➁❽➈➂❸➁❽➂➀➁❽❺➄➁❹➂➀➁❽➆❽❽➅➂❷❶➄➂❹❷❻➂ ➉➂➄➁❽➀❿➁❹➂❸➀➁❽➀❹❿❽➁➀❹❿❹➃❹❶❹❸❻❸➄❽❷➂❹❽➄❹❶❹❿➆➂➃❽❽➄❹ ➁❶❽❼➄❹❹➀❹❹❽❸❹➃❽➄ ❸❸➂❹❷❸➀❽❺❿➂❽➄❹❽❻❽➀❿❿➁❽➂❸➀❹❸❽➄❹ ❺➀❿❹❹➄❽❷➂➀➁❶❹❻❹❹❹❼➂➀➀❹❻❹❹❹❼➂➀➁❽➄❹❶➀➁❶➁❽❽❼➈❿➁❷❽➄➀ ➁❽➀❹❿❽➁➀❹❿❸➄➅➂➀➆❽❶➄➇❹➅➀❸➄❹➄❹❶❽❸➄➂➀❹➄❹➆❸➁❹❽❽❹➆➂➂➂➀➃❽➄ ➁❸➄❹❻❸❸❹❽❶❼❼➅❸❽❻➀❹➅❽➈❸❹➆➂➁❸❽❷➆❽❹➁➄❹❺❻➁❽❶❸➀ ❹❽❻❽➀➄❽❹❿❽➅❽❽➀❹❸➉➂➄❹❹❻➄
?מלמד
‰ÈÙˆÏ ‰ˆÏÓ‰ ≠ ˜¯Ù‰ ˯Ò
13 Days Roger Donaldson, USA 2000
!מאוד
Kevin Costner
➀❾❽➀❸❸❽❹➂❹➆❹➂❸❽❽❿➁❽➂ U-2➃❹❽❽➅❹❼➂❽➂❹➀❽❜❹❼❹ ÆÌÈÓȉ ±≥ ≠ ˯ÒÏ ‰ÏÈÏÚ‰ ÌÂÎÈÒ ❹➅➄❿❹❽❹❸❷❽➂❹❷❾❹✈✈❸➁❹❷❹❻❺➂❹❷❽➂❸➀➀❹❿❽❸➄❸❽➀❿➀❸❹➂❷➀➆➁❽❽➄❽➆❶➄❽➀❿❸ ❷❹➂➆➀❹❽❷❺❻❹❸❻❽❿❹❸➀❹❻➄❽❷➄➁❽❼❽❽❹➅❸❷❶➄❸➀❹➆➈❽➄❿❹❹➀➆❸➀➁❽❷➄❹❽➆❹❽❹❽❷➄➈➃❹✈❶❽➄❸❽➆➂❹➂❽➀ ❻➂➁➆➀➂❹➄➄❽❽❷➄❽➀❺❹❻❽❽➂❸❽➀➈➀➀❽❹❸❹❷❶➄➆➄➂➈➂➀➆➉➆❽❽➂➃❹❶❼➄➈❸❹➁❹❽❸➀❹➂ ❽➅➀❼➅❤❸❹➆❹➄➂➀➃❽➄➁❸➆➄➂➄❽➀❿❽➈➄❽➄❽➆❶❹❷❷❹➂❸❸➈❹❽❽❼❽❽❹➅❷❶➄❹❶❹➆➀❸➀❹➀➆❸❽➀➈❸❹ ➁❽➂➀➃❹❿➄➀❹❸❽➄➀➆ http://us. imdb.com/title?0146309
❛
❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
xxx
‰ÈÙˆÏ ‰ˆÏÓ‰ ≠ ˜¯Ù‰ ˯Ò
Nixon Oliver Stone, USA, 1995
Anthony Hopkins
❸➂❽➀❿❸➂❽❽➅➄❹➄❹❸❿➈❹➆➀✈✈❸❽➄➃❹➅❽➄➂❷✈❽➀❹➈❽➅❸ ÆÔÂÒ˜È ≠ ˯ÒÏ ‰ÏÈÏÚ‰ ¯ÂÙÈÒ ➃❽➉➈❹❹❹➀❽➈➄➀❸➀❽❹❸❼❽❽❶❼❹❹➀❸❽➈❸➁➆➀❽❻➂❼➅❸❹❻❷❸➆❹➄➂➀❽❷❿❹❽➂➂➈❷❽❻❽❸❽❽➂❸❽➄❸ ➁❽❺❸❸❽➆❼➃❸❹❹➅❹❸➃➂❺❸❹❶➅➂➃❸➃❽❽❻❺❸❺➀❹❹➃❹➅❹➀❹❼➅➀❸➂❹❷❹❽❸➀❸❼❹➄❼➅❸➁❽➄➂❺❸ ➁❽➂➀➃❹❿➄➀➀❹❸❽➄➀➆❽➅➀❼➅❹❻➀ http://us.imdb.com/title?0113987
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‰‡È¯˜ Í˘Ó‰Ï ˙ˆÏÓ‰ ÆÌȯ·˘Ó ÏÂ‰È ˙¯Â˙· ❷❹➂❽➀❾➂❸❽➂➆❸➀❸❹❽➂➀✍ The Crisis Counselor/ Jeffery R. Caponigro/ Contemporary Books, 2000/ ❏➉➀➂❹➂❸➈➅❸ ISBN 0-8092-2490-9 Crisis Management/ Steven Fink/ Authors Guild Backprint.com Edition, 1986, 2002/ ISBN 0-595-09079-6 The Essential Guide to Managing Corporate Crises/ Ian I. Mitroff, Christine M. Pearson, L. Katharine Harrington/ Oxford University Press, 1996/ ISBN 0-19-509744-0 Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
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Æ˙‚ȉӉ ˙¯Â˙· ❷❹➂❽➀❾➂❸❽➂➆❸➀❸❹❽➂➀✍ Alexander The Great’s - Art of Strategy/ Partha Bose/ Gotham Books - Penguin, 2003/ d ISBN 1-59240-06-X Leadership/ Rudolph W. Giuliani/ Miramax Books, Hyperion, 2002/ ISBN 0-7868-6841-4 d
Æ˙ÂÈ„Ó ÔÈ· Ìȯ·˘Ó ÏÂ‰È ˙¯Â˙ ≠ ‰ÈËÓÂÏÙÈ„‰ Ú„Ó· ❷❹➂❽➀❾➂❸❽➂➆❸➀❸❹❽➂➀✍ Diplomacy/ Henry Kissenger/ Touchstone Book - Simon & Schuster, 1995/ d ISBN 0-671-51099-1
ÆÈ˙¯Â˘˜˙‰ ÔÈÙÒ‰ ˙¯˜Ú· ❷❹➂❽➀❾➂❸❽➂➆❸➀❸❹❽➂➀✍ Spin This/ Bill Press/ Pocket Books, Simon & Schuster, 2001/ ISBN 0-7434-4267-9 d
ÆÌȯ·˘Ó ÏÂ‰È ˙¯Â˙· ❷❹➂❽➀❾➂❸❽❻❸➀❸❹❽➂➀✍ ❽❽❹❶❼❻❞www.amazon.com➀➅➄❿❸➀➉➀➂❹➂❸➈❹❸➀❿➂❸❽❹❽➀ Bestselling ➃❽❽➈➂❽➈➀➆➃❽❽➂➀❸➂❽❸❞ Crisis Management❶❹❹❽➅➀❹➈❽❻❾❹➆➀➁❽➈➅
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➁❽➂➀❹❸❽➄➈ ROMMEY HASSMAN
˙„ÂÒȉ ≠ ÌȘÒÚ‰ ÌÏÂÚ· Ìȯ·˘Ó ÏÂ‰È ➀❸❽➄❽❽➈➂➄❸❹➁❽➂➀➀❿❹➂➀❹❸❽➄➀➁❽❷➂❸❽➄❸❹❶❽❸➄➂❷❹➅❽❸❹➄❹➆➃❹❻➂ ❽❶❼❼➅❸ ❽➀❿ ➂➆❸➀ ➁❽❹➆ ❹➄ ❹➄❽❷➂ ➃❽ ➁❽➂ ➆❽➄➂➀ ➆❷➂❸ ❸❽❼➂❹➀➈❽❷❸ ❹ ➁❹❻❹❿➄❹❹❿➆➄➁❽❻➂❸❹❹➈➅❸❽➆Ìȯ·˘Ó ÏÂ‰È ˙¯Â˙➁❽➅➆❸➁➀❹➆➀❽➄❷❻❸ ➀ ❸❽❹➄❹➆ ➁❽➂❽❽➂❸ ❹❷➅❹➂❸❹ ❹❻❸ ➃❸ ❼➆➂ ❹➄❹❻❸ ➁❽➄❸ ❾➀❸➂ ❹❻❹➈ ❹➂➀➃❹❿➄❽➆❹➂➁❹❽❽➀❽❷❹❹❹➂➆❸❹❷❹➂❽➀❾➂❸➀➁❹➂❽➃❽❽❷➆➃❹❿❸❹❸ ❽❷❽➀➆➂❹❽➂❽❸❹❹➀❹❶❹➄❹❻❸➁❽➄❸❻❽❸➁❽➅➆❸➁➀❹➆❹➆❸❽➆❸❻❹➈ ➁❶❹➃❹❼➄❽➀➀➂➂❽❷❽➀➆❽➅➄❽❹❹➀❸❽➄❹➂➈❹➄❽❷➂❾❹➃❹❼➀❽➄❽❽➄➆➁❽❽❼❽➀❹➈➁❽➂❹❶ ❹➀➂➂➀❹❼❸❷❶➄❸➂❻➀➂❸❹➄❽❷➂➃❽➁❽➅❻❽❹❿➆➂➀❹❸❽➄➁❽❽➄❽❷➂➁❽➂❹❶ Ìȯ·˘Ó ωȷ ÌÈÒÁÈ ˙ÂίÚÓ Æ±≥≠≥ ¯Âȇ ❸❹❸ ➀ ❽❺❿➂❸ ❸➄❹❽ ❸➂❷❹ ❽➄➈➀➆ ❽➄❷❻❸ כך-כל ?הרבה ❸➂❸ ❺❿➂ ❽❹❼➅❽❸❸ ➃❷❽➆❸❽➄❷❹➂❸➁➀❹➆❸❽➄❽❽➈➂➀ ➁❷ ❽➄ ➃❽ ❹➀ ❷❻❸ ❷❽➈ ➆❷❽➂❸ ➆❸ ❹❽❸➂➀❹ ‰˜ÈËÈÏÂÙ ❷❹➆❹➆❹➂❸❹❻➈❸➆❽❿➂ ❸❷➂❸ ❸❽❼➂❹➀➈❽❷❸ ❹ ❹❷❹➀➁❽➅❻❽❹❿➆➂➀❹❸❽➄ ❹ ➃❹❼➀ ❽➂❹❶ ➃❽ ➁❽❽❷❷ ˙¯Â˘˜˙ ➀❹❸❽➄➀ ❸➅➈❸ ➁❽➂❸ ➀❹❸❽➄ !בהחלט ➁❽❽❷❷❹➀➁❽➅❻❽❹❿➆➂ ÌȘÒÚ ➁➀❹➆❸ ➁❽➅➆❸ ➁➀❹➆ ➃❽ ❹❽❸❹ ❹❸ ❽➀❿ ❽❼❽➀❹➈❸ ¯Â·Èˆ‰ ❻❸ ‡ ·Âˉ Ì˘‰ ÏÚ ÈÏÈÏ˘ ‰ÚÙ˘‰ χȈËÂÙ ÏÚ· ¨ÔÎÂ˙Ó ‡Ï ‚ȯÁ Ú¯‡ ≠ ¯·˘Ó Ï˘ ‰¯„‚‰ ÏÚ ¨ÌȯˆÂÓ Â˜ ÏÚ ¨ÂÓÂȘ ÏÚ ÌÈÈ‡Ï ≠ ÌÏ˘ Ô‚¯‡ ÏÚ ÚÈÙ˘‰Ï ‡ „ÈÓ˘‰Ï ÏÂÎÈ ÆÔ‚¯‡‰ ˙ÂÓÈ‰Ó ¨ÌÈ„·ÂÚ ¨ÌÈίˆ Ï˘ Ì·ˆÓ· ‡ Ì˙‡ȯ·· Ú‚ÙÏ ÆÌÈÈÒÈÙ‰ ÌÈÚˆȷ· Ú‚ÙÏ Æ˙ȘÒÚ ‰„ÈÁÈ ❹❿❹ ➀➀❹❿ ➁❽➀❸➄➂❸ ❼❽➀ ❽❷❽➂ ❹❽ ❽➅❹➈❽❼ ➂ ÆÏÏη ‰·È·Ò‰Â ·È·ÒÓ ‰Ïȉ˜‰ ❹❷❷❹➂➂❷❷❹➂❸➃❹❶➀❿➀❿➂❹❽➁❹❽❸❹➃❹➀❿➀➁❽❹❸❹❸❻➀❸➀➁❽➄❽➆❶❸ ➆➀❽➃❹❶❸➁❸➀➃❽❹❸➀❿➁❹➂➆❹❻➂❽➀➁❹❽❹➆➀➂➁➆❷❷❹➂❽ ➀❽➄❼❹➈ ❽➀➆ ➁❽➆❹ ❤❸❽ ❷❽❿❹ ❽➂❹ ❤❹❽➄❽❽➈➂ ❤➂❸ ❶❹➅ ➃❸ ❹➀❸ ➀ ❹ ➂➀ ❼➈➄❸ ❽➀❿❽➂ ➂ ❹ Union Carbide❷❽❽ ➃❹❽➄❹❽ ❻ ➀ ❹❷❹❸ ➀➈❹ ➂ ❹➂❿ ➃❹➅ Managing the crisis you tried to prevent/ Norman A. Augustine/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2 The Crisis Counselor/ Jeffery R. Caponigro/ Contemporary Books, 2000/ ISBN 0-8092-2490-9 °ıÏÓÂÓ‰ ¯Â˜Ó‰
❸❽❸ ❹❷❹❸ ➀➈❹ ❽❽➂❸ ❷❽❽ ➃❹❽➄❹❽ ➁❽➀❽➂❽❿❸ ❻ ➀ ❸❷❸❸ ❽➂❹❻ ➀➆➈➂ ❜❛ ÆχÙ· ¯·˘Ó ➀➁➆❽➈➀❹ ➂❹❽➀➁❹➂➀❽❸❹❽➂❹❺➀➆➂❼➈❸❹❼➀➈➄➀❽➆❺❶❸❽❹❼➅❽❸❷❿❸❽❽❽➆❸➃❹➅➀❸ ❹➅❻➂➂➀➅➀➆➈➂❸➂➄➁❽❽❻◗❸❸➀❹❷❶❸❽❸➁❽➆❶➈➄❸➈➅➂➁❽❽➈❽➀❻❹❹➂❽➈➀➆❘❸❽❹❽ ➂❹❽ ❞❸➀❹➆➈❽➄❿❹➀➀❞❷❹❷❽❽❞❽❹❸❽❺❽➂❸➀❹❸❽➄❸➀❿❸❻❸➀❸➄❸➁❽❽❹➀❹❻❽❼❹➀❹➆➈❽➄❷➈❽❹➁❷❻❹❿ ❸❽❷➂❸❽❷❽❹❽❸➁❽❽➂➂❸➀❽❶❽❻❸❹❹❞❹➄➂❽❸➂➅❻❹❸➆❼➂➈➅➂➀➄❹❿➂❸❞❸➄➄❶➂➀❹❽➀❼➄➂❸➂❽ ➁➀❸❻❽➀❸➀❹❽❻❹❹❸❸❽❹❷❽❻❽➂❿❽➄➀❻❹❿➂➀❸➀❹➄❽❹➆❹❼➀❸❸➆❸❻❸➂❸❹➆➁❽❷❹❻❾➂ ➀❹❷➃❹❽➀❽➂ ➀➇❽❸➃❹➅❸❹➄❹➀➃❽❽❺➄❽➂❷➁➀➀❸➆➄❹❽❹❽❸❸❽➂❷ Union Carbide Corporation/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=76213/ 12.12.2003; Bhopal/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=81208/ 12.12.2003; www.bhopal.net/oldsite/backwhy.html; www.ou.edu/deptcomm/dodjcc/groups/02C2/Union%20Carbide.htm, 16.12.2003
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❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁❽❹❹❸➂❸➁❽➂❽➄❸➅➀❽➈❹❻➀❾❹➂➅➃❹❼➀➆❸➀➆ Exxon Valdez❺❷➀❹❹➃❹➅ ➂❹➆➀➃❿❸➂➀➆❸➂❶❹❷➂❹➆➀❺❹➆➀➀❸➂➁❽➅➆❸➁➀❹➆❷❹➅❽❸❹➂❶❹❷ ❸❻❽❿❹➂❽❸❾❹❹➄➂➂❸➀❻➄ Johnson & Johnson ➃❹➅➄❹➛❶❷➄➃❹➅➄❹➛❶❻ Tylenol➀❹➄➀❽❽❼ ❸❹❸❻➄➂❸❽❸❷❹➀❹❽❹❻➂❹❸❽❹❻❹➀➀❽❽➂❹❸➄❿❸❶❷ ❸➆❽❶➈❸➀❻❹❼❹➀❽➆➈❽➀❽➀➈➆➂øÌÈ‚¯‡ „„ÂÓ˙‰Ï ÌȈχ Ì˙ȇ Ìȯ·˘Ó‰ È‚ÂÒ Ì‰Ó ❹❹❽➀❿➀❿➆➂❸❻➈➂❸❾❹❹➂❽➀❽➄❽➂❹➀➀➆❸➁❽❷❹➆❽➂❹❽❹➂❽➀➁❽❹➂ ❽❺❿➂ ❻❹➀ ➃❷❹ ➁❽➆❽➂ ❽➅❻❽ ❹❽➄➂ ❸➆❽❶➈ ➄❽❹➆ ❹❼➀❸ ❹❽➈❽➀ ❻➂ ❹❽➅➄➄❽➈ ➁❽➈❹❽❺❛➁❽❽➆➂➁❽❹❽❹❽❹❿❺❸➆❽❶➈➆❷❽❽➅❿➄❸➆❽❶➈❷❶➄➄❶➈❸❹❽➁❻❸➀❽➆➂ ➁❽❿➈➁❽➀❽➆➁❽➂❹❻❹❻➁❹❸❽❺❽➄❽➆❶❸➄❽❸➈❽➉❹❽➈❹➅❸❽❶❹➀❹➄❿❼➃❹➅ ❺❻❸➁❽➂❹❶➈➁❽❹➂❷❹❽❹➀➃❹➈❽❽❼❹❷➄❹❼➃❹➈❼❸➂❷❷❽➆❸➈❹➅➆❼➃❹➅ ➀➆➈➂➁❽➂❶➈➀❹➆➈❹❽❹➆❼❹❻➂❹❿➆➂❹➅❸❸❽❶❹➀❹➄❿❼❹➆❼❹❿❽➁❽➂❶➈➁❽❹➂ ❹ ❹❿➆➂ ❸➀ ❸❻❼ ❸➆❽❶➈ כך-כל ❹➆❽ ❽❼➈➂ ➆➂ ❸➈❸ ❹➀ ?הרבה ❹❽❶❹❽❽❹➆❽❸❽➀➈❸➀➆❹➆❽❹❽❼➈➂ ❹❽❻ ➁❽➀❸➄➂ ❹❽❻ ➁❽❽➈➂ ❹➆❽ ❽➀❽➀❽❹❽❹➅❽❿❽❽➂❷➆➂➁❽❹➂ ❸➆❽❶➈❹❼❸➁❸➆❽❶➈❹❹❹➆❹➂❸❽❷➂ ❸❷❹➆➄❹❹➄❽➂❹❹❸❶❹➂ ❽❹➈❽➀❹❹➂➁❽➀❸➄➂❽➈❹➀❽❻➁❽❷❹➆❽❹❼❽➈ !בהחלט ❹ ❾❹➂➄ ➁❽❷❹➆ ➀❹➂ ❽❿ ➀❸➄➂ ➀ ❸➆❽❶➈❹➀❻➂❽❹❽➆➂➀❹➀❽➄❹❶ ❽❹➅➆❹❹➂❹❽❹➅➆❹➆❽➈❸❽➅ ❹❽❹❸ ➁➆ ❹❽➆ ❽❹❽ ➆➂ ❹➀❽❶➂❹➄➁❽❽➀➂➂❹➅➄➁❽❽❻ ➉➈➂ ➃❹❼ ➀➆ ❸➀➆ ❺❷➀❹❹ ➃❹➅ ❼➈➄❸ ❽➀❿❽➂➂ ➆❶➈➄ ❸➅➀ ➄❽❷➂ ❺❷➀❹❹ ❸❽❽➆❸ ❹❺ ÆÊ„Ï ÔÂÒ˜‡ ¯·˘Ó ➀❹❷❶❸ ❼➈➄❸ ➁❹❸❽❺ ➁❽➈❹❻ ➀ ➁❽❼➂❹➀❽ ❽➈➀ ❹➂❸❽❺❹ ➁❽➀ ❹➂❺ ❽➂➀❹❶ ❼➈➄ ➁❽➄❹➀❶ ❽➄❹❽➀❽➂ ❜❿ ❜❛❜ ➁❽➀❽❹❹ ❾❽➅➄❸ ❹❽➅ ➃❹➅❸➂ ❹➆❶➈➄ ➁❽❽❻❽➀➆ ➂ ❸➀➆➂➀ ❽❿ ➁❽❿❽➆➂ ❹➈❹❸ ➀❿ ❸❸ ➆❼❸ ➃❹➅➀ ❽❸ ✈✈❸ ❹❷➀❹ ➀❿❞❹❿❽➆❽➀❿❽➂❸❼❹❹❽➄➀❹❻❸➀❿❞❽➅➂❹➆❹❹➈❽❽➆➆➁❽❽➂❽➀❿❽➂❸❼❸❹❹❸❽➀❿❤➆❹➀ ❻➀❸➄❸➉➈➂❹❽➄❹❸❹➆➀❹❸❽➄➁❽➈❹❻❸❼➂➀❿❞❹➀❹❹❽❹➄❽➂❹➀❹❻❸➀➆❻❹❽➈➃❹➅❻ ❹➆➄ ➀ ❹❽❻➀ ❹❻❿❸ ❽➄ ➀ ❹➂➀➆❸ ➃❹ ➀ ➂❸ ➀❹❸❽➄ ❹❽➈❸ ❹❽❶❸ ➀❿ ❸➆ ➃❹➅ ❹❸❽➆➂❽➈➀❿➄➂❹❽➄❻❹❶❸➄❸❽➆❽➀➁❶➄❺➄➀❸❶❷➅❹❻❽❽➀➀❸❽➆➀➈❼➀❹❽❸➂ ➁➀❹➆ ❸➀❽❹➂❸ ❼➈➄❸ ❻➂❘ ❹ ❻➄❹ ❹❶❽❸➄➂ ➃❷❹➀ ❹❽❿➂ ❸❷❽❽➀ ➁❽➄❿ ➁❻➀ ❹❽❷❻❽ ❹➀❽❹❸ ❻❸ ❹❽❸❹ ➉➂➂❸➈❸❹❽❸❶➈➅❻➀❸❻❸➀❸➄❸❽❶❽➈❹➀❽❻➀➇❹➅➀❹❸❽❽➂❷❸➆❽❶➈➀◗❹➀❽➆➈❽➈❽❸❽❽➀➀ ➇➅❹➄➀❹❷❷❽➀❽➂ ❿❸➀➆❹➁❽❽➆➂❹❽❾➂➄➆➂➆❶➈➄❹❺❸➀➁❽❽❻❸❽➅➁❹❽➀❹➁❹❸❽❺❸❽❹❽➄➀ ➃❽❽❺➄❽➂❷➀❹❷❷❽➀❽➂➂❸➀➆➂➀➁➀➀❸❽❽❹❻ Valdez/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=76627/ 12.12.2003; Exxon Corporation/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=34065/ 12.12.2003; Prince William Sound/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=62969/ 12.12.2003; www.oilspill.state.ak.us/facts/qanda
➀➆ ❹❺❽ ➈➅➂ ➃❹➅➄❹✈❶ ❷➄ ➃❹➅➄❹✈❶ ❻ ❹➂ ➀❹➄➀❽❽❼ ❹➀❹➅➈➀ ➃❹❷❺ ❹❷❻❹❸ ❜❛ ÆÏÂÏÈÈË ¯·˘Ó ❽❸❹❽❸➂❸➀➆➈❸❻❸❸➆➈❹❸➇❽❸➀➆➆❷❽➂❸❽❸➀❹❻➂✈✈❸❸❽➄➈❸❼➈❸❹❹❼➈➄➁❽➄❸➆❷❽➄❽❸ ❸❽❶➅➃❹➈❸❹➂➀❼➀❻❹➂❸➄❶❸➆❽❷➆➁❽➈❷➂➀❸➈❹❸❽❸➀➀❸❼❽➀❻❸❹❸❽❷❽➀❹❺❽❸➀❿❺❻❸➀❸ ❺➄❸❹➂➀➁❽➄❽➂❼❽❹❹❹➈❹❹❹❽➀❹➂❸❼❷➄❼➅➀➁❽➂❽❸❹❾➈❸❸➂❹➅➈❹➀❹➁❽❹➀❽❼➂❸➀❹➂ ➀❹❸❽➄❸❻➀❸➀➁❽➂❹❶❸❸❹➀❽❹➂❹❹❸❻➄❸➂➆➀❸❽❸❹❻➄➂❿➂❸➂❸❽❸❻❸❸❻❹❹❼❽➅➄➄❽➈❸ ❸❻❽❿❹❸❸➆➈❹❸❹➄❽❸➆❽➄➂➀➀❿❸❸➆❹❸➄❿➅❸❸➆❹❽❹❻❸❸❾➀❸➂❸➈❻❹❽❸➂❸➀➆➈❸❻❸❤➂❸ ❸❻➁❽➄❿❸➀➀➂➃❹➂➀➅❽➅❸❽➁❽➄❿❸➃❹❻❼❹❼➀❸❻❹❹❼➀❽➅➄➄❽➈❺➄❶❹➈➅➀❹➄❿❹➂
www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htm, 16.12.2003
❹❽❸ ❼➄❼➄❽ ❹❽❼❽➈❸ ❹❷❹❸❸ ➀❹➂ ❸❷➀ ❸❽➅❹➂❸ ❽❽➆ ❸❷❷❹➂❸ ➁❹❽❸ ❷➆ Æ˯Ëȇ· ˙„¯Â‰‰ ¯·˘Ó ❛ ➁❽❼➅➀❹❽❼❽➈❸❹❷❹❸❸➇❽❸❷➆❹❹❽❿➆❷❹❹❽➀❹❸❸➄➀❹❷❷❽➀❽➂ ❿➀➀➀❹❿➇❽❸➇➄➆❹➅➄❿❸➃❷❹➀ ❷❶➄❹❽❼➈➂❹➆❽❹➆➂❸➆➈❹❸➁➆❷❷❹➂❸➀➁❽➄➈➀❹❸➁❽➅➄➂➃❹➀➁❽❽➀❹❷❶❸➀❽➄❼❹➈❸❾❽➀❹➃❽❽❷➆ ➀❿➀❸❹➄➂❸➂❸❿❷➆❻❸❹❽❸➁❽❺❽➄❹❶❽❼➄❽❽❾❹➁❽❼➅❸❽❷❽❹➂
Hollywood Hiest/ Ronald Grover, Heather Green/ BusineesWeek Online, July 14, 2003
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❜❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁➀❸➄➀❷❽❿➆❷➀❹➁❽➂❹❻❸➆❹➄➂➀➁❽❽❽❻➁❽➀❹❷❶❷➆ ❜➁❽➄❼➁❽❶❹➅❸➀❿➂➁❽➅➆ ❹➁❽❷❹➆➀➁❽❹❻❸❿❤➂➀❽❻➂❽➂➃❹➅❹❸❹❿➀❸➀➆➆❹➀➁❽➈➂➁❸❽➄➈➀ ❹❽➂❸➂❷❻➈❽❹➄➂❹❽➆❷❹➄➀❸➂❷❻➈➆➈❸➀➀❽❻➂➃❹❽➂❷❸❹➆❷❽➂❽➈➅➂➃❽❿ ➁❽➆➄➂➄❽➀➁➀❻❹➆❼➆➂➀➀❽❹❸➀➀❹❿❽➃❹❶❸❽❷❹➆❽➈➀➂❷❻➀❿❽➅➆➂ ➁❽➂➀❹❸❽➄➁❽➂➀❹❸❽➄❹➀❷➆❽❸❹➄➄❽❼➀❻❹➂❸➁➆❽➄➂❹❸➆❸❻❸❸➂❸➄➂➀ ❷❽❿➆❹❸❽❽➆❸❽❿➂❸➆❸❽➆❹➂❷❹➂➀➀❹❸➂❹❸➀➁❽➄❹❶❸❹➀➈❽❽❽❼➈ ➁➀➆❸➀ ➈ ❽ ❸❻ ➁❽➀❸➄➂❿ ➂ ➃❿❹➂ ❸❽❸ ❸➂❿ ❷➆ ❸❽❶❹➅ ❸➄❹➂ ❷➈❽ ➃❹❶ ➃❹❶❸❽❹❷➀❹➄❽➂❽➁❽➄❹❻➀➁❽❼❹➄❸➂➂❹❻❹❽❸❸❽❹❽❷➅❹➂➃❹➂❸❹❽❸➂ ❾❿❸❿❹➂➄❸❿❽❸➁❽❽➅➆➁❽➂❹❶➂❽➆➂❸➁➀❹➆❹❽❸❹❽➈❽➁❽➄❸❾➀❸➂❹➄➂❽❸➂❹➄➁ ➀➀➈➄➆❶➀➂➀➆➀❸➀➀❽❸❷❹➅❽❸➆❼❽❷❹❿❺❽➃❹❿➄❸➂❹➆❽➁ ❽❸❹ ➂❸ ➀❸➄ ➂❸ ÌÁÂω ˙ÓÎÁ ➅❽➅❸➃❹➆❾❹❸❻❹❹❼❷❹➂➂ Ư·˘Ó ˙ÂÈ‰Ï ÏÂÎÈ ‡Ï ‡·‰ Ú·˘·¢ ¢°‡ÏÓ ¯·Î ÈÏ˘ Ê¢Âω ➂❸➂➙➁❽➂➀❹❸❽➄ Henry Kissinger, Secretary of State/ USA ➙❏❸➂❸❹➂❹ ÂÓ˘· ‰ÚÈ‚Ù ˜Ê ÌÈÓˆÓˆÓ ¨¯·˘Ó ÏÚ ÌÈËÏ˙˘Ó „ˆÈÎ ‰ÁÓ‰ ‰Èˆ˜ÂÙ‰ øÌȯ·˘Ó ÏÂ‰È Â‰Ó ❤➀➀❹❿➆❿➂❸➆➈❸➀➛➛❿➄➂➀➀❹❸❽➄❸❽➂❹❻➂ Æ·ˆÓ‰Ó ˙¯˙È ˙Ùȯ‚ ÍÂ˙ ¨Ô‚¯‡‰ Ï˘ ·Âˉ ➆❹➄➂➀ ❞➂❸ ❹❻❸ ˙ÚÈÓ ❽➄ ❽❿➂ ➃❹❶❸ ˙¢ÏÂÁ ❿➆❸❹ ❹❽ ➃❹ ❽❿➂ ❽➆❽❽❿➂➂❸➀❹❸❽➄➀ÔÂÎ˙❽❽➀❽❿➂❸❼❽➀➀➀➂➀➉➈❸➀❹➀❹❻❸➂ ➁❽➆❸➀❸➀❹➀➆❸❽❷➂➀❸❹❶❹❹➂➆➂➀❸❹❶➀❽➂➁❽❽➈❽➄➆➄➂❸ÏÂ‰È Ìȯ·˘Ó ωȷ ÌÈ·ÈÎ¯Ó Æ±≥≠¥ ¯Âȇ ¯·˘Ó‰ ÏÂ‰È Æ Æ Æ ˙‡¯˜Ï ÔÂÎ˙ ˙¢ÏÂÁ ¯Â˙ȇ ‰ÚÈÓ
➀❻❽➀➂❞ ‰¯‰Ê‡ ÈÓÈÒÏ➀➂❹➃❹➀➁❽➀➈➅➂➀➀❻➂➆❹❸➇❽❸ ❽➄➀➀➀❹❿➂➀❾➈❸➀❸❽➆❸➂❹➆➄❹➂❸❹❷➄❸❹➂❸❸❸❹➆❹❸❸❺❸❽➄➂❽➅ ❸➄❹➂➇➅❹➄❺➄❸➂❿➃❹❶➀❺➄➁❶❽❸➂➀❿❞❹❺❻➀❸❷❹➄➉❹➈➂➂❽➂‰¯Î‰ ❹❻❹➀❸➁❽❷❹➆❸➁➆ ˙¯Â˘˜˙❽➆❽➀➆❹❸➀➆ ˙ÂËÏ˙˘‰❽❽➀➀➀❹❸❽➄❸➀❹❿❽ ➁❽❼➅❽➀➄❹❽➄➂❽➀➆➁❽➀❸➄➂➆❹➂❽❻➁❸❽❹❻➈➂❽➄❹➂❸➂➁❽➆❶➈➄➁❽➀❽➄❼❹➈➁❽➄❿ ❽❷❽➈❹❻❹➃❹❼➀❽➂❹❶➁❽❷❹➆❹❻➈➂➁❽❷❹➆❽➄❹❶❻❹❼❽❹❻➁❽➄❽❽❿❺➁❽❽➈➂➁❽➈➅ ❸❽❽❹❽❸➀❹❸➀➆❸❽❷➂❸❹❸❽➅❸❽❹❷❽➄❸➀❽❸❽❶❽❸➄➂➁❽❽❼❽➀❹➈❹➀➂➂ ❹➆❼❽➆➁❞❻❹❹❼❹❿❹❹❽➆➀➀❽❹❸❽❹➈❸❸➂➀➃❹➀❿❞❸➄❽➂❹❸➄❹❶❸❸❻❹➈ ❹➄➂❷❺❸➀➂❸❿❽➈❸❹ÌÈÁ¯➈❸Ô¯˙Ù❽❽➂❻➀❸❽➆❸➃❹❽➀➀➆➈❹❽❷❽❽➂❸❷❹ ❹❹➄❽➂❹❹❼❸❹➂❹➂❽❹➆➂➃❹❶❸ÔÂÒÈÁ ❽➆❽➀➃❹❶❸❷❹➈ ˙ίډ❽➀ Danger Zone - When bad things happen to good entrepreneurs: what every small-business owner needs to know ❜ about crisis management/ Brian Rubbery/ Entrepreneur Magazine, Nov 1998; The small business owner’s guide to a good night’s sleep - Contemplating the unthinkable/ Debra Traverso/ Management, Oct 3, 2001; Damage control: The crash course how to handle public relations in the event of a crisis/ L. Pearl, S. Thakrar/ Fortune Small Business, June 8, 2003 Crisis Management/ Steven Fink/ Authors Guild Backprint.com Edition, 1986, 2002/ ISBN 0-595-09079-6 Leadership when there is no one to ask - Interview with ENI’s Franco Bernabe/ Linda Hill, Suzy Wetlaufer/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❷❹❿❹➃❹➂❽❽➄❸➄❸❾❹❸➀❿➀❷❹➆❻❽➀➂➅➆❞➂❸❽➄➈➀❹❻❸❽❿➂❸➅➈➄❸ ❻❹❹❼❽❿❹➁❽➂➁❽❷❹❻❸➄❹➂➆❹➂➂➁❽❿➂➄➁❽➀❸➀❿❺➄❸➂❹➆➁❹➂➀➆❽❽➅➂ ➇➄➆❸➀❹❻➀➆➁❽➆❽➂❸❽➄➈➁❽❹❽➁❷❽❽❻➁❽➀❹➆❼➆➂❿➁❷❽❽❻➃❷❹➀➁❽❽➂❸❹➀❿ ❞❽❽➂➆❹➆➁❽❹➂❽➀❹➁❽➀❽➆❽➀❿❹➂➄➁❽➂➀❹➆➈❽➀❸❹➄❹❸❽❷➂➀➁❽➈❻➄❹❹ ➃❸➂➆❹➄➂➀❹➃❹❶❹❹➆➂❸❹❽➆➀❸➄➀❹❻❽❷❽➂❹❻➈❹➁❽❼➈❽❷❽➂❹❽➁❸❽❹ ➁❽❷➂❸➀➂➀➈❼➀➀❹❽❾❽➈❸❽➀❺➄➀❹➂❹❶❸➃❹➅❹❸❹❽❹❼❽➅➀➉➈❸➀ ❻ ❽❿ ➀❸➄➂ ❸➄❹➂❽❹ ➂❸ ➀❹❸❽➄➀ ❽❻ ❸❽❸❽ ➃❹❶❸ ➀➛➛❿➄➂ ➉➀➂❹➂ ➉➈❸ ❻ ➀❹ ➈❼❹❸❹➀❽➆➈➀❽❻❿
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Ìȯ·˘Ó ωȷ ÌÈ·Ï˘ Ʊ≥≠µ ¯Âȇ ÈÓÈÒ ˙ÂËÏ˙˘‰ ‰¯Î‰ ‰¯‰Ê‡
➃❷❹➃❹❶❸❽➂❷❸❸➆❽❶➈ ø˙‡ÈΠωÂÓ Âȇ˘ ¯·˘Ó Ï˘ ˙Âȯ˘Ù‡‰ ˙‡ˆÂ˙‰ Ô‰Ó ❹❹❸ ➁❽❻❹❹ ❸❷❽❽ ❹❿❹➂➄ ❹❽❿➂ ➁❽❷❹➆ ❹➄➂➄ ➃❷❹ ❷➆❽❸ ❽➀❸ ❷➂ ➃❹❻❼❹ ➃❹➂ ➁❹➅➈❹❽❽➅❻❽➁❽➂➀❹❸❽➄❽➆❹❽➃❹➂❽➂❹❽❼➈➂❹❹❸❹➅➄➁❽❺➄➃❹➂❽➂➀❹❷➄ ➁❽❽➈➂ ❹❽➀➆ ➁❽➀❿➂➁❽❷➂ ➂ ➁❽❹➅➆ ➁❽❷❹➆ ❹➈ ❸❷❽❽ ❸➅❸ ➂❹❻ ❷❹➂➂ ➆❽➈➂❸➂➀➃❹➈➃➂❶❹➂❹➅❽➆➁❸❸❷❶❸❻➉➂➂➆❽❸➀➃❹➅❹❻❹➆❹➂ ❹❽❹➂❽❺❿➂❽❹➄❽❸❽❿❸❸➀❸➄❸➁❽➈❹➀❽❻❷❹❽➂❽❽➆❼❸➈❼❹❸❽➅➆❸❹➀❽➆➈➀ ❷❽❶❸➁❽❹➄❽❹❻➀➈➀➆❹❽❹❹❶❹➂➂❸❽❹❹❽❸❹➀❽➆➈➁❽❽❹➄❽❹❽❹➀➆➈➅❹ ❹❼❸❹➂❸❸➆❽❶➈➆➃❹❶➀❸❷❻❽➂❷❽❽➄ ➅➈➄ ❶❹➂❸➈❽❻➃❹❸ Æ˙¯˙È ¯ÙÒÓÓ ‰‰È Ô‚¯‡‰ ˙ÂÏÈÚÈ·Â ‰ÓÎÁ· ω ¯·˘Ó˘Î ❽➄❸ ➛➛❹➀❽➆❽❾❿➀❿➂❹➀➈❽❼➁❸❷❹❿❸➀❿✈✈❝❹➂❽➁❽➄❞➁❹❶❿➀❹❹❽➅➄❸➃❹❿ ➂ ❾➀❸➂ ➁❹❷➈ ➅❽➅ ➀➆ ➁❽❹❽❶➀ ❾➈❸➀ ➁❽➀❹❿❽ ➁❽➀❸➄➂ ❹❶❽❸➄➂ ❻❽❿❹❸➀ ❹➄➂❷❺❸ ➃❹❻❼ ➁❽➄❽❶➈➂ ❽❷❽❽➂ ❸❽➆❸ ❹➈➀ ❽❽➂ ❹❽❹❻➂ ➁❽❻❽❿❹➂ ❹❽❸➂ ➆❹ ➁❽➀➈❼➂ ❸❶❸➄❸❸➁❽❷❹❹➂➁❽❷❽❽➂➁❽❽❹➄❽➁❽➆➂❹➆❶➈➄➁❽➄➀❸➄❿❸❶❷➁❽➆❽➂❽➄❻➀❶❹➂ ➁➀❹❿ ➁➆ ❸❻➀❸ ➀ ❸➂ ❼❽❷ ➁❽➀❻➂❹ ❹❽❻ ➁➂➆ ➀➆ ➁❽❻❹➀ ➀❹❿➀ ❸➈❹❻ ➂❸➀➆➁❽❹❽❽➄➃❹❶➁❽❽❹➀❸➁❽➂❹❶❸➁➆ ❹❽➁❽❻➀❹➂➁❽➅❻❽❽❽➀❸ ❸➄❿❸❹❸❹➆❽❸❹❹❽❻❿❷❹❿➁❸❽➀❹➅❻❽❽❸❹❻❸❺❸➂➀❹➁❸➂➁❽➈➂❸➂➁❸➀❹➂ ➂❸➂➁❽➆❹➄➁❽❷➄➁❽❽❹➄❽➆❹❽❽➆❽❸❻➂❸➀➆➃➂❺❸➀❿➁❹❹➄❿❷❽➆➆❹❽➅❸➀➆ ➃❹❶❸➁❽❺❻➂❹ The Essential Guide to Managing Corporate Crises/ Ian I. Mitroff, Christine M. Pearson, L. Katharine Harrington/ Oxford University Press, 1996/ ISBN 0-19-509744-0
❸❽➄➈➀ ➅➄❿❸➀➂ ➆➄➂❸ ❹❽ ➆❹❶➀ ➁❶ ➃➄❿❹ ❹❽ ❹❼➀ ❸❹❹ ❸❻➀❸➀ ➃➄❿ Ư·˘Ó ˙Ú· ‚ȉÓÏ ‰˘Ú˙ ÔÎ ˙ÓÈ˘¯ ❸❽➆➀➈❼➀❹❽➁❽❹❼❸➁❽➄❸❸➄➂❽➄❿❹➀❷➂❽❸❹❾❹❶➃➄❿➁❽❽➈❹➄❹➈❹❽➀❹❻❹➂❹➆❽➅❾❹➆ ➀ Ɖ˘Ú˙ χ ˙ÓÈ˘¯❾➀❽➂❷❹➂➆❹❹➄❹➈❹❹❹❻❽❼❶➄❹➄❻➄❸❹❻❽➂➆➃❹❻❼➃❸❾❽➁❸❺➆ ❸➅➄➀❹❽➀➂➃❹➂❸❽❻❿➀❸❽➆❸➂➁➀➆➀❽❶❹❽➀❼➄➂❽➅❽➈❻➀➁❹➂➈➀➅ ❹❹➀➀❿➄❸❿❷➆❽➆❸➂❹➆➀❾❽➂➀❹❹➃➂❻➂➀➁❽❻➁❽❸➀➂➆➄➂❸❽➆❸❽➅❸➀ ➃❹❻➄➀➁❹➂➃❽➆➄❿➄➆❶ What will you do if the worst case scenario really happens?/ Robert D. Ramsey/ Supervision, June 2002, vol 63, iss 6, pg 6
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÁÂω ˙ÓÎÁ ˙¯·Á˘ ˙ÂÈÊίӉ ˙ÂÈÂÚˉ Ô‰Ó
➅❹❻ øÌȯ·˘Ó ÏÂ‰È ˙Ú· ˙¢ÂÚ ❸❸❺❽➄➂❽➅➀❹➅❻❽❽❸❽❸➄❿❸ Boy Scouts of America ➀❿ ❽❷❽➂ ❽❼❽ ❹❼➀❻❸ ➀ ❹➀❽➆➈ ➁❽❹➅❸ ➁❽➈❷ ➂ ❸➈❸➀ ➆❷❽➂❹ ➂❹❻ ➄❿❸ ❽ ❷➆❽❸ ❽➀❸ ➀❿ ➁➆ ❹ ❹❽➄➈❺❻❸❽➁❽❽❿❸➁❽➀❸➄➂❸❹➄❹➂➁❽❽❻❹❹➁❽❹❽➁❽❹➂➀➅❸❽❹❼➅❽❸❸❻❸ ➂❸➆❸➀➀❽❹❸➀➁❽➀❹➀➆❸❿➆❸❹❷❹❿❹❽➄➀❹➅❻❽❽❸➅❹❻❞❸❽❷➂➀❹❽➄❹➈➀❼ ❞❸❽❷➂❸ ❹➀➀ ➛➛❸❹❶ ➃❽✈✈ ❽❸➀❹ ➀ ➀ ➂❸ ➂➀ ➀ ➀➀❹ ❾❽➀❹❸➀ ➀ ➁❽➈❹❼➈❼➁❹❺➀❹➆❸❹❷❻➀➁❽➄❹➄❹❽❻➂➆➄➂❹❸❽➆➀➆❷❹➂➀➂❻➂❿➁❹❹❽➀ ➃❽➂❸➀➁❽➀➀➂➁❽➅➂➀➀❽❶❿➁❽➅➆➀➁❽❺❹❻❹❷❻❸➀➆➁❽➆❽❷❹➂❽❻➃➂❺❾❹➀ ➆❷❽➂➇❹➅➀➀➁❽➄❹❿➄➀❸➁❽➄➀❽❸➀❽➂❽➄➈❹❽❷❹➅➃❿❽❸❽➂❽➄➈❹❽❷❹➅❹ ➈➀❹❹❽❹➆❸❹➄❹❽➆❹❽➄➈➀➀➁❽❹➆➁❽❸➀➀❞❹❽❸➂❹➀❹❹❹❶ ❹➈➅➁❽❽❹➁❽❶➈➂❷❻➀➆❷❻❹❽❶➈❹➆➂➆❷❽➂❸➇❹➅➀➃❽➄❹➀➀❹➀➁❸➀ ➁❽❷➄➁❽❽❹➄❽➆➀❹➄❹❿➄➅❹❻❻➂❹➀❹❽➄❹❼➀❹❷❹➆❸❽➁➄❽❻➃❹➈➀❼❽❹❹ ➅➆❸❷❹➈❽➃❿➂➁❽❹❻ ❛❜N Fortune 500❸❹❻❽➀❸➄➂❾➆➄➅❽➈➀➆ ❼❽❸❷❷❹➂❸➀❹➀❿❹❽➁❸❹❻ ❜N❺❹➂➀➁❽➂➀❹❸❽➄➀❽➄❿❹➁❸➀➃❽❹❷❹❸N ➁❽❻➂❹➂❽➄❹❽❻➁❹❶➂❸❺➆➀➀❹➄➈❽ N◗❹❽➀➀➁➀❹➆➁❽❽❻❼➀❻❸❘➂➁➆ ❹❽❽➅❻❽❹➆❸❽➆❹❽➃❽❷❽❿❹➆➁❽➂➀❹❸❽➄➀ ➀❿➀ ➁❽➀❸➄➂❸➆❹➂❹❽❹❽❸➀❽❽❻❹❷❸ ÆÌȯ·˘Ó ÏÂ‰È ÏÚ ÂˆÂÙ˘ ˙„‚‡ ¯ÙÒÓ ❸❽❷➂❸➃❽➂❸❹❿➂➅❷➀➀❶❹➅➂❸❹❷➇❽❷➆❞❹❷❸❷❽➈➀➁❽➂❽➂❹❽❹➀➛➛❿➄➂ ➁❻➀➆➅➈➄❸➁❹❽❸❹❼❸➄❹❿➂❸❻❸❶❽❽➀➀❶❹➅➂❹❹➀➀➆❽❸➀➆❷❹❽ ❹❻ ❞➁➅➈❸➀ ➆❹❸➂ ➆❹➄➂➀ ➂ ➃➂❺ ❽❹❿❽➅ ➃❽ ➃❹❽➆➀ ➆❽❶❸➀ ❹➈❽➅❸➂ ➆❹➄➂➀ ❸➅➄ ❸❽❸ ➀ ➃❹➅❽➄ ➀ ➆➈❸ ➂❸ ❹➀❸❽➄ ❷❽❿ ➀ ❽➄❹❸ ❹➆❼❸ ➀➆ ➀ ❹➀ ❹➄❻➄ ❹❽❶ ➀➆ ❹➀❽➈ ❹❽❹➆❼ ➀➆ ❻➀❹➅ ❹❽❸ ❞➆❹❸ ❻❽❽❼➀ ➃❹❽➅➄❸ ➀ ❼❽❽❶❼❹❹➀ ❸❽➈❸ ➆❶➈➄ ❽➂ ➀❿➀ ❶❹❷❹ ➃❸❽➀➆ ❹❺❻➀ ➀ ❽❽❻➂ ➃❸➂ ❷➂❹➀ ➃❸ ❸❷❹➂ ❸❻❸ ➁ ❹❽❹❸➂ ➀❿➁➆❽❽➅❶❽❷❽➂❹❽❹❽❸➀❷❸❺❿➃❽❹➈❽➅❸➀➆❼❹➀➀➄➂➀➆➂➃➂❺❸❽➆➂➂ ➀➇❽❷➆➁❽❽➆➀❞❹❽❸➆❷❹➀❷❹❻❹➈❽➅➀❿➀❽❹❸➆❸ ❹➀❽➆➈❸➀➆➁❽❽➂➃❽❷❽❿❹➆❹➀❶❽➂❸❸➃➀➀➀❹➆❹❹❶➀❹➈❽➅➀ ❝➃❽❷❽❿❹➆➀❸❽❻❸❹➄❹➆➁❽❽➆➀➁❽❽➄❹❽❻❷❽➂➀❽❹❸ ➙➃❹❶❸➀❻❹❹❼❸❽❿❹➁❽➅❼➄❽❸➀➆➃❶❸❹❹❷❹➆❸➀❿➇❹➅➙ ➁❽❿❽ ❹ ❽❻➂❹➂ ❸❽❽ ❽❹ ❸❽❶❼❼➅➀ ➁❽➂❽➂ ➃❿ ❹ ❾ ❹➄➄❽ ➂ ➁❽❽❹ ➁❽➆❹ ➁❸❹ ❻➂ ➁❽➂ ➀❸➄➀ ➁❽❿❸➀❿➃❽➃❺➀➆❷❹❽❸➁❷❽❻❿❸➄➂❽➁❿❻➃❹❶❞❽❹➆❹ ø˙ÂÏÈÚÈ· ω ¯·˘Ó˘ ÔÁ·‡Ï Ô˙È „ˆÈÎ ÆÈ˙„˜ Ú¯‡ ‡Ï ÍÈω˙ Âȉ ¯·˘Ó Ï˘ ÏÈÚÈ ÏÂ‰È ❷➆❽❸ ❽➀❸ ➇➅❹➄ ❽❹ ❽❹➅❽❿ ➀➂ ❹➄➄❽ ➂❸ ➁❽➂❽ ❸➂❿ ❻ ➂➀➆➄❹ ❿➀❹❸ ❸❽➆❸ ❸❽❸❽➂❿➁❹❸➆❹❷❸❸❼❽➀➂➄➂❸➁❹❸❹❽❸❻❸➃❹❶➁❽❿➂❹ ❼❽❸ ❻❸➀ ❻❽➀❸ ❞❸❹❼ ❹❽❷ ➀❹❿❽ ❞➂ ➁❽➄❿❹➂ ➁❽➅➂ ❹❷❽➈➀ ❿❹➂ ❸❽❸❹ ➃❿❹➂ ❾❹ ❹❿➂➅ ❷➂➆ ❞❹➀ ➀❹❼➀❽❼➀ ➃❽➄ ➀ ❞➇❹❶ ➈❹ ❸❽➄❹❼ ➃❽➆ ❹➆➂ ➁❽➄➀ ❹❼❸➁❸❺➄➀❿➀➀❽❶❸➂➀➁❽❺❹❻❸❻❸➀❸❹➈❸❹➁❽❻❹❹❸❹❽❿➂❸❸❻❸ ➁❽➆❶➈➄➀❸❻❸➀❹➄❽➂❸❹ ßß°ÔÎÂÓ ‰È‰ßß
Marketing Blunders/ Christopher Lochhead/ www.marketingpower.com/live/content_ID=16880, 4.6.2003 Myths of Crisis Management/ Wayne L. Pines/ Public Relations Quarterly, Fall 2000, vol 45, iss 3, pg 15
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
Ô‚¯‡‰ ˙¢ÏÂÁ ˙ίډ ¯Â˙ȇ ≠ Ìȯ·˘Ó ωȷ Ô¢‡¯ ·ÈÎ¯Ó ÔÂÁ·Ï ‡Â‰ ˙¢ÚÏ Ô‚¯‡ ÏÚ˘ Ô¢‡¯‰ ¯·„‰➂➀➁❽➂❽❷➂❸➁❽➀ ❽➂❹❽➂❹❽ ❹➀❽➆➈➂ ❸❹❿ ❹➀ ➁❽➆❹➄ ➁❽➂ øÚÈ‚Ù ‡Â‰ ‰ÓÎ „Ú ❸ ❸❻ ❸❹ ❽➂ ➀❿➂ ❹ ❹❿➂➂ ➀❹❸❽➄ ❹❽❹➆❼➂ ➁❽❽➆➀ ❽❷❹➈ ➀❿ ❹➆❹ ➀❶❹➂ ➆❹❸ ❸➀❻❸ ❽❿ ➃❿❽ ❽➀ ➃❹ ➁❽➄❽➄➁➄❽➁❽➂❸➂➀❻❽❹➆➂➂❺➄❽➂❸❽❺❿➂➂➀❾➈❹❸ ❻➈❷➂❹➆❸➀➆➁❽➆❽➂❸➃➂❽➅❹➆❹➁❷❹➁❽➂❸❹➀❽❹❺❽❻➀ „ÁÂÈÓ· ÌÈÚÈ‚Ù ÌÈ‚¯‡ Âχ➁❽➂➃❹❹❶➂➀➁❽➄➄❹❿➂➁❽❻❽➀➂➁❽➄❹❶ ❹❽➆ ➁➆ ➁❽➅➆ ❸➈❽➂ ❸➄❽ ➁➆ ➁❽➈➄➆ ➁❽➀➆❹➈❸ ➂ ❸➄❹❻➀ ❹➆ ➁❽➅➆ ø¯·˘ÓÏ ❻➄➁➆➁❽➅➆❹❽❹❽❹❻➙➀➆❽❿❹❿➙➁❽➀➛➛❿➄➂❹❽❹❹❻❿❹➄❹➀➆❹❻❹❽➅➄➄❽➈ ❹❻❻❼❽➅❽➈➂❹➂➂❸➄➄❽❸➀❸➄❸➁➆➁❽➅➆➇➄➆❸➀❽❹➂❸❸❽❽➀❽❹❸➂❹ ❸❿❸❹➃❹❽➅➄❽➅❻➀➀❿❾❷➁❸➁❽❷❹➆❸➁❶❹❽➅➆➂❸➁❶❤❸❽➅❸❘❹➂❺❽❽➅➆❹❸❽❸➂❸❻❽➂ ❻➂➁❽❽❹❹➁❽❽➂❽➄➈➁❽➅❻❽➁❽➄❽❽➈➂❸➁❽➅➆◗➁❽❷➄ ❾❽➆❸➀➄➂➀➆❹❽❶❹➀❹➄❿❼❹➁❽➄❹❶➁❽➄➃❽➁❽❹❽❻❹➀➆❽➆➁❽❻➂➁❽➂ ❹➀❶❽➂➁❽❽❶❹➀❹➄❿❼➁❽➂❹❶➀➁❽❽❹➄➁❽➂❹❶➃❽❸❽❼❼➄❽➃❹❻➀❽➂❹➄❿❽❸➂ ❹❿➂➅❸➆❽❶➈❽❽❽➄❹❶ ÆÌȯ·˘ÓÏ ÌÈӯ‚❻➂❽➂➁❸❽❹❹❶➀➆❹➆❽➈➂➁❷❸❽➄ ❽➀❹➆➈❻❹❹❽❷❹❿➆➂❸➀➀❹➂❶❹❿➆➂❸➀❸❼❽➀❹❿➆➂❸➆❽❶➈❹❸➆❽❶➈ ➀❹❸❽➄ ❽❹❽➀ ❽❹➀ ❸➄❹❿➂➁❷ ❹❽❻ ❽❹➀ ❸➄❹❿➂➁❷ ➃❹➄❿ ❸❽❹➀ ❸❹❺❻ ➀❹➆➈ ❹❽❹➆❼ ➀❹➆➈❽➄❸❽❹➀❸❺❻➃❹➄❿❹❽❹➆❼❷❹❽❸➀❽❶ ❸❽❶❹➀❹➄❿❼❸❽❹➀❸❿❸❸❹❿➆➂ ➀❹❸❽➄❸➄❹➂➀❿➀➈❼➀➀❹❿❽❸➄❹➂ ❽➄❹❶❹❽❽❽➆❽➀❹➆➈❸❽❹❼➅❽❸➁❽❽❹➀ ➁➂❹❽❹➁❽➂❹❽❸➂❹➆❻❿❸➆❽❶➈❽➀➃❹❶❸❸➄❹➂➇➅❿❸❸❹❹❹➄➄❽➁❽➂ ❸ ➆❹❸ ❽➄➈➀ ❹➀❹❻ ❸❿❸ ➃❽❸➀ ➃❹➀ ø˙¢ÏÂÁ ¯Â˙È‡Ï ˙ˆÏÓÂÓ‰ ͯ„‰ È‰Ó ❸➂➃❹❻➀❹❽➂❹❽➂❹❽❸❸❷❹➆❸➂➄❸➀❽➄➀❷❽➆➃❸❽❹❹➁➆❷❷❹➂❸➀➂❹❿❹❻➈ ➁❽❷❹➆❸➀❹➀❤❸❼❽❸➀❽❹❸➀❹➀❹➀➆❹➀❹❻❸❸➂➀❾❽➆❸➀➃❹❶❹❽❹❼❹➆➀➃❽➄ ❹❽❷❹➆ ➀➆ ❹❽❹➂ ➀➆ ➃❹❶❸ ➀➆ ➁❽➂❹ ➁❸ ❸➂ ❹❻❹➀➀ ❹➄➈➀ ➃❿➂ ❻➀ ➁❽❹❻ ➁❸ ❸➂ ❹❹❹❸➀❹ ➅➆❸ ❽➆❹❽ ➁❽❶❷➂❸ ➁❽❽➈➄➆ ➁❽➄❽❽➈➂ ➂❽ ➃❽❿❸➀ ❹➈❽➀ ❹➄❹❽➆ ➀❹ ➃❹❶❹➀❹❻➅❸➄➀❻❾❹➆➀➉➀➂❹➂➀❹❿➃❹❶❸➁❸➁❽➂❹❻➀❸❼➂❹❽❻➂➀ ➁❽➂❹❶❹➁❽➈➅❸➁❽❷❹➆❸❷❷❹➆➀❽❾❿➀➆➂❷➆❽❸❽➀❸❻➀➈➀❽➅❸❶➅➂ ❹➄➀❽❹➃➂❺❾❹➀❻❼➁❽➈➁❸❿➁❽❽➈❸❸❺❽➄➂❽➅➀➆❸➀❸➄❸❸➃❿❷➆➀➁❽➈➅❹➄ ❹❽➅➆❹❷❽❻❽➀❹➀❹❻➃➀➁❽❷❹➆❷❷❹➆➂❸❽➄❹❶❹ ❻➈❸➀❹➀❹➀❹❻➂➆❹➄➂➀❸❼➂➁❼❽➀➁❹❻❹❽❹➂❸ ø˙¢ÚÏ Íȯˆ ‰Ó ˙¢ÏÂÁ ÌÈÏ‚Ó Ì‡➁❽❽❹❽➀➁❽➂❽❷❽➀ ➀❽➄❼❹➈❾❽➆❸➀➁❷❹➂❸❸❺➃➂❽➅➀❿❸❽➆❸➀➅❻❽❽❸➀ ➆❶➈❸➀ ➁❽➀❹➀➆❸ ➁❽➀❸❸ ➁❸❽➂❹ ❽❺❿➂ ➂➀ ❾➈❸➀ ❸➀❹❻❸ ❾❽➆❸➀➉➈❸➀➂➂➆❹➄➂➀❸❼➂❼❹➄➀❽➁❽❷➆➃❹❻➀ ❻➀➇❹➅➀❹❹❽➆❹❶❸➁➀❹➆➂➂❸❹❿➁❶❽❺➄➇❽❸ ➁➂➀ ❹❻➈➀ ❸➀➅❻➀ ➀ ➁❹ ❸❽➆ ➀➈❼➀ ❷➄❸ ➃➂❺❸ ➁❹➂❽➄❽➂➀❸❽❹❿➀❸
˙¢ÏÂÁ ¯Â˙ȇ
Lincoln Electric’s harsh lessons from international expansion/ Donald F. Hastings/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
¯·˘Ó ˙ˆ¯Ù˙‰ ˙ÚÈÓ ≠ È˘ ·ÈÎ¯Ó ➃❹➀❺❻➅❽➅❽❽➄❹➆➂øÔ‚¯‡· ˙ÂÈÚ· ˙¯¯ÂÚ˙‰ ÌÈÚÂÓ „ˆÈÎ ❸➀❸➄❸➀ ➁❽❷❹➆❸ ➃❽ ❽❷❷❹❷ ❹ ❻❹❽➈ ❷➆❽❸ ❽➀❸ ➀❿ ❷➂ ❹❼ ❽❹➄ ❷❽➆➀ ➃❹➄❿ ➃❹❶❸ ➀ ❸❹➈❸ ❹❿❽➀ ❹❼ ➁ ❽❽ ❸❽❿❸ ❸➄ ❻❹❹❼❿❹❹ ❻❹❹❼ ❽➅➆ ❽➄❿❹ ❹❽❶ ❸❽❶❼❼➅❹ ❸❹❽ ❽➄❿❹ ❽❽➄ ❸➄ ➁➆➈ ❹➀❹❻ ❻❹❽➄ ❿❽➆ ❸➂❽❷ ➁❽➄ ➂❻❹ ❹➀ ➀❹➆➈➀❹ ❸➄❸➀ ➁❽➀ ➀❹❸❽➄❹ ❹❽➄❽❷➂ ❽➈➅ ❽❿ ➁❽➂ ➀❹❸❽➄➀ ❸➈❽➂ ❽➆❹❽➃❹❻❽❹➃❽❷❽❿❹➆➀❹➆➉❹➂❽❸➈❽➂➁❽❷❹➆❿❸❹❸❼❽➀ ❸❿➆❸➀➁❽❽❹➁❹➅➈❹❹❽❽❻➂❹➂❹❽❽➅❻❽❽❻➂❹➂➅➂ ➀➀❹➆➀❹❽➆➀➈➂❹➄➄❽❸❾➆➂➁❹❽øÌȯ·˘Ó ˙¢Á¯˙‰ ˙ÂÚÂÓ‰ ˙ÂÏÂÚÙ‰ Ô‰Ó ❹❼➃❹❶➂❼❽❸➀❸❹➄➂❸➅➆❾➂❹❹➃➂➄➃❹❶❷❷❹➆➂❸❹❹➀❽➀❹❸❽➄❹❹➅❻❽❽❸ ❸➂❸❽➄❹❶❹➆➂❼❸➁❽➁❽➂➀➃❿❽➈❸❹❹❽➆❹➈❸➆❹➄➂➀➁❽➆❽❽➅➂❸❸❿❽➂❹ ➆❽➄➂❹❿❺➀❹❽➀➆❸➄❶❸❸❹❹❹➂❽➃❹❶❸➀❹❼❸❹➂❹❽❻❸❿❸➁❽➂➆❽➄➂➀➆❶❷ ˙ÚÈÓ Ï˘ ˙ÂÏÚ‰ ‰Ó ·Â˘ÈÁ ͯÚÏ ıÏÓÂÓ ➀➆❹➈ ➂ ➁➆ ❹❷❷❹➂❸➂ ❽➀❿➀❿ ❸➀❹❺ ➂ ➁❹❤➉➈➂❸❻➀➆❸➀❸➀➆❽❸➂❿❤➉➈❸➀➂❸➂➆❹➄➂➀❹➆❸➀❸➀➆❽❸➂❿ Ư·˘Ó ❾❽➆❸➀➇❹➅➀❤❸➆❽➄➂❹➀❹➆➈➀❿❸➄❼➄➀➁➂❸❸➀➆❽❸➂❿❷❷❹➂❸➀➃❽➄❹❽❹➀➆❹➀❽ ➀❿ ❽➅➄➄❽➈ ❹ ❷❹➄➂ ❹❽ ➃❹❿➄ ❸➂ ❸➄➅➂➀ ➆❽❶❸➀❹ ❤➂ ➆❸➀ ❽➀❿➀❿ ➀❽➆❽ ➁❸ ÌÁÂω ˙ÓÎÁ ❸❷❽➂❸➀➆❽❾❽➆❸➀❹➅❸➂ ¨‰ÚÈÓ Ï˘ „Á‡ ̯‚ßß ➁❶ ❸➆❽➄➂❸ ❹➀❹➆➈ ❹➀❹❿❽ ßßÆÏÂÙÈË Ï˘ „Á‡ ̯‚ÂÏȘ ‰Â¢ ➆❹➄➂➀➃❽➄➀➁➀❹➂➃❹➄❿❸➂ Benjamin Franklin, 1706--90 ➁❽➂❸➀❿❹❻❸❽➂❶➀
‰ÚÈÓ
¯·˘Ó ÏÂ‰È ˙‡¯˜Ï ÔÂÎ˙ ≠ È˘ÈÏ˘ ·ÈÎ¯Ó ÆÌȯ·˘Ó ωÈÏ ÊÎ¯Ó ‰È‰È ˙ˆ ·Î¯ÂÈ˘ ¨˙ÈÎÂ˙ ‡‰˙ Ô‚¯‡ ÏÎÏ˘ ·Â˘Á ➁➀❹➆➀➂❽❿❸❻➄❸❸ ❤➁❽❹❽❸ Æ˘‡¯Ó ÌÈ‚¯Â‡Ó Ìȇ ÌȘÒÚ‰ ·Â¯ ❼❽❸➀❸❹➄➂❸➅➆❹➄➀❽➙➛➛❹➄➀➀✈✈➁❹❷➄❽➅❹➄➀❸❻➆❶➈❽➀ ❽➄❿❹❻➈➀➃➂❺❹➄➀➃❽➙➙➁❽➂➀❹❸❽➄➀❽➄❿❹➀➀❷❷❹➂❸➀❻❽➀➄❹ ➙❹➄➀❹➀❽➆➈❸➁❹❻➁❽❻➂➁➄❽➁❽➂➙➙❻❽❽➀❹❹❸➂➀ ❽➄❿❹❹➄➀❽➙➙➁➀❹❿➀➃➄❿➀➃❽➄➀➃❿➀➁❽➄❹➁❽➂❸➀❿➙ ➃➄❹❿❸➀➄➂➀➆➇➅❹➄❷❹➆➀❾❽➀❾❿❸➀❹➆➂➈❼❹❹❽❽➅❻❽ ❹❸➀➀❹❿❽➀❹➄➀➅➆❸➙➙➁❽➂➀❹❸❽➄➃❽➂❸❹❹❷❻➇❹➄➀➃❽➙➙➂➀ ➆➂➀➃❹➄❿❹➄➅➆➀➁➀❹➆➂➙➙➁❽➂➀❹❸❽➄❸❻➂➂❸❹❸❽➂❽➅➆❸➀❹➂➆➀ ➙➀❿❸➁➆❷❷❹➂❸➀❹➄❻➀❸❸❿❷➆❹ ❹ ➁❹➈❸ ➆❹➄➂➀ ➃❽➄ ➃❹❶ ➀❿ ➁❽❻➂ ➂ ❽➂ ø¯·˘ÓÏ ÔÂÎ˙‰Ï ȇ„Î ‰ÓÏ ❹❽❹❽❸➀❻❽➀❽➂➃❿❹➂❸➃❹❶❽❹➆➂➂❺➄➀➁❽➂❹❶➁❸❽➄➈➀➁➆➈❸➁➂➀ ➉❽➈❸➀❹❹➀❹➆➈➃❹➂❸➆➀❹❼➀❻❸❸❸➀➀➁❽❿❽❹❷❷❹➂❸❸❾❽➀❸➀❽➆❽❹❽❼➀❻❸❷❹➂➂ ➁➄❽❿❸➀➃❽➄➂➁➆❹❷❷❹➂❸➀➁❽➆❽❽➅➂❸❺➆❸❽➆➂➂➀❻➉❹➈➂❿➁❽➂❹❻➃❹❹❶➂ ❸➄❽❼❹❽➀❶❸➉❻➀❻➀❹➄❹➄❹❼➀❻❸➀➀➀❹❽➂
Æ Æ Æ ˙‡¯˜Ï ÔÂÎ˙
Preparations can avert PR nightmare during crisis/ Sharon Berman/ Los Angeles Business Journal, Nov 1, 1999
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁❽➂ ➀❹❸❽➄ ➈ ➇ ➃❹➄❿ ❽ ❷❶❸ ❸➂ ➀➆ ❽❻ ❽➂ ❼➀❻❸ ø¯·˘ÓÏ ÌÈÂÎ˙Ó „ˆÈÎ ❹❽➁❽❸➁➀❹➆❸❽➂➀❹❿➆❸➃❿❸➁❽➂➀❹❸❽➄❹❹➁❸❽➄❸❽➅➆❸❽➄❿❹➀ ➁❽➂❸➀❹❸❽➄❽➄❿❹➃❿❷➆➁➀❹❸❽➄➀❹➁➆❽➄➂➀❽➄❿❹➃❿❸❹➂➀➀❽➄❼❹➈❸➁➆➁❽➂❹❻➀ ➀❹❸❽➄➆➁❽➂➂➂❸➃❹❶➁❽❷❹➆➀➁❽❽❽➀❹➆➈❽➈➅❸➄➀❻➃❿❷➆❹➃❿❸❸➄➀❻ ➉❹➆❽❽❸❹❹❹➆➂❸❶❸➁❽❽❽➆➁❽➅➂❹➁❽❿➂➆❽➈❷❹❷❹➆❽➈❷➀❹❼❹❽❼➃❿❸➂ ❽❽➀❹➂❽➅➇❸❹➃➄❿➃❹❶➀➉❹❻➂➁❽➂➀❹❸❽➄❹❽❼➈➂❸➁❹❻❸❿➆❸➀➁❽❽❹➁❽❻➂❹➂➀ ➃❽❿❸➀ ❹❻❘ ❹❻➈➀ ❸➄➀ ❻ ❸❽❷➂ ❿❸➀ ❽➄❿❹ ➇❸ ❹❻➈➀ ❸➄➀ ❻ ➂ ◗❸❽❷➂➆❽➈❹❸➀➁❽❽❺❿➂❸➁❽❹❷❸ ❸➂ Æ CC0 - Chief Crisis OfficerØÌȯ·˘Ó ÏÂ‰È ÔȈ˜ ‰È‰È Ô‚¯‡ ÏÎÏ˘ ıÏÓÂÓ ➁❽➂➀❹❸❽➄➀❸❽❶❼❼➅❻➈➂➃❹❶➀➀➀❹❿❸❸❽❶❼❼➅❸❻❹❽➈➀➁❹❤❹❷❽➈ ➁❽➂ ❹➈❸ ➆❽➄➂➀ ➁❽❿❷ ➀➆ ➉❽➀➂➂ ➃❹❶❸ ❹➀❹❻ ❾❽➆➂❹ ➂ ❻❽➄➂❘❽❹➈➂➀➃➄❿➂➁❽➂❸➀❹❸❽➄❹❹❸❻➄➂❹➁❽➂➁❽➀❽➄❼❹➈ ❻➈➂ ◗❽❽❼➈ ❽❿❸ ❾❷ ➂❸ ➀❹❸❽➄ ❽❿❷ ❻➈➂ ❞➁❽➀❽➄❼❹➈ ➁❽❼❽➅ ❷❹❹➂❘➂❸❽❻❹➃➂❺❽➄➈➀❽❹❹➀❽➆➈❻❽❼➂❸➅❸❽➂❹❻❹➆❷❽➂ ➂◗➁❽➀❸➀❿❽❹❹➀❽➆➈➁❽❽❹➃➄❿❽❹❽❸❽➅❻❽❷➂❹➃❹❶❷❽➈➀➆ ➁❽➂ ❽❿❸ ❹❷❸ ➁➆ ➁❽❹➂ ➁❽❽➅➆❸ ➁❽➀❸❸ ➀❿ ❷❹❹➂ ➁❽➀❽➄❼❹➈ ➁❽❹❷ ❽❿➂❹ ❷➄❿❹➂❸❾❹➆❹➂➀❹❸❽➄➀❹❽❼❼❹❹❽❶❼❼➅➇❼❹❾❽➆➂❷➄❸❹➈❽❷➆❸❷➅ ➀❿❹➆➂❸❽❸❽❾❹➃❽❘➀➛➛❿➄➂❸Æ Æ Æ ˙‡ ÏÂÏÎÈ Ìȯ·˘Ó ÏÂ‰È ˙ˆ ❽➂➀❸➄➂❹❹❽➀❸➄➂❹❽❽➅❻❽➀❸➄➂❽➀❹➆➈➀❸➄➂◗❹❹❸❽➄❹❽❷ ➀➆➈➂➀❸➄➂➆❷❽➂❹❿➆➂➀❸➄➂➁❽➈➅❿➀❸➄➂❹❿❽➀❸➄➂❹➄ ❹❿❽➀➆❸➄❹➂➂➀➂➂❽➅❻❽➀➆❸➄❹➂➂❹❻❽❼❹❽➃❹❻❼➀➆❸➄❹➂➂❸ ❽❽➄❹❶➁❽➄➈❹➀➆❸➄❹➂➂❸➀❽❸❽➀➆❸➄❹➂➂❸❽➅❸ ❹❹❸❽❿❺➂❹➁❽➂➀❹❸❽➄❸❻➂➂❸❸❻➂❹❹❽❽➅❻❽❻➂➉➆❹❽❽❼➈➂➉➆❹❽❹➀❻➂ ➀❹❸❽➄❹❽❼❼❹❽❶❼❼➅❽❷➆❽❽❷❶❽ øÌȯ·˘Ó ÏÂ‰È ˙ˆ ˜ÂÒÚÈ ‰Ó· ➁❽➄ ❷➆ ➀ ❹❻❹➀➆❽❹❹❽❹❿➂➅❶➀❷❽❹❼➀❻❸➀❽➀❹➈❽❼➀❹❽❹➈❽❷➆❽❷➅➆❽❹❹➀❹❻➃❹❷❽➁❽➂ ❷❹❹❽ ➃❹❶➀ ➁❽❹❷ ❽ ➁❽➂ ➀❹➆➈ ❽➀❸❹➄❹ ➁❽➂ ➀❹❸❽➄➀ ❽➄❿❹ ❽❹ ❾❽➆❽ ➁❽➄➂❺ ➁❽➀❸➄➂❸➆❹➂➀➀➛➛❿➄➂➀➉❹➆❽❽❹❹❹❶➆❷❽➂➈➅❽➃❹❶❸❽❹❸❹➈❽❷➆➀❸❿❹❺➁❽➂➀❸❹➄ ➂➀❸➂➁❽❽❿❸➁❽➀❸➄➂➀❹ ❷❶❸➁❹❻➃❹❶❸➀❸❽➈❹➅❹➀❽➈❸ øÌȯ·˘Ó ωÈÏ ˙ÈÎÂ˙‰ È·ÈÎ¯Ó ➁❽➀❽➄❼❹➈➁❽➂➂❽❽➄❿❹❸➀➆➈❸➀❽❽❹➂❿➃❽❽➈❹❽➆❹ ➀❸❹➄❸ ➀ ➁❹❽❸❹ ➁❽➄❹❿❷➆❸ ❻❹❹❽❷❸ ❾➆➂ ❸➄➂ ➁❽➂ ➀❹❸❽➄ ❽❷➆❽ ❽ ❸➂❽➆ ❽❹❷❻ ❸❽❷➂ ➁❹❻ ❹➀❹➆➈ ➁❽➂ ➀❹❸❽➄ ❹❹ ❽➄ ➂❽ ➃❹❷➀➀➁❽❷❹➆❸➀❿➀❸❽❻➄❸❹❞➁❽❽➄➂❹➁❽❽➁❽❹❷➂❽❹❽➀ ❹❼➄❽ ➁❽❽❷❽❽➂ ➁❽❷➆ ➂❽ ❻ ➁❹❶ ❹ ❸❽❷➂❸ ➁➆ ➆❹❸ ❽➄❿ ❽➂❹❻➀➁❽❽➈❽➀❻❹❹➂❹❽❹❹❽❽❼➄❼➀➃➂➀➆➈❸➀➁❹❽❻❽➄❿❹❽➀❸➂ ❻➆❷❽➂❹➆❽➈❷❹❷❹➆❽➈❷❽➀❻❹➀➂❷❹➈➀❹❺❻➀❽❷❿❸➄❼➄❹➀❹➆➈➆❷❽➂❹➁➀❶ ➁❽➈➅➁❽❽❺❿➂❹❻❹➀➁❽❷❹➆➀➄❿❷❹➆➂❸➂❽❻❹❹❽❷❽➈❷❾❹➁❸❸❽❸❽➃❹❶❸➀➆ ➁❽➄❹➈➀❼ ➁❽❽➅➆➁❽❽❻➁❽❽❼❽➀❹➈ ➁❽❽➂❹➂ ❸➆❷ ❽➀❽❹➂ ➁❽❽➅❹ ❽➂❹❶ ➁❽❽➈➂ ❹❽❹❽➆❹ ➁❽❼❹➆❽➂ ❹❽❻ ❹❽➀❽❸ ➁❽➀❽➆➈ ❹❹ ➂❽ ❽➄❹❼➀ ❹❷❹ ❹❹❿ ˙ÂÁψÂÓ‰ ˙ÂÈÎÂ˙‰ ➁❽❽❹❹❽❹➁❽❽➈➄➆➁❽❻➂❹➂➂❽➃❹❶❸➀❹➅❽➆❸❽➂❹❻➀❹❽❼➄❹❹➀❸ Æ❛‰¯·Á‰ È„·ÂÚ È„È≠ÏÚ ÂÓ˘ÂÈ ÂÒ ¨ÂÁ˙ÂÙ ¯˙ÂÈ· Is your business prepared/ J.A. Gerber, E.R. Feldman/ Journal of Accountancy, Apr 2002, vol 193, iss 4, pg 61 ❛
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
¯·˘Ó‰ ÏÂ‰È ≠ ÈÚÈ·¯ ·ÈÎ¯Ó ❸➀❸➄❸ ❽❽❻❽ Ɖ¯‚˘‰Ó ‚¯ÂÁ Ú¯‡ ˘Á¯˙È ø¯·˘Ó ÏÏÂÁ˙Ó˘ ÌÈÚ„ÂÈ „ˆÈÎ ➃❹❶❸➀❹❼❸➁❸➀➆❽➀❽➀❸➆➈❸❹➀❸❹❹❼➀❻❸➀➀❸❽❿ ❹❻❹➀➁❽❷❹➆➁❽❽❽➆❸❷➆❽❸❽➀❸❷❷❹➆❽➃❽❽➄➆❹➂❸❽❷➂❸➂ ❽❹❽❹➀❶❽❸➀❹➆❷❽➂➀➀❹❽➈❽❹➀➆❸➀➁❽➈➅❹❸➀❽❸❽❶❽❸➄➂ ❽❶❸❽➅➆❸❷❹❽➂❸➂❸❻❸ ➀❹❼❸➁➀❹❽➂❷➀❽➈❺➄➁➂➀❽❺❿➂❸❷➆❽❸ ø¯·˘Ó ÔÓÊ· ÌÈ„ÚÈ ➂❹❹❸❹❽➆❾❹➈❸➀❹❽❸❽➁❽❷➆❽❸➂➀❻➁❽➂❽❽❹➅➂➁❽➂➃❹❶❸ ➂➁❽➂❹❻➄❿❸➃❹➄❿➀➆❶❷ ø¯·˘Ó ˙Ú· ‰È‚˯ËÒ‡➃❹❶❸❹❼➀➁❽❽❹❽❻➁❽➄❽❽➈➂➀ ❹❽ ➀ ❸❹❻ ❹➄❽ ➁❽❽❽➆ ➁❽➅➂ ❸❽➂❻❸❹➀ ❻❹❽➈ ➁❽❽❽➆ ❷➆❽ ❽➀❸ ❻❹➀❽➈❹ ❽❹❸❽❺ ➀➆❹❽❸➂❿❷❹➂➀➀❸❽➆❹❸❺➀ ø¯·˘Ó ˙ˆÈ¯Ù ÌÚ ËÂ˜Ï ˘È˘ ÌÈ„Úˆ‰❹➄➂❽❸➂❹❹➄❿❹❻❽➈ ➁➆ ➃❿➂ ❻➀❹ ➃❹❶ ➁❽❽❿❸ ➀❹❸❽➄❸ ❽➄ ➁➆ ❹❽➀ ❸❽➆❸ ❹➈➀ ❹➅➄➀ ➂❸ ➃❶➂❽❿➂❜➁❹❽❻➀➀❹➈❽❼❸❽➆❸➀❽❽➀❽➀➈➆❹❸❼➂❹❽➂❹➂❸❹❽❹❸ ➂❸➂➁❽➆➈❹➂❸❷➆❽❽➀❸❹❸❺➀❹❽❸➁❹➀➀❹❹❽➀❸➄❿➅❽➁➁❽➀❹❻❽➁❹❷❷❹❷ ❸➆❸➀➁❽❽❽➆➁❽➅➂❽❷❶❸➀❸❻❹❹❼➀❽❹❹➀❽➆➈➀❹❽❹➈❽❷➆❷➅➆❹➀❹➄ ➃➂❺ ❷➆❽❸ ❽➀❸ ➀❿ ➁➆ ➀ ➃❹❶❸ ❹➀❽➆❽ ❶❽❽➀ ➁❽➀❹❿❽❹ ➁❽❻❹❹❷➂ ➁❽❹❷❸ ❷❹❹➀ ❹❽❸➂ ➆❹➄➀ ➀❿ ➂❸ ❽➈❹ ❸➄❹➂ ➁❽➂❽➀ ❹➆➀ ❹❷➂ ➆❹➄➀ ➀❹❿❽ ➂➀ ❸❹❶❸ ÌÁÂω ˙ÓÎÁ ➃❹❶❸❷❽➂➆❸➀➀❹❿❽❷➄❸ Ï·‡ ¨‰ÏÂÚÙ ˙ÈÎÂ˙Ï ÌÈÂÎÈÒ ˙ÂÈÂÏÚ ˘È¢ ❹❹➄➂❽❸➂➆❹❶➈➀❹➃➄❹❶➂❸❷❽➈ ßßÆ‰È˘Ú È‡ Ï˘ ÂÏ‡Ó ÌÈ˙ÂÁ٠̉ ➃❿➂❻➀➁❽➄❻❽❹❼❸❹➂❹ John F. Kennedy, 1917-63 ➃➀
¯·˘Ó‰ ωÈ
‰¯‰Ê‡ ÈÓÈÒÏ ·Ï ˙Ó¢˙ ≠ Ô¢‡¯ ·Ï˘ ≠ ¯·˘Ó‰ ÏÂ‰È N❿➂❷❹➂❸❸❺➀➀➁❽❻➂➁❽➅➆❸➁➀❹➆➁❽➂❸➂N ‰¯‰Ê‡ ÈÓÈÒ ❹➀❻❸❸❽❿❸❸➀❸➄❸❸❷➂➀❹➈❽❼➅❹❻❹➃❹❿➄➀➀❹➈❽❼➂❸❹❿➁❽➆❹➄ ➃❸ ➀➈❼➀ ❹❻❼ ➀ ❹❽➂❽➄➈❹ ❹➄❼ ❹❽➆ ➁❽❿❹➂➂❹ ➁❽➀❶❹➂ ➁❽➆❹❿ ➁❽❹❽❹❺❿➂❹❽➅➄➄❽➈❹❹ ø¯·˘ÓÏ ÌÈÓÈ„˜Ó‰ ‰¯‰Ê‡‰ ÈÓÈÒ Ì‰Ó ➀❽❶ ❽❻ ❹ ➀ ➁❽❽❿ ➁❽➀❸➄➂ ❹ ➀➛➛❿➄➂ ❹➆❸❹ ❻❹❽➈ ❻➂ ➀❹❸❽➄➀❽➄❿❹➀➀❹❽➅➆❽➄❿❹➀➀❸❹❽❽➄❿❹➀➀❹➀❽➆➈❸❽➈ ❾❹➂➄➀❹➂❸❷❹➆❽➅❻❽❼❽➁❽❷❹➆➀❸➂❸❹❽➄❿❹❹➅❻➂❹❽❹❽➆❹➆❹➂➁❽➂ ➈➅➂❸❽➀➆❹❽❹➈❹❿❹➄❹❹❹➀❹❻❽❼❹❿❽❹❽➆➁❽❷❹➆❸❻➂❹ When bad things happen to good hospitals/ Mark Newmyer/ www.marketingpower.com/live_ID=16329, 4.6.2003 ❜ A whole lot of spin & zip/ Jim Walker/ Writers Club Press, 2001/ ISBN 0-595-21044-9/ pg 59 ❜❜❜➀❜❜➁❽➄❸➃❽➁❽➂❻❽➄ ICM - Institute for Crisis Management➁❽➂➀❹❸❽➄➀➃❹❿➂❸➅❹➂ Averting Disaster/ Peter Strozniak, Jill Jusko/ Industry Week, 2.12.2001, vol 250, iss 2, pg 11
❽ ➉➈❸ ❹❽❹❽➄ ➁❽➂❹❸ ❽➀❷❶➂ ➀➆ ❹❼❸ ➈➂ ❽❻ ➂❼➈➅➀ Ɖ¯‰Ê‡ ÈÓÈÒ Ï˘ Ï˘ÂÎ ÏÂ‰È ➅❼➅➁❽➆❶➈➄❸❹➆➁❽➀➄❽➂➁❽➂❽❹❽❹❹❺➅❼➅➇❽➄➅➀❷❹❹❷❽➂➁❽➅➄➀❹➂❸❻❷❹➆❸➀❸❹❹ ❸❷❹❹❷❽➂➀✈✈❿➄➂❽❼➈❸❹➅❽❿➂❽❹❸➀➉➀➄➁❹❿➅M ➀➁❹➀❹➂➁❽❺❶❸❹➀❸➀❸❸❽➀➈➅➀❸❹➄ ➅❼➅❹❽➀❹❽❽❸➄➈❹➅❻❽❽❸➀❸❿❺➀❻➀❸➆➈❹❸➀➆➃➄❹➀❸➀➆❹❸❻➀➁❽➂❽❸➂❿➅❼➅➀❸➄❸➀ ❽❺❻❸➀❸➆❽❸❹❽❸➀➆❸➀➄❸➅❼➅❹➄❹❽➆❹❼➄❼➄❽➁➅➈❸❹➈❽➅❸❷➆❸❹❶➀❸❿❺➀❹➄❹➀➀➆❺❻❹ ➁❽➄❾➂➀➂➆❸➄➄❶❹➂➁➃❹❿❽➅❹➂➂❸➂❸➀❸➄❸❸❹➂➀➆❸❹❸❸❺❽➄➂❽➅➀❹➅❻❽❽❸➅❹❻MM❸ ➀❿➀➁➄❽❻❹➂❹➀❿❹➈❽➅❹❸➂➂❽❹➆❻❹➈➄➃❹➅❸➅❷➀➄❹❷➂➇❽➄➅➀❸❿❹➈❸❸❸❹❶➀❸❹❹❸❺ ❸➀❸❸❽❷❹➆ Managing your reputation/ M. Seid, Kay M. Ainsley/ www.Entrepreneur.com/article/0,4621,294000,00.html, Oct 22,2001
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❹➅❻❽❽❸➀❹❿❹❺➀➅➂❽➆❹❽➃❹❻❽❹➃❽❷❽❿❹➆❹➆❹❽❼➈➂❹➆❽➀❶❹❻❹➀❹➄❹➀ ➁❽❹➆❸➂➁❽❽➅➈➂ Ɖ¯‰Ê‡‰ ÈÓÈÒÏ ·Ï ÂÓÈ˘È ÌÈÏ‰Ó˘ ·Â˘Á❹❽❽➅❹❽➆➀❹❿➀❹➈❽❼ ➀➆❼➀❸➀➂❸❽➆➀➈❼➀❹❽➀❹❺❸❽❸❽❹➀➆❸❹➂➀❽❻❿❹➄❸➀➁❶❸❽➆❸➁❽➄➂❹ ❶❹❸✈✈❹❽➀❼➄➂❹❼➄➀❽❸❸❺❽➄➂❽➅❻❹➆➀❻❽➀❸➀❽❷❿➉➈❸❻➂ ❷➆❹➂❸❸❺❽➄➂❽➅➀➆❸➀❸➄❸➁❽➄❿❷➆➂❸➁❽❷❹➆❹➀➂❶➂❸❹❿➆➂❷➅❽➀➁❽➄❹❶➀➆✈✈❻❽➀❸ ❽➄➂❽➅ ❻ ❹➆➀ ❹❷❽➈➂ Crisis Center➁❽➂ ➀❹❸❽➄➀ ❺❿➂ ➁❽❸➀ ➉➀➂❹➂ ➁❹❻❸ ❸❸❺ Ï˘ ÂÓÂÈ˜Ï ˘ÁÎ˙‰Ï ‰¯‰Ê‡ ÈÓÈÒÓ ÌÏÚ˙‰Ï ÌÈ‚¯‡Ï ÌÈÚÈÈÒÓ‰ ‰‚‰‰ ÈÂ‚Ó Ì‰ ÂÏȇ ❽➄❸➁❽➄❶❹➂❹➄❻➄➁❽➂➁➆➁❽❷❷❹➂➂➁❽❻❸❻❿❸➃❹❸ øÁ˙Ù· „ÓÂÚ‰ ¯·˘Ó ❹➄❻➄➁❽➀❹❷❶❸❿❹➄❻➄ ❸❽➄➂❹➀❶➂❽❽➀❸➂➂❹➂➁➆➈❸➀➁❽➂❽❹➅❻❽❽❸❽ ❸❽❺❽➀❹❼➀❼➄❽ ❽❽➂❻❸ ❹➄❹➇❷❹❸❺➁❹❶➂❸❺➂➉➈➁❸❿➀❸❽➆❽❸➁❽➄❶❹➂ ➁❻➀ ❽❸❹❽❹❹❹❹❹❻❸➀❽❹❿❽➅❸❷❹❷➂➀❽❽➄❽❹➅❻❽❽❸➀❸❿❺❽➂❽➄➈➀ ÌÁÂω ˙ÓÎÁ ➃❹❶❸➀➆➆❽➈❸➀➀❹❿❽➀➂ Ì„‡˘ ‰Ó ÏÎ ª˙ÈÓˆÚ ˙ÈÓ¯˙Ó Ï˜ ¯˙ÂÈ Ôȇ¢ ❽➂➆➀➆❹➈➀❻➀❿❹❻➂❹➀❹❿ ßßÆ˙Ó‡‰ Ì‚ ‡Â‰˘ ÔÈÓ‡Ó ‡Â‰ ¨ÂÏ ˜˜Â˙˘Ó ❻❸➂ Demosthenes, 384-22 BC
‰¯Î‰
¯·˘Ó· ‰¯Î‰ ≠ È˘ ·Ï˘ ÂÏ˘ ˙ÈÏÏÁ‰ ÔÈ· ˙¢‚˙‰ ‰˙ȉ˘ ÔÂÂÎ˙Ó ‡Â‰ Æ ➙È˙ÈÈÚ· ·ˆÓ· ÂϘ˙➙ ≠ ÁÂÂ„Ó Ò„‰Ó˘Î
‰¯Î‰ ≠ ¯‚˙‡Ó ÈΉ ·Ï˘‰ Æ˙ÈÈÚ¯‚ ÁÂÎ ˙Á˙ Áˢ· ˜ү˙‰ ÌȘÏÁ‰Â ¨ÌÈÚÒ ÒÂËÓÏ ❾❹ ❸❽➆❸ ❶❹❹❽➅ ❹➆❼ ❹❹➆ ➁❽❽➆➀ ❹❻ Ư·˘Ó ˘Á¯˙Ó ÏÚÂÙ· Ô·˘ ➁❽➂❸❹➁❽❽➅❽➈❸➁❽❼❽❸➀❹➅❻❽❽❸❽❹➁❽❽➄❿❼❸➁❽❼❽❸❹❷➂❸ ❹❿❺➀ ❸❹❻ ➆❹ ➀ ❸➂ ➂❸ ❹❽❸ ❽❸ ❹❽❸ ➀ ❸➅❽➈❸ ➃❹❻❼❹❹❽❹❽❶❹➅❹❷➂❹➆➈❸➀➆❿❷❻❹❽➂➀❿➀➁❷❹➃❿❸➅❼➄❽ ¯·ÚÂÓ Ú¯‡ ÏÚ Ú„ÈӢΠÌÈ˘ÂÚ ‰Ó ø‡Ï ‡ ÔÎ ≠ Ìȯ·˘Ó ω ÏÂÚÙ˙ ≠ Ô¢‡¯ ‰˘Ó≠·Ï˘ ❹➂❸❹➄➂❽❸➂➃❹❻➀❸❹❻➁❷❹ ø˙ίÚÓÏ ÈˆÈÁ ‡ ÈÓÈ٠̯‚ È„È≠ÏÚ ¨Ô‚¯‡‰ ·Ï ˙Ó¢˙Ï ❹❷❹❸➀ ❷❽❽➂ ❾❹ ➃❽ ❽➀❽➄❼❹➈ ➂ ➀❿ ❹➅❻❽❽❸➀ ❹❿❺➀ ❹❸ ❽➀❿➂ ❸❽➄➈ ➀❿ ➀➆ ➁❸ ❼❽➀❻❸➀ ➃❹❶❸ ➀➆ ➃❽➂ ❹➂❸ ➂➄ ➁ ø‰ÈÙ‰ ˙·˜Ú· ‰ÓÊÂÈ ÏÂËÈÏ Ì‡‰ ❸➂ ❹❺ ❸ ➁❽ ➁❽➂ ❽❸ ❹➆➂➂ ❹➀➂ ❾❽➆❸➀ ➃❽➄ ❽➄➈➀ ❷❹➆ ➁❽➂ ➀❸❹➄ ➀➆➈➀ ❹❹➁❽➅❽❽❶➂❽❹❽❻➁❹❿❽➅❹➆➆❷➀❹❽❹❹❽❻❶❸➄➃❹❶❸❻❽❿❹➂❾❿❸➄❹➄❸❼➀❻❸ ❹❻❿ ➁❽❽❿❸ ➁❽➀❸➄➂ ➆❷❽❽➀ ❽ ➁❽➂ ➀❹➆➈➀ ❾❹➆ ❹➄➄❽ ➃❹❶ ❸➂ ➁❽➂ ➀❹❸❽➄ ➁❽❻❽❿❹➂➁❽❽❻➁➄❽➁❸❿➁❶❹❽❻➁➂➆➀➆➁❽❻❹➀➁❽➂➀❹❸❽➄➀➁❽➄❿❹➂❸➁❽➄❹❶ ❻❹❹❼➀❹❽❻❹❹➀➆❶❷➁❽➂➀❹❸❽➅➀❹➀➀❿❹❽➀➁❽❷❹➆➀❹❻❹➀➀❽❽➂❹❸➄❿❸❶❷ ❹❹➂ ❶❽➄ ➃❹❶➀ ❻❹❹❼ ❿❹ ❹❽❻❹❹➀❹ ➁❹❽ ❾➂❸➀ ➁❽❽➄❹❽❻ ❸❽➅➀❹ ➁❽➄➀ ❸❶❷ ➁➀❹➈❽❼❹➉❹➀❽❻❸➀❸❹➀❹➆➈➁❽❹➆❷❽➂➇❹➅❽➆❹❸➀❽❷❽❽➂❽➁❽➂➀❹➆➈ ➁❽➈➅➂ ➇❹➅➀ ❽❷❿ ❸❷❽➂❸ ➀➆ ❽ ❿➆➂ ➆❹❸ ➀❽❻➀ ➃❹❶❸ ➀ ❽➄❹❸ ❸❹❶❸ ➇➅❹➄➂➀➀❽❹❸➀➀❹➀➆❹❻❽❸➁❽➂➀❸❹➄➀❽❷❽❽➂➀❹➆➈➀❾❹➆❹➄➄❽❹❹➁❽❽❹❷➂
Managing Crises before they happen: what every executive and manager needs to know about crisis management/ Ian I. Mitroff/ AMACOM, 2001/ Managing Corporate Crisis (book review)/ Lane Jennings/ Futurist, May-June 2001, vol 53, iss 3, pg 52
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❹➄➄❽❹➀❷❸❹❻➂➂❸❽➈❹➀❽❹❷➂➃❹❻❾❹➆➀❽ Ư·˘Ó‰ ÔÂÁ·‡ ≠ È˘ ‰˘Ó≠·Ï˘ ➁❽➆❶➈➄❸➈➅➂❹➂❸❽➈❹❷❶❹❸➀❷➆➁❽❽❼➅❷➁❽❷➆❼❹➄➀➃❽❽❸➀❽❻❹ ➁❹➂❹➃➂❺❾➂➅❹➂➁❹❶➀❹➆❹❸➀❹❹➂➅❻➄➁❽➂❷❹➂❸❸❺❽➄➂❽➅➁❹❷➀❹❻➆❹❷❽ ➁❽➄➂❽➅➁❽➂➁❹❻❸❸❷➆❹➂❽➄➈➀➁❸❽❹❹➁❽➄❹➄➀➀❿❾❷➁❽➂➁❽❽❹❸ ❸➀❹➀➆❸❸❷❹➆➁❽❹❽❸➆❸➁❽➂❹➅❻➂❹❹➄➁➂❹❷❷❸➂➆➄➂❸➀➃❽➄➃➂❺❹➀ ➉➈➂➆❶❸➂❷❽➆➆❷❽➂❸➂❽❺❽➆➆❹➄➂➀➃❽➄❷❽❿❷❹➂➀➀❽➇➅❹➄➂➀➀❽❹❸➀ Ô·˘ ‰¯Î‰Ï ˙Ú‚‰˘Î❹❷❹➅➀➆❹➂➀➃❽➄➀❹❸❽❷➂❸➀➀❷❶➂❽❿❹❿❺❻➂❽➃❹❶❸ È„ÈÓ ¯ÁÂ‡Ó ‰È‰È˘ ÈÙÏ ÈËÏÁ‰ ‰È‰ ¨˙ÂÊȯʷ ÍÎÏ‰Ó ÔÎ˙ ¨ÂÈÈÈÙ‡Ó ˙‡ ‰‰Ê ¨ı¯Ù˙‰ ¯·˘Ó Æͯ„Ï ‡ˆ˙Â
¯·˘Ó ÏÚ ˙ÂËÏ˙˘‰ ≠ È˘ÈÏ˘ ·Ï˘ ¨ÂÈȉ„ ≠ ÌÈÚÂ„È ‡Ï ̉˘ ÌÈÚÂ„È ˘È ÆÌÈÚ„ÂÈ ÂÁ‡˘ ÌÈÚ„ÂÈ ÂÁ‡˘ Ìȯ·„ ≠ ÌÈÚÂ„È Ì‰˘ ÌÈÚÂ„È ˘È˘ ‡Â‰ ¯ÒÓ‰➙ ÌÈÚ„ÂÈ ‡Ï ÂÁ‡˘ Ìȯ·„ ≠ ÌÈÚÂ„È ‡Ï ̉˘ ÌÈÚÂ„È ‡Ï Ì‚ ˘È Ï·‡ ÆÌÈÚ„ÂÈ ‡Ï ÂÁ‡˘ ÌÈÚ„ÂÈ ÂÁ‡˘ Ìȯ·„ ❽❿❺➂❷➀➈➅➂❷➀➄❹❷➙ ÌÈÙÒ ÌÈÚÂ„È ‡Ï ̉˘ ÌÈÚÂ„È ‡Ï ‰ÓÎ ÌÈÏ‚Ó ÂÁ‡ ‰˘ ÏΠÆÌÈÚ„ÂÈ ‡Ï ÂÁ‡˘ ❽❽➂❸❸➄❶❸❸ ÌÈ·ÈÈÁ Æ˙ÂÏÈÚÙ· ÈËȯ˜ ·ÈÎ¯Ó Âȉ ˙ÂÈËÏÁ‰ ¨¯·˘Ó ÏÚ ˙ÂËÏ˙˘‰ ·Ï˘· ˙ÂËÏ˙˘‰ ❸❽❽➆❽➂❽➆❼❹➂➁➁❶❽❸➀❿❸➀❹➆➈❸➈❽❷➆➁❽❽➆➀Æ„ÈÈÓ ˙ÂËÏÁ‰ Ï·˜Ï ❼➆➂❽➁❽➆❷❹❽➀❸➂➁❽➆❷❹❽➀❹➀➆❹➀❽❻❽❺❿➂❸❸❽➆❸➀➀❿ ❹➆ ➁➆ ❷❷❹➂❸➀ ➀❸➄➂❸ ➀➆ ➃❹❿➄ ❸➂ ➁❽➆❷❹❽ ➀❹ ➆❷❽➂ ❽❷❽➂ ❹❽ ❹ ❽❷❽➂ ➀❻➂❼➀❹❹➂➀❹❷➂➀➀➉❽➀➂❽❼➈➂❸❸➀❻➂❸❹❶➄➂ ➈❼➄❹❽➄➂❽➀➆➀❻➂❷❽❽➂➁❽➄❹❽➆❽➅➂❾❹➆➀❹❽❸❽➅❻❽ ❹❿❺➀ ❹❻ ❹➄❿❽❸ ❽➄❻➂ ❿❽➆➀ ➁❽➄ ❸➂❿➀ ❹❷➆➂ ➁❽➂➀➆➄ ➁❽➅❷➄❸➂❸ ➁❹➂ ➈❹❹ ❷➆❽❽➀❸➃❿❷➆➀❹❹❸➂➂➀❽❽❻➀➛➛❿➄➂❸❽❼➈➂❷➂➆➂➂❹❽❸❹❻❹➄❽➂❽➄❹➀ ➁➆❹❽❹❼❷❷❹➂❸➀➁❽➆❷❹❽❹➄❹➆❽➀➆➁❽➄❹❶❺❸➆❽❾➂➅❹➂➀❻❹❸❽➂❻ ❽➄❹❽➀➈❿➙➅➂❽➆❹❹❻❿❹➄❽❷❽❽➂➂❸➀➆❽❶❸➀➃❹❶❽❿➀❸➄➂➀➆➂ ➁❽❷❹➆❸➂❸➀➆❹❼➀❸❸➀➂❸➂➁❽❹➅➆❸➁❽➄❹❹➀❽➆➈❸➀❽➙❽❻ ➀➛➛❿➄➂❸❷❹➂➆❽➂❸❹❹➁❽❹❹❸❽➄➃❽❸➂❹❻➁❹❹➈❼❹❽➅➆❹➀❽➆➈❹❿❽➂❽ ❻❽❿➀❸➄➂❸➄❹➂❽➇❼❹➀❹➆➈❹❹❹ ÌÁÂω ˙ÓÎÁ ÏÚ ˙ÂËÏ˙˘‰ ÍÈω˙· ‰˘Ó≠È·Ï˘ ❽❹❸❽❺➃❹❸➄➂➀ Ư·˘Ó ßßƉÏȉ˙‰ ‰Ï„‚ ÍÎ ¨È˘Â˜‰ τ‚Îßß ➇❹➅➀❹❹❷❹➆❸➇❹➅➀➂❸ Marcus Tullius Cicero, 106-43 BC ❷❽❽➂❽❽➂➆❹❹❸❺➀❸➂➁❹ ➂❸ ❷❹❷❽ ❽➄ ❸➄➂➀ ❸❽❹❸ ❸❹❸ ➀➆ ❸➆➈❸ ❽ ➁ ➆❷➀❹ ❹➀❹❸❽➄ ➈❽ ❸➀❽❸ ❹❹ ❹➀❽➆➈ ➃➂ ❹➄➈➀ ❽ ➁ ➃❹❻➀ ❸❽➅❸❹ ➃❹❶❸ ❽➀❻ ➂ ❽➀❹❸❽➄❹ ❽➅❽➈ ❹➆❼ ➁❽❽➄❹❽❻ ➁❽➂❹❶ ➆➀ ❹❽➀➆ ❹➂➆ ➆❹❸ ➀➆ ❼➀❸➀ ➀❶❹➅➂ ❹➄➄❽ ➃❹❶❸ ➁ ❽➅➂ ➀❹❸❽➄ ❹❹ ➂❸ ➀❹❸❽➄ ❽❽➀ ❸➄➂➀ ❹➂➆➂ ➁➀➆❽ ➀❹➈❽❼ ➀ ➂ ❻❽➄❸➀ ❸❹➂❻ ➁❽❽❻❽➀➆➁❷❽➄➁❽➆❶➈➄➀➈❼➀➁❷❹➆❹➀❿❸➄❹❸❹➈❽❷➆❸❷❹➆➀➀❽❻➂➁❽➂ ➁❽❽❹➈➉❹➀❽❻❽❹❹❻❹➀➀❸❻❸➀➆➃❹➅➀➛➛❿➄➂❽❶❸❹➂❿❹➄❻❽❶❸➀❹➅❸❽➅❸❹ www.timble.me.uk/funny/rumsfeld.html, 9.12.2003➃➂❹❹❷❹❽❷ The Enron endrun - PR lessons from accounting debacle/ E.I. Lordan/ PR Quarterly, Fall 2002, vol 47, iss 3, pg 22 Speakers library of business stories and anecdotes/ J. Griffith/ Prentice Hall, 1990/ ISBN 0-13-826983-1/ pg 276
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❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❹❶➀ ➀❽❹❸➀ ➀❹➀➆ ❽➄❹❸ ➂ ➀➈❼➀ ➀❹❿❽ ➅❹❻ ➁❽❽➂❹➂ ➁❹❽❻ ❽❹❹➀ ➆❽❽➅➀ ❽❷❿ ➀➄❹❽❶➃❹❶❸❽❹❽❸➁❸➃❻➂➀❻➈➂❸❽❹➂❸➂❸➂❸❹➂❻❹❽❸❸ ➁❽➆❶➈➄➀❽❽➂❹❸➄❿❸❶❷➆❽❸➀❹❹❽❸➂❽❶❸➀➁❽➀❸➄➂❸➀❹❿❽❸➄❹➂➃❹❹ ❹➄➄❽❹❸❸➂➀❷➆❸➀❶❹❸❹➆➈❸❹➂❸➀➆❽➄❹➀❼➀❸➀❻❽➀❸➃❹❶❸❻➀ ❽➂❹❻➂ ➀❻ ❷❹➈❽➀ ❽❺❻❸➀ ❸❽ ➃❹❶❸❹ ➃❿❽ Ɖ„·ÚÏ ÌȯÊÂÁ ‡·‰ ·Ï˘· ➁❹❽ ❸❹❹❸➂ ❽ ➁ ➁❹➀ ❷➂❹➆❹ ➀❽➆➈ ➃❽❽❷➆ ❹❸ ❹❻❹➀➀ ❹➀ ❸❼➂ ❽➈❸ ❹❽❸➂ ❹❹➀❽➆➈ ❹❻➂ ❹❿➆➂ ❹➀➆➈❹❽ ➃❿ ❽❹❽❶ ❽➄➂➀ ❹➆➀ ❽ ❸❻❸ ❽➄➂ ❹➀❽➆➈➀ ❹❺❻➀ ➈ ❽➄➂❺❽➈❽➀❻➃➂❹❻➀❽❽❹➄➈➀❸➁❽❼❽❸➆❷❽➂❸➀❿❺❿❹❽❹❹❽❽❼➄❼➀❹❹
ÈÏÏÎ ≠ ¯·˘Ó ÔÓÊ· ˙¯Â˘˜˙ ≠ ÈÚÈ·¯ ·Ï˘ ➀❹❸❽➄➀❸❻➂❹➂➀❹❽❹❽❽❷❽❽➂❺➆❸➀➉➀➂❹➂ø¯·˘Ó ÚÈ‚Ó˘Î ÌÈ˘ÂÚ ‰Ó ❹❹❻❸❾➀❸➂➆❹➀➆❻❹❹❷➀➀❶❹➅➂❷❻❸➃❷❽➆❸❽❷➂❸❹❻➂➁❽➂ ➁❹❻ ❹➈❸ ➀ ❹➆❼❹➂ ❹❼➀❻❸ ❹❽❸➂ ❸❹ ❽❶❸➀ ➃❹❶❸ ➀➆ ÔÂÏÁ˘ ¯ÂÎÊ➃❹➅➀➀❽❹❸➀➁❽➀❹➀➆➃❹❿➄➅➂➀➀❹❿❽➅❹❻❹❽❹❸ „ÚÂÓÓ ˙ÂÚ˘ ≤¥≠Ó ¯˙ÂÈ ‡Ï ÏÚ „ÓÂÚ ≠ ˙¯Â˘˜˙Ï ¯ÒÓ ˙¯·Ú‰Ï ˙Âӄʉ‰ ➀➆ ➀❿➅❸➀ ➉➀➂❹➂ ❜❽❹ ➁❹❹ ❽❽➂ ➆➄➂❸➀ ❽ ❛¯·˘Ó Ï˘ Â˙ˆÈ¯Ù ❾➀❽❽➄❸❹➂➆➂❸❼➀❻❹➂❸❼❽➀❹❽➀➆❾➀➃❽➃❹❸➁❽➀❻❽➄➂❿❹➂❿➆❹❸ ➃➀ ➁❽➅➄➂ ➃❹ ➀ ❤❷❷❹➂❸➀ ❾❷❸ ❽❹❸ ❹➀❽➆➈❸ ❸❼❽➀ ❹❽ ❹❽➀➆ ❸❹➁❽➂❽➄➀❸❽➆❸ ❹➈❽ ➂❸➂ ❹➆➈❹❽ ❷➆❽ ❽➀❸ ❸❸❺Ư·˘Ó ˙Ú· ˙È˙¯Â˘˜˙ ˙ÂÏÈÚ٠ωÈÏ ˙ÂÈÊÎ¯Ó ˙ÂˆÚ ❹❽❶➈❘ ➉➂ ❹❽❹ ❹❽❼❼ ➃❽❽➈ ➃❹❶❸ ❽❹❷ ❻ ➆❷❽➂ ❹❽➀➆ ➀➀ ❹➆❷❹➂➁❽❼➈➅❹➈➆❷❽➂❽➈❷❽➄❹❼➀❹❷➃❹➈➀❼❹❻❽➁❽❿❺➂➁❽❿➂❹❽❹❹❽❽ ➃❹❻❻➀❽❻➂➁❹❽❽❸❾❽➀❸❽➂❸❼➀❻❸➀❹❿❸➂❹❻❸➂➁❽➀❻➂➃❿❸◗➁❽➄❹❽➆ ❹➅➂➃❹❷➄❹❸➂❸❹➆❸❹❸❸❹❺❸❽➆❸❻❽❿❹❹❽❽❽❽➆➀➆❹❸❾❹➈❸❽❹❽❽❿ ➁❽➅➂ ➀ ➁➂❹➂ ➈➅➂ ❻ ➁❽➆❷❹❽ ❸➂ ➀❿ ➇❹❻➀ ❾❹ ➃❽ ❽➀❽➀❸ ➆❷❽➂❸ ➀❿ ❹❽❷❻❽ ➃❽➄❸➂❷➂❸❸➂➀➆❹❽➂➁➆❽❽❼➀➅❸❽❸❹❹❹➁❸❽➀➆❹❺❻❹➁❽❽❽➆ ❞❷➂❸❽➄➈➀❹❻❘➁❽❼❼❹➈❽❸➁❽➂➀➆❽❶➀❹➄➁❹➀❼➀❻❹➂➃➈❹❷❹❹➀ ❻❷❻➇➀❹❸❽❷➂➀➛➛❸❹❶➃❽✈✈➂➀◗➂❸❽❶❸➀➀❹❿❽❸➆❼❹➂➆❷❽➂❹❿❺ ❹➄❿ ❹❻❽➈ ➀ ❽❽➂ ❸❹❻ ➆❸ ❻❹ ❹ ➀➆ ❹➂ ❽❼➀❻❸ ❸❽❸ ❽❹ ❽❶➄ ❸❽❸ ➃❹❻❻➁❷❽❽❻➃❷❹➀❽❸➃❹➅➆➁❷➆❽❽➀❸➂❹❹❶➀➀➁❽❿❷➃➄❿❸❶❷❹ ◗❹❶➆❸❾❹❞❸➀➃❹❿❷➅➆❿❻❹❽➂❸❻❿❸➁❽➀❞❹➀❶➅❸➃➂❺❘➀❸❾❽➀❸
˙¯Â˘˜˙
❽➄❼❽❼❸ ➀ C ❸➀❸ ❽➅➀ ➉➈ ❽➂❺❽ ➅❹ White Star Line➃➀❸ ❿❹❿❸ ❹ ❻ ❽➄ ❺➂ ÆÈ˙ÙÂÚ˙ ÔÂÒ‡ ➃❹➅❸➂➀❽❶❸➀❹❽❹❻➀❹➂➁❽❿❷➀❹➅❽➄❹❻❹❹➂➀❹➈➀❹➆❹❼➀❹❽❹❻❹➀➂❹❹❽❷❹➆➂ ❹❽❹❻➂❼➄❹ ❽➈❹➆➃❹➅➀❹➄❹❸❹➆❸ ➁❽➂➀❹❸❽➄➀❽➆❹➂❽➄❿❹➀➀➁❹❽❿➀❹➆➈➀❹➀❹❿❽➃➄❽❸➈❹➆❹❻❽❹➆ ❸❻❸➀❸❽❹❼➅❽❸❘❽➀➀❿➆❷❽➂❹➀❽➆❸➀➃❽➄➆❷❽➂❸❽➀❸➄➂❽❷❽➃❽❹➀❹❸➈❹➆❸❻➀➆❽❹❸❶❷❸❿ ➀❸❻➁❽❹❻➀➃❿➂❻➀❹❹➄❹❸❹❻➈➂➀❹➆❶❷❸❸➂➂❽❽❻◗❹❻❽❼❷❹➁❽❹➂❹➀❻➅❹❼➂❸❸➄➂ ❽❹❻➂ ➃❹➅ ❸➂ ❽➄➅❸ ❺➄ ❹➆➂➂❸ ❹❸ ❽➆➂ ❸❹❶❸➄❸ ➀➆ ➇❹ ❸❻➈➂❸❽➄ ❸❹➄ ❾❷ ❸➀➈❽❼ ❽➅❼➀➆➁➂❽➆➉➆❹❹❽❸➀➁❽❽❶❸➁❸❽❿➀❸➄➆➂➃➂➉➂❸➀❸➄❹❻➀➆➆❹❸➀➁❽➆❶➈➄❸❹❻➈➂❽➄➅❽❼❸➀❸❻❸ ❸➈❹➆❹❻➉➀➂❹➂❹➀❽➆➈➀❿➆❹❽➅❽❹❹➁❽❸➀❸❹❻➁❽➈➅❽➄❸➀➁❽❽❽➁❽➈❻➀❹➄➀❹➈❽❼❽➄➆❸➀❹➃❹❿❺ ❹❿➀❸❾❿➀❽➃❹➅➀❹➈❽❼❸➀❿❸➈❹➆❻➁➆➈➀❿❹❻➀❽❼➄❹❹➀➀➁❹❻❸❿❽➂❹❿➆➂❽❽➄❸➀❹➆➈❸➄➈ ❹➀❹❿➇➄➆❸➀❹❼❸➁❸➀➆❹❽➀❽➀ Mananging a Crisis/ Bill Sweetman/ Airtransport World, May 2000, vol 37, iss 5, pg 71
➂❸❽➈❷➆❹➂➂❹➆❷➆❾❹❽❹❸❾❽➀❸❸❽➄❺❸➀➃❹❶❸➀➆➁❽➅❹❶❸❽ Æ˙Âӄʉ ÔÂÏÁ ❛
Crisis communication by the book/ D. Shearlean, L. Masland/ Public Relations Quarterly, Fall 2002, vol 47, iss 3, pg 30 Be prepared: Communicating in a crisis/ William Wyatt/ State Legislature, Apr 2002, vol 28, iss 4, pg 31 ❜
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❜❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❺➆❸❹❾➀❻➂➁❶❻➀❶❷❻➂❹➉❻➀➁❽❹➂➁❽➄➃❽❸❸❸❹➄➂❹➃➂❸ ➀❽➅➈➀➂❸➀➆❸❹➆➂➀❸➄❹❽❹❻❸❾➀❸➂❷➆➁❽❻ ➙❹❷❹➆❸➀❿➃❹➀❹❽❷➆❷❹❽❾➄❽➙➂➃❹➀øÌȯÓ‡ ‰Ó ¨¯·„Ï ÌÈÏÈÁ˙Ó ➃❿❷➆➀❸➂❹❷❹➆❶❽❸➀❹➆❼➀➀❹❸❷➆❽❸➆❷❹❽➃❿❸❹❷❹➆❸➃❸➂❸❸➃❿➂❻➀ ❾❽➁➀➄❸❹➆❼❸❷❹øÌȯÓ‡ ‰Ó ˙ÂÚË ‰˘Ú Ô‚¯‡‰ ̇➂❸❹➆➀❹➁➀❹❿ ❹➈➀ ➄➂➀➆ ❼❹➄➀ ❾➄❹❹❿ ➁❽❷➆ ➂❸➂ ❾➄❹ ❹➆❽ ➅❹❻❹ ❾❺❿ ❸❸ ➀➀❹❻❽➀➆❹❸❷❹❹➀❽❷❿➀❽➆➈➁❹➁❽➆➂❸❹❽❸❽❸➂➅❸❹➀❽➆❽❹❹❽❸➂❸❽➆❸ ❹➆❸❸❸➂➁❿❽➂➀➆➁❸➀❸❷❹❷➆❽❽➀❸➃❿❷➆➀❹❾❽➂❸➀❾➄❹❹❿❷❽❿➃❽❽❹ ˙ÂÏÈÚÙÏ ÌÈÁÓ ÌȘ ➃❹➈➀ ❽❷❽➀ ➆❽❶❽ ➂❸ ❷➆ ➁❹❻❸ ➁❽❿❽➆➂ ➁ ❸➂❿❹ ➃❹❻❹➀➂❸➉❹➈➂❹➆ ❾❹➁➄❿❷➆➀❽➁❽❷❹➆ øÌÈ¢ „ÚÈ Èω˜ ÏÂÓ ˙È˙¯Â˘˜˙ ➀➁❽➆❽➂❸❻➁➄❹➂❺❻❹➁❽❻❹➀➂❹❿❽➆❸❽❸❽➀❸❼❽➀➂❸❸❹❻➁❸➀ ➇❼❹➁➄❿❷➆➀❻❽❼❹❸❹❸➂➁❸➀➂➂❼➀❹❸➀❸➄❸❸❸❹❻➁❸➀➃➁❹❸➂ ➀❿ ➀➆ ❽❽ ➁❸❽➀ ❸➀ ➃❹❶ ❽❿ ➁❹❶ ➀➆ ❹➄❹❸ ❹❻➈➂ ➂❸ ➇❹➀❻ ❷➆ ❻❸➈❷➀➁❽❹❷❸
ÌÈ„·ÂÚ‰ ÌÚ ≠ ¯·˘Ó ÔÓÊ· ˙¯Â˘˜˙ ≠ ÈÚÈ·¯ ·Ï˘ Æ˙È˘È‡‰ ÌË·Ó ˙„Â˜Ó Ô‚¯‡· ¯·„ ÏÎ ÏÚ ÌÈÏÎ˙ÒÓ ÌÈ„·ÂÚ‰ ➁❽➄❿❷❹➆➂❹❽❸➀❹❿❺❸❹❻❽❹❹❸➁❸❹➀➆❹❻➁❸➀❽ ➁❷❹➆➁❽❷❹➂➂➁❸❷❹❹➀❹❽➈❽➀❸➄➀❹❻➁❽➆❷❹❽➂❹ ➃❹❻❼❹❹❸➀❸➀❸❹❻➀➆❹➂➀❹❹❶❷❹❹❻❹❻❷➀ ➃❹❶❸➀❹❽➁❽❺❻❸❽❸❽➀➆❹❽❸➀➁❽➀❹❿❽➁❽❷❹➆❸ ➁❽❷❹➆➀ ➁❽❷➀❽➀ ❹➂❿ ➂ ❾➀❸➂ ❹❽ ➁❽➂❸ ❹❽❽❹ ❹ ➃❹❻➈➀➉➀➂❹➂➆➄➂➈❹❿❸❹❿➁➂❹❾❽➆➂❹➁❸➀❶❹❷❸❸❹❻❸❸❹❻ ❽➀➀❹❻➂➂❽➄➈➀➁➀❹❼ ÌÁÂω ˙ÓÎÁ ➃❹❻❻❾❹❻❹❹❼➀➃❹❿❺➁❸➀ ¨ÌÈÚ¯‚ ÌÈÏÈÈÁ Ôȇßß ßßÆÌÈÚ¯‚ ÌÈȈ˜ ˜¯ ˘È ➀❹➃❹❹❿➂❺➄➀➆❽❶➈➃❹❶➀❿❽❿ Napoleon, 1769-1821 ❷❹➆ ❹ ➆➀ ❷❹➆ ❷➂ ➃❹❹❿➂ ❸❹❹❸ ➀❿➀❹➆❽❶❽➁❽❽❽➆➁❽➅➂❷❶❸❹➁❽❷❹➆❽❹❹❻➀➈ ÆÌÈ„·ÂÚ ÏÂÓ È˙¯Â˘˜˙‰ ‰„·ډ ÍÈω˙ ➂➀➆➁➂❽➆❹➂➅➂❸➆❸➀❹❽❹❼❸❽➀❿❸❻➀❽➆❽❹➁❽➂❹❷❸➄➂❸❹ ❸❹ ❽❽❸ ❽➈❿ ➁❸❽➀ ➅❻❽❽ ➃➂❺ ❹ ❹❷❻❸ ➀➆ ➁❽➆❷❹❽➂ ➁➀❹❿ ❷❹❹ ❸➆❹❹ ➁❹❽❺❿➂❸❹❼➀❻❸➀❹❽❸➁❽➂❹❶➅❸❹➄❽❶❸❹❹❻❽➈➁➂❽➆❾❽➀❹➅❻❽❽❽ ➀➆❺❽❿➂❸➁➁❸➃❹❷➀➈❽❸➂➀➅❸➁❽❶❹❹➅➂➁❸➁❽➄❹➄➆❷➀➁❽➂➁❽❷❹➆❸
ÌÈ„·ÂÚ ÌÚ ˙¯Â˘˜˙
Dealing with the chaos of crisis/ Barton Goldsmith/ Women in Business, Nov-Dec 2001, vol 53, iss 6, pg 36 ❷❸ ❸❻➂ ➁❹❶➀ ➇❼❸➀❹ ➃❹❶❸ ❹❺➆➀ ❷➂❹➆❸ ❽❿ ➀❸➄➂ ➀➆ ❸➆❽❷❽ ➀➂❿ ƯÈη Ï‰Ó ˙¯ËÙ˙‰ ¯·˘Ó ➁❽➄❽❽➄❹➆➂❽➈❽➀❻➁❹➂➀➁❽❹➆❹❷❻❸❷❹➆➁❹➂➂➁❽❹➈❸➁❽➄❸❸❸❻❽❹❽❾❹➆➀❹➆➀➀✈✈❿➄➂❸➀➆➃❹❸ ❽❹❹➀❽➆➈➀❸➄➀➀✈✈❿➄➂❸➀➆➃❹❶❹➆❹➂➈❸➆❹➄➂➀❽❷❿➁❽❷❹➆❸➆❷❽❽➀❽❽➄➀❸➀❻❸➁❽➈ ➅➆❿❽❶➂➆➄➂❸➀➃❹❶➀❹➂❹➀➆❹➀❹❷❹❸➀❽❹❽➈➀➆➆➆❸❹❹➈❸➀❸➄➂➀❸❻➀❸❽➀❹❻❽❾❹❽➄❹❶➉❹❻❹➁❽➄➈ ❽❺❿➂❸➅➂❸❸❽➈❸❹➂➀❽❽❹❺❻➄➃❹❶❸❷➆❽❸❽➀❸➀❿➀❽❸❸➀❹❻❹❷❶➄❽❼➈➂❸➆❽❶❸➂❹❸➄❽❼❹ ❷❹❹➀❽➁➆❷❹❹❻➀➀❹➁❽❷❹➆❸➁➆➉➆❽❽❸➀❽❽➈❽➀❻➀❸➄➂❽❹➄❽➂➁❽➂❽➄➈➀❾➀❸➂➀❿❹❽❿➂❸➀❽❹❻➂➃❹❶❸ ➀❻❸❽❹❽❹❿➂➅❸➆➂ When an executive defects/ Anurag Sharma, Idalene F. Kesner/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2 Speakers library of business stories and anecdotes/ J. Griffith/ Prentice Hall, 1990/ ISBN 0-13-826983-1/ pg 188
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❹❽➁❸➀➈❻➂➄❹❿➂❾❿➀➆➆❽❷❹➀➆➈➂❽❶➅❹➁❽❷❹➆❽❹❼❽➈❸❸➆❷❹❸ ➀➁❸➀➆❹❽➅❸❶❷➆❽❸➀❹❹➆❸➀❹❹❶➆❽❸➀❹➀➀❹➀❻❹➄➂❷❺❸➂ ❾➄❹❹❿ ❽❿ ➁❸➀ ➂ ❹❹❸ ❷❹➆ ➀➆ ❸❷❹ ❹➂❹ ❹❹❽❻ ➅❸ ❹❽➀➂ ➃❹➂❿ ❹➀ ❸➈ ❻❽➄❸➀❽➅➂➃➂❺➁❽➄❿❷❹➆➂➁❽❷❹➆❺❸➆❹❹➆❹➂❸❾➀❸➂➀➆➁❹➃❿❷➆➀❾❽➂❸➀ ➁❽➀❽❹➂➁❽❽❿❸➁❽➀❸➄➂❸❽❿❹➄❽➂❽❞➂❸➀➆❹➆❹➂➈❸➂❹➆➄➂❽❞➃❹❶❸❷➂➆❹❿➂❽ ❞❽➂❹❽➂❹❽ ➈❼❹ ❸❷❹➆ ❹❷➂❽ ❞❷➆❽❸ ❽➀❸➀ ➁❽❽❽➆ ➁❽➅➂ ❹❺❻❽ ❞❹➀❽➆❽❸ ❽ ➁❽➆❹ ÌÚ ¯˘˜˙Ï Ô˙È ÌÈÏÎ Âχ ˙ÂÚˆÓ‡· ➁❽❻➁❽❷❹➆❹➁❽➈➅❹❻❹➀➀❹➂❽❹❽❻❸❷➂➆➀➆❹➂❽ ❻❹➀ ❸➆❷❹❸ ❶➅➂ ❷❻➀➆❷❻ ❹❽❶➈❹ ❸➀❻➂ ❹❽❽ ❹❹ ❹❽❽ ❾➀❸➂ øÌÈ„·ÂÚ‰ ❹❹❹❹➀➇❷❸❽❸❿➂❿❺➂Intranet❽➂❽➄➈❽➄❹❼➀❹❷❹❹➆❷❹➂ ➁➄❽❻➃❹➈➀❼❹➃❹➈➀❼❹❻❽❹➆➂ ❹❿➂❹➀➀➁❽❻➈➅➄FAQ/ Frequently Asked Questions ➈❽❽❼❹❷❽❹❹❶➂❹◗❛ ❘
ÌÈÙÒ „ÚÈ Èω˜Â ˙ÂÁÂ˜Ï ÌÚ ≠ ¯·˘Ó ÔÓÊ· ˙¯Â˘˜˙ ≠ ÈÚÈ·¯ ·Ï˘ ➀➆ ❹❷➂➀❽ ➁ øÔ‚¯‡· ‰ÈÚ· ‰¯¯ÂÚ˙‰ ÈÎ ˙ÂÁÂ˜Ï ÌÈ΄ÚÓ È˙Ó ➁❽❼➈ ø¯È·Ú‰Ï ˘È ÌȯÒÓ Âχ❷➁❸➀➈➅➀➁➁❶➂❸ ➂❸❸❹❻➃❹❶❸➀➆❹➆➈❸❸❹➆❸❸❽➆❸❷❽❿➂❸➀➆ ➁❸❹❶❷❹❹➀➃❹❷➀➁❽❽❶➄❹❽❸➀❹➄❹❿➄❸❸❼❽➀➂➄ ➁➄❿❷➆❹❻❽➀❷❹❹➀➄➂➀➆➁❽❼➄➄❸➁❽❷➆❸➁❽➀➆➂ ➁❿❽➂❹ ➁❹➄➂➄ ➀➆ ❾❿❹❸ ❽❹➆➂➂ ❸➄❽ ➂❸ ❸➂ ❸➆❽❹❻❹➀❸❻❹➀❽➈❷❻❹❽➂➀➂❹❽➄➆❸➀❽➁➀❻➀❸➀❹➆➈➀❸❽➇❹➅➀❹➁❽❿➂➂❸ ❹❽ ❹❽➅❸ ❞❸❽➆❸➂ ❹➆➈❹❽ ❹❽➅❸ ❞➁❽➅➆ ➇❽❸ ➁❽❸ ➁❽❻➄➂❸ ➁❽❹❹❸ ❽➈➀➆ ❹❽➄➆❽ ❹❽➅❸ ❞➂❸➂ ➆➈❹❸ ❽❿❸ ❹➀ ❸❽❸ ➂ ❞❸❹❶ ➀➀ ❸❽❷➂❸➂ ➁❸❽➀ ❸❻❸➀➆❹❽❹➆❽❽➃❽➈❽➀❻➀❹❸❿❽➂ ❹➆➂➃❹➈➀❼❹❻❽❹❽❽❹❽❶➈❶➅➂ ø˙ÂÁÂ˜Ï ÌÚ ¯˘˜˙Ï Ô˙È ÌÈÏÎ Âχ ˙ÂÚˆÓ‡· ➃❹➈➀❼❹➁❽❿➂❹❹❹❹➀❽➈❷➆❷❽➂❽➈❷❽➄❹❼➀❹❷❼➄❼➄❽❹➆❷❹➂❹❻❹➀ ➁❽➅➂❺❻➂❸➀➆❹❽❸➂➁❹➃❿❷➆ Æ˙ÂÁÂ˜Ï ÏÂÓ ˙È˙¯Â˘˜˙ ˙ÂÏÈÚ٠ωÈÏ ˙ÂˆÚ ➁❹❽❻ ❸❹ ➁❷❽➀➆ ➀➄ ❸ ❹➀➀ ❼❽❸ ❸ ❾❽➈❹ ❹❽❸➀ ➁❽➀❹❿❽ ➁❸➂ ❽➂ ❸❸❺ ➁❽❽❽➆ ➀➈❼➀❻❽❼❹❸❶❷➆❽❹❽➀➀➃❽➂❸❸❹❸➂➂❸❹➂➀❻❹➀➁❹➄❿❹❹❽❽ ❷❽❿❹➁❽❽❽➆➁❽➅➂➁❽➆❷❹❽❾❽❹❻❹➀➁➆➆❶➂➁❽❸❹❹❸❽➄➀❿❷❹❹❹➄❽❸❽❶❹➅ ➁❺❻❹➁❽❽➅❸➂❸➁❽❽❹❽❻➁❽➆❹❽❹➆➂❻❽❿❹❹❹➆➂❸❹➀➀➆❽❸➀➁❸❽➀➆ ❽❶❹➀❽➆➈➀
˙ÂÁÂ˜Ï ÌÚ ˙¯Â˘˜˙
➃❹❻❼ ➆❽❸➀ ❞➁❽ ➀❘ ➃❹❶ ❻➈➂ ❽➄ ➀ ➁❹❻❿❹➄ ❽➀ ❹❻ ➆❹❸ ❽❻ ÆÌÈ„·ÂÚ È¯ÂËÈÙ ÍÈω ÏÂ‰È ❼➀❻❸❽❹❻➂❷➂➆❸➂❽➅❸➀◗➁❹❽❹❻➂➀➇❹➅➀❞❽➀❹❸❽➄❸❹❹❸➂➀❻❹❽❸➀❹❿❽➂❽➁❸➃❹❹➁❷❹➈❽➃❹➂❹ ❽❷❿◗➁❸❽❹➄❹➀❸❸❘❹❹❸❽➄➀❿➁➆❽➄❹❹❽❿❹❷❹➀❸➄➀❸➄❽➀❸➂➀❹❽❹❻➂❹❽❹➄❽➀❹❽➅❸➃❽❹❼❽➈❸ ➁❽❿❹➂❸➁❽➄❸➃❷❹➁❽❷❹➆❸➀❹➂❹❷❷❸➀❽❽➃❹❿➄➀❸❹➄➂❹➄➄❽❾❽➀❸➃❹➂❽❽➄❹➁❽➈➅❹➄➃❽❹❼❽➈➂❷❻➈➀❼➀ ❹❻➂❹❹❹❽❹➀➂❽➀➂❽➄❽➂❸❷❹➆➉➂➂❹❹❽ After the layoffs, what next?/ Suzy Wetlaufer/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❾❹ ➉❹➈➀ ➁❽➀❹❿❽ ❸❿➀❸❿ ❹➄❹❸ ➀ ❹➄❹❹❿ ➁❽❽❹➀ ➁❽➆❹❽ ❽❹❻ ➀ ❹➀❽➆➈ ❹❽ Æ˯ÂÙÒ‰ ˜ÂÂÈ˘ ÛÚ· Ìȯ·˘Ó ➁❽❹❽❶➁❽❷❽➅➈➂➁❽❻➄➂❽❽➂❷➆❽❸❽➀❸❹➆➂➁❽❽❸❹❹❹➄❹➈❽❸➆➁❽❽❹➆➂➂➁❽➆❹➀➀❽➄❼❹➈❹❽➄ ➁❽➄❿➀❹❽❹➈❹❹❶❤❸❽➆❸➀❹➄❹❹➀➂➀➆❹❼➀❸❽❺❿➂❽❿➂❸❹❹❸➂❸❹❶❸❹❽❸➂➁❽➀➄❹ ➁❽❽❿➂➁❽❿❹➁❽❿❹➆❤❹➆➂➂❸❽❹❷❻❸❸❽❷➂❸❽➂❹❻➀❿❽❷❽➀➆❸➅❹❿➂❸➇➄➆❤❹❽❽❼➄❼➀➁❹❽❻❹❽➄❿❹❤➁❽❽❺❿➂ ➁❽➄❿❽➄➈➀➄❸➀❤➂➂❸❽❽❹❽➂➆➂❹❹❽➆❹➂❹➀❶❽❸➀➁❽➀❹❿❽❹❷❹➂❽➀➃➂❺➀➁❽❹❺➀❹❸❹❹➂❸❼❽❸ ❸➂❶❹❷➀➁➄❽❻➅❽❼❿➇➅❹➂❾➆❽➄➆➂❸➃❹➈➆❽❸➀❹❹❽➈➅➀❿➁➆❷❷❹➂❸➀➁❽➀➄
Recovery strategies for sports marketers/ Rick Burton, Dennis Howard/ Marketing Management, April 01, 2000
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❤❸❽❷➂❸❹❹❻❹➀❸➁❽❷❹➆❸➂➉❹❻ ¨Ô‚¯‡‰ ˙Áψ‰Ï ÌÈ·Â˘Á‰ StakeholdersØÔÈÈÚ‰ ÈÏÚ· ̉ÈÓ ❽❶❽❸➄➂➁❽❽➅➆➁❽❶❽❸➄➂➀➂➂❽➂❹❶❹❻❽➂❹❶➁❽❼➅❽➀➄❹❽➄➂❽➀➆➁❽➀❸➄➂❹➆❹➂❽❻ ❷➆❽❸❽➀❸➀➆➆❽➈❸➀❾➀➆❽❽➅➀➁❽➀❹❿❽➁❸❏➁❹❻❿➀➁➀❹➆➀➁❽❷❹➆❽➄❹❶❽➄❸➀❽❸ ❹➆❽❶❽❽➄➈➀➁❷❸➁❽❷❹❽❸➂➁❸❽➀➆❽❶❸➀❹➀❽➆❽❸➁❽❿❷❸➂➃❻➁❽❽❽➆❸ ❷❹➄ ➀➀ ❻ ❹➂➂ ➂❸ ➀➆ ❹❷➂➀❽ ➀ ➄➂➀➆ ❹❽❽ ➁❽ ➁➂➆ ❹➄➅➂➀ ❹➀➀❹➀❹➄➂❷❺❸❸➁❸➀➈❾❽➀❹➅❻❽❽❽❸❹❽❽❸❽➈❿➁❸❽➀➅❻❽❽❸❾❼➂ ➁❿❽➂❹➁❺➆❹❸➀❹➆➈➀❸❽➁❸➀➃❹➂➀❹
‰È„Ó‰ ÌÚ ≠ ¯·˘Ó ÔÓÊ· ˙¯Â˘˜˙ ≠ ÈÚÈ·¯ ·Ï˘ ˙ÂÈÎÂ˙ ÈÁ¯‡Ó ¨‰ÈÊÈÂÂÏË È˙ˆ ¨ÌÈÓψ ¨ÌÈίÂÚ ¨ÌȇÂ˙ÈÚ ø̉ÈÓ ➀❼➀➀❹❿❽➁❸➀❻❹❹❽❷❸Æ˯Ëȇ· ÌÈ·È‚Ó ¨ÂÈ„¯ Èӯ‚ ¨Á¯ȇ ➁❽➀➆❽❽➅➂➂➀❸➂❽➂❸➄❿❸❸❽➆➁❽➆❸➀❹ ❽➅❻❽❷➂➀❹❽❹❽❺➆❸➀❷❹➂❹❻❹➀❹❸❽➄➁❽➄❹❸ ➀❽❹❸➀ ❸➀❹❿❽ ❸➂❸ ➀❿ ø‰È„Ó‰ È·‚Ï ÔÈ·‰Ï ·Â˘Á ‰Ó ❹❽ ➁❸ ❷➀ ❹❽➄❿❷➆ ❹❷❻ ➁❽➈❻➂ ➁❸ ➁❷❽➂ ❹➄❽❽➄➆❸ ❽➀❶➀ ❽❹➂❸➁➁❽➄❻❹➁❸❻❸❹❽➀➆❷❽➂❽➆❸➀➁❽➄❹❸❹❽❸➀➁❽❹❹➁❽❽❹❻❷❹➂ ➆➂➄❸➁❸❤➃➂❺➁❸❽❹➀➀❽➂❸➁❸➁❽❽❿➂➈➅➂➅❽➅➀➆❽❹❷❻❽❹➅❽❿➀ ➁❽❿❹➆❸➂❹➁❽➄❹❽➆❸➂➁❽➀❤➁❸❽❹➁➆❸➀❹➆➈➇➂❸➁❸❤❷❻➈➄❹➃➄❹❶➂❹➃❽➂ ➁❸➁❶❺❹➂➀➁❽❽❼❽➀❹➈❹➁❽❽➅➆❻❹❿❹❸➆➈❸❹❷➂➆➁❽❽❹➂❸➁❽➂❹❶❽➈➀❿❽➄❷❻➅❻❽ ➃➂❺❹❹➄➀➃➂❺❻❹➀❹❼➁➁❽❻❷➆❽❽➀❸➀❸➂❹❷➃❹❶➀❹❼❸➁❸➂➁❽➆➈❹➂ ❻❹➀ ❸ ➁❸ ❤❸➂❶➄ ❷❽❿ ❸❽➆❸ ❹➆➂➂ ❹➀➂ ➃❽➂ ❸ ➁ ➁❽❷❹❹➂ ➁❸ ❷➀ ➁❽❽❿➂➁❸❹❽➀➂➃❹➂❿❻❽➄➀❤❸➆➈❹❸❹➄❽❸➆❹➄➂➀➄➂➀➆❹➆➀❾❽➀➆❸➂❤❹❽❻ ❸❽❷➂❸❿❽➂➀➀➂❻➄➀❽➈❽➀❽❿❹❿❺➀❹❻➀➆❹➈❸❹➇➄➆❸❹❾➀➃❹❶❸ ➁➆➈ ➀❿ ❷❽➅➈➂ ❸ ❽❹❷❻❸ ÌÁÂω ˙ÓÎÁ ❽❹➀❿➁❸❽➀➅❻❽❽➂❸ ÌÈ˙ ÌÏÂ΢ ¯‡Â˙‰ Ì˘ ¨ÔÂÈÒßß ßßÆ̉È˙ÂÈÂÚËÏ ‰È„Ó‰ ÌÚ ‰„·ڷ ˙¯˜Ú ¯ÙÒÓ Oscar Wilde, 1854-1900 ➀❿ ➀ ➅❻❽❽❸ ø¯·˘Ó ˙Ú· ❸ ❾❽➀ ❹➅❻❽❽❽ ❸❹ ❽❽❸ ❽➈❿ ➀➆❿❹❿❿ ➀❹ ❽❹❿ ➀ ❷❹❿➂ ❽➂➆ ➀❿ ❽➄❹❽➆ ➀❿ ➀➂ ❹❸ ❽➀❿ ➀ ➁❽➄➂❺ ❹❻❹➀➀ ❽❶ ❸❽❸ ❽❹❸ ❷❹❿❹ ➃➂❺ ➃❹➈➀❼ ➁❸❽❹❽➄➈➀ ➁❸➀❹❺➆❹❹❹➁❸❽➀➆❹❺❻❹➁❽❽❿➂❸❽➂❻➀➁❽❽❽➆➁❽➅➂➀❶❸❸❻❼❸❹❹❽❽❻❸ ➀❿➇❹❻➀➆❹➈❹➇➄➆❸❹◗➁❽❹❽➁❽❹➂❹➀❽➆➈❘❹❹➅❽➆➁❹❻➃❹❶❸➃❽❸➀➁❸❽➀➆➀❸❹ ➀✈✈ ❺ ❹➂ ❸❹❸ ➆❷❹❽ ➀ ❸ ➁ ❹➂➀ ❸➅➄ ➀ ❻ ❹➂➂ ❹❶❽❽ ➆❷❽➂ ➈ ➛➛❸➄❹➀❸❹➀❹➄➈➅❸➀✈✈ ➀➛➛➄❿ ➛➛❸❹❶➃❽✈✈ ❹➂❿ ❸➆❹❶ ❸❽➂ ❸➄❽❸➛➛❼❹❼❽➀ ❹➀➀➆➁❽❺❹❻➁❸❿❻➂❹❽➄➀➅❸❽❸❸❿➀➆➂❹❻❹➀➀❹❹❽➁➆❻❻❹➀
‰È„Ó‰ ÌÚ ˙¯Â˘˜˙
Crisis communication and the web/ Bill Adams/ Public Relations Quarterly, Winter 2000. vol 45, iss 4, pg 7 Responding to the media during a crisis: What you say and when you say it/ William C. Adams/ Public Relations Quarterly, Spr 2000, vol 45, iss 1, pg 26; Working with the media/ Keith Reid/ National Petroleum News, Jan 2001, vol 93, iss 1, pg 56; When you are the headline: A guide to understanding crisis management/ David Jiminez/ Franchising World, Apr 2001, vol 33, iss 3, pg 54; Run!: That’s not the crisis communications plan you need/ Arther W. Samansky/ Public Relations Quarterly, Fall 2002, vol 47, iss 3, pg 25 Media policy - what media policy?/ Sandi Sonnenfeld/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➀❽❽❸❽❸❹❸➂❹➆➃❸❛❷➀❽➅➈❸➀❽➂➆❷➂❹❸❸➂➃❽❸➀❹❻❽➀❸➀❹❻➂ ➅➄❼➅❽❷ ➀➆ ❹➂ ➁❸➂ ❷❻➈➂ ❹ ➁❽❹➂ ❽➂❿ ❶❸➄ ➀ ❹➂❽➆ ❹ ➁❺❽➄❹❶❽❼➄ ❽❽➂ ➆➄➂❸ ➀➆➁❽❽➀➁➀❹➆➀❸➂❹➅➈❽➄➈➀❸❿❸➀➆❹➆➀❹❿❺❾❹➆➂❹❽➄❹❽➆➂➀❹❽❿ ❹➄❽❹❹➁➅➈➀❾➄❹❹❿❹❸❽❷➂➃❹❶❸➀➆❽❹❽❻❽❹❷❻❽❹➅❽❿➃❽➀❾❹➆❹❽➄❹❽➆ ‰È„Ó‰Ó È‡¯ ÒÁÈ ˙Ï·˜ ÁÈË·‰Ï ˙Ó ÏÚ ¨Ú¯‡‰ ÈÙÏ ˙¢ÚÏ ¯˘Ù‡ ‰Ó ➁❽❽❺❿➂➁❽❿❹➆❹➁❽➄❹❽➆➁➆❸➄❽➁❽➅❻❽❿➆➂❻➈ ø¯·˘Ó ȯÁ‡ ‡ ˙Ú· ➀❿➀➆❽❶❾➀➃❹❶❸❹➇➄➆❸❽❹➅❽❿➀➆➁❽➄❹➂➂❸➁❽➄❹❽➆➁➆❶➈❽❸❹❿❸ ➀➃➂❺➁❽➄❹➈➀❼❺❻❸❘❽❶➄❹❽❸❽❸➃➂❺❹❹❽➆❹➂➁❸❽❹ ➃❶➁❽➄❹❸❸❽❷➂❸❽❹➆➀➆➈❷➆❹➂➄❹❿➂❷➂➀◗❹❸➂➀❿❸➂❹ ➁❽❽➀❽❸➁❽❼❽❽❹➈➇❹❸❽❸❹➁❽➆❹➀➆❹➅❻❻➁❽❽❺❿➂❹❽➄➁➆❹➄❹❽➀➛➛❿➄➂➀ ❶❽❽ ❽➂ ➂ ❷❶❸ø˙ˆÏÓÂÓ ‰Î‰ ˙ÂÏÂÚÙ Âχ ❽➂❹➂❸ ❹❸ ➁➆ ➁❽❽❹➂❸ ❹❿➆➂❹❽➆➂➀❽➄❿❷➆❸➂❽➃❿❸❹❽❹❹➆➈❹❸❹❾❹❷❹❻❽➃❹❶❸ ➃❿❸➉❽➈❸➀❸➆❷❽➂❽➈❷❹❼❹❽❼➃❿❸◗❽➄❹❼➀❹❷➅➈➃❹➈➀❼❹❿➁❘➁❽➄❹❽➆❹ ➃❸❹ ➃❿❹ ➃❸ ❹❷ ➃➂ ➁❽➄❹❽➆ ❽❷❽➀➆ ❹➀➆❹❽ ❹❹ ❹❽❶ ❹➀➀ ❹❽➈ ❹❹❶ ➁❽➄❹➂❸❹➀❸❽➄❿❼ ❼❽➄❹➂❹❹➄❹❽➆➀❸➆❷❹❸ø‰È„Ó‰ È˘‡ ÌÚ ¯˘˜˙Ï Ô˙È ÌÈÏÎ Âχ ˙ÂÚˆÓ‡· ❽❿❹➆➀➁❽❹❽❸❽❷➂➀❾❽❷❹➁❽➄❹❽➆❹❽➅➂❷❻➀➆❷❻❽❽ ❸❽❷➂❹❽➅❹➀➆❽➈❷❹❹❹❹➀❽➈❷❸❷➂➆❹❽❽➄➁❽➄❹❽➆❸ ➁❽➂➂➁❽❽❹❹➄❹❽❽➄❹❼➀❹❷❹❷❽❹❹❼➀➃❽❽❹➀❹➆➂ ➂❸➁❸➙ ÆÂÏÚÈ ˙¯Â˘˜˙ È˘‡˘ ˙Âχ˘‰ ❿➆➂➀ ➁❽❿➂ ❹➀ ❹➄➄❽➁➁❶➂❸❽❶➀❸❹➆➃❹❶❸❸➂➙➙❤➀➁❽➆❷❹❽➁❷❽❿➀➁❹➃❹❶❸➂❹❸ ➙❤❺➂❸➆❸➂❹➂❸➀➆❸➄❹➀❷➂➀➃❹❶❸❽➂➙➙❤➃❿➁❸❹➆❹❸➂❷❻❹❽➂❹❹➂ ➆❹➄➂➀➄➂➀➆➃❹❶❸❼➄➁❽➆➂❹➀❽❹❽❸➁❹➂➀➁❽➂❽❷➂❸❸❺❽➄➂❽➅❹❽❸➁❸➙ ➙❤❾❿➀❸❽➅❸❸➂➆➄➂❽➆➂❼➄➀➃❹❶❸❹❹❹➀❸❸❺❽➄➂❽➅➁➙➙❤❹❹❻❸ ➀❹➆➈ ➀❸➄➂ ➀➛➛❿➄➂❸ ➁❽➀❸➄➂❸ ➆❹➂ ❹❽ øÔ‚¯‡ ¯·Â„ ˙ÂÈ‰Ï ÏÂÎÈ ÈÓ ➉➆❹❽❹❽❽➅❻❽❽❽❽➅❽➈❽➂❽❿➅❷➄❸➂➀➆➈➂➀❸➄➂➀➛➛❿➄➂➅❽ ❹❸❽➂ ❹➂❽❽❸ ❹❽➅➄ ➃❹❶➀ ➁❽➂❸ ❹❷❸ ❹❸❽➂ ➀❹➀ ➉➀➂❹➂ ❽❼➈➂ ÌÈÈÈÙ‡Ó‰ Ì‰Ó ❹❷➇❽➀❻❸➀❽❷❿➁➃❹❻➀❽➃➂❺❷❹➄➀❿❹❽❿❹➂❸ ➆❷❽➂❹❽❸➂❼❹➀➀➀❹❿❽ ø¯·Â„ ˙ÂÈ‰Ï Ìȇ˙Ó ÈΉ ÈÓ ÌÈÎȯÚÓ Ì‰ÈÙ≠ÏÚ ➆❸ ❸❸ ❽❹❽❿ ➁❽➅➈➄ ❹➄❽➂❹ ❹➄➂❽❸➂ ❹❽❽❼➈ ➆❷❽ ❽➆❸➀❹ ❹❽❶➄ ❹❿❹❹➆❷❹➆➀❹➁❽➉❻➀❽➄❻❻❹❹➀➆❹➂➀➀❹❿❽❹➄➀❹➅❹➁❹❻❸❷❸ ➀➆❸❺❻ ø¯·Â„Ï ‰˘Â¯„‰ ‰¯˘Î‰‰❸❿❸❹➆➀❹❸❽❻➄❸➀➀❹➄❹❿➄❸➂➂❽❸❹➆➀❿❹❻❽➈❹ ❹➀➂➁❽➆➂➆❹❽❹❹❹❽❶❹➀➀➆❹❹➃➂➁➆❹❷❷❹➂❸➁❽❽❽➆➁❽➅➂ ➀❹➀➀❹➂➃❹➂❽➃➄❹❶➂➀❸❹❻❽❽➂❹➆➄➂❸➁❽❽❽➆➁❽➅➂➆❸➀❹❽❹❽➀ ❸➀❿❸ ❽➀❽❶ ➁➆ ❹❷❷❹➂❸ ➇❹❶❸ ➃❹➀ ❹➈❽ ➂❸ ➀ ❽❻❿❹➄❸ ➀ ➁❸❽➀➆ ❽❸➀ ➃❽➄ ➁❽➄❹❽➆➀➁❽➄❹❹❿➂ ➀❹❸❹❸➁❽❿❹❺➁❽➄❹❽➀➆❹➂➀❹❻ ø˙ÈÂÚ ˙¯Â˘˜˙ ÌÚ ÌÈ„„ÂÓ˙Ó „ˆÈÎ ➀❸❹❸❹➄➀❽➈❹❻❽❶❸➀❸➁➆❻❹➄❻➀❸➁❤❹❻❸❺❸➂➀❸➀❸ ̉Ó❸❷❻❹❻➂❷❹❸➀❹➆❽❽➅➂➉❻➀➀❸➂❹❹➂➆❹➂❽➄❻❽➄❹❽➆➃❹❽➆❺❶ ❽➆➂✈✈ ❽❼❼❹➈❽❸❸➂❸❽➆❼❹➂❸❸❻➄❸❸ ø‰Ó¯Ó· Ú„ÈÓ ÍÓÓ ‡ÈˆÂ‰Ï ÌȇÂ˙ÈÚ Ï˘ ˙˜ÈÎˉ ➁❽❷❽➂➀❸❹❽❼➈➀➀❹➂➀❸❽❷❻➆❹➄➂➀❽❷❿❸❽❷➂❸➀➆❹➀❶❽➂➁❽➀❽➂➆❷➀❹❻ ƯÙÒ≠È˙·· Ìȯ·˘Ó ❛ 12 Lessons from school crises/ Rena Richtig, Joan N. Hornak/ Education Digest, Jan 2003, vol 68, iss 5, pg 20
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
‰Ó ˙¯Â˘˜˙· ÂÓÒ¯ÂÙ˘ ˙„·ÂÚ· ˙ÂÚË ‰ÏÁ ̇❻❹❸❽➄❹❽➆❸➁❽❻➂➀➆❸❹❶ ➛➛❸➆❹➂ ❸➀❸➃❹❽❾❹➆➀❾❽❹❽❹➈➃❹❷❹➆❼❸❸➆❽➄❹❽➆❸➁➆❷➁❷❹øÌÈ˘ÂÚ ➆❽❽➅➂❞❷❻❹❽➂❽❽❼➈➀❶➅❹➂➂➂❘❿➆➂➀❿➂❻➀❽➈❹➅➀❾❹➆❸➁➆❷ ➁❽❾➀➁❽➅➂❸➂➀❻ø‰ÁÈψ‰ ˙È˙¯Â˘˜˙‰ ˙ÂÏÈÚÙ‰ ̇ Ú„˙ „ˆÈÎ◗❷➀❹❼❽❹❻➀ ➈➅➂ ➂❸ ➁❹ ❻➀ ➁❽➂❽ ❸➂❿ ➅➈➄ ❽❹❸ ❽❹➅❽❿❸ ➁❽❻❹❹❽❷❹ ❹❿ ❽❹❼❽ ❽❷❽➀ ➆❷❽➂❹❹❹❶➀➀❹❽➁❽➂➀➁❽➄❹❽➆❸➁➂❼➂❹❽➀❽➀❸❹❿❸
¯·˘Ó‰ Ô¯˙Ù ≠ È˘ÈÓÁ ·Ï˘ ❽❹❽❶❽➄➂❽➀❻❷❹➈➀❸❺❻➁❽➆❶➈➄➀❹➈❽❼➂❸➀➆❹❼➀❸❻➀ ❸❺❽❶❹➀❽➆➈➀❹❽❺❻❸➀➇➃❹❶❸➀❸➄❸❷➆❽❸❽➀❸➀❿➁➆❹❹ ❹➆➈❸➀❿➀➈❽❼➃❹❶❸➂➀❸➀❽❹❸❸❽➆❸❸➈➄❻➀❸❽ ❽❶➅➀❽❻❿❽❿➀❸➄➂❹➄➂➀➉➀➂❹➂❜❹➂❹❽➅➀❽❸❹➆❹❸➀❽❹❹➀❸ ❹➅❽❽➄➈➀➆❶❹➃❹❶❹❹➄➆❶❹➈➂❸➁❽➂❽❽❸❹❹➀❿ ❛❾➈❸➂➆❹❽❹➆➂❹➀❽❸➀❸❻❽➀➂❹❸❶❸➄❸❸➈➀❻➂ ❽❶❸❹➂➀❺❻➁❽❷❹➆❸➀❹➂❸❽➆❸➀➆❹❽➁❽➀❹➀ øÌÈÈ˙Ò‰ ¯·˘Ó‰˘ Ú„˙ „ˆÈÎ ❹➀❽➆➈➀ ❺❻ ➃❹❶❸ ➂❸ ➀➆ ❹➆❹➂ ❹❽ ➃❽ ➂ ➃❽❽➄➆❸➀ ❹❽➅➈❸ ❹❸ ❽➆➂ ❹➄➄❽➂❸➂❸➉❹➈❽➄➈➀➂❷❹❸➁➂➀❹❺❻❸❻❸❹❽➄➂❽❹❹❹❹❽❿➂❸➇❽❸❽❶ ❸❹❻❸❽❶❹➅❹❽❹➄➄❽➂❸❾❽❹❹❻❽➈➀➆➁❽➀❸➄➂❸➀❷❹❽➂❹➀➂❹❸❹➅➈❹ ➃❹❶
Ô¯˙Ù
¯·˘Ó‰ Íωӷ Ô‚¯‡‰ „˜Ù˙ ˙ίډ ≠ È˘˘ ·Ï˘ ‰Î¯Ú‰
➆❹❸➉❹➈➁➆➆❷❽➂➇❹➅❽❾❽➀❸➀❻❸Ư·˘Ó ¯Á‡ ‰¯˜·Ï ·˜ÚÓÏ ÌÈί„ ❷❹❷➂ ➁❹❻❸ ➀➆ ❽❻ ❹❸❽➂ ❷❹❹❹ ➁❽➂ ➀❹❸❽➄➀ ❽➄❿❹ ❹❹ ➀ ❹❻❽❽➈❹❷➆➂❸❽❻❹➆❸❽➄➂❽❽❻➂❹➁❽❻❹❹❹❽❿➂❻❹➆❹ ❺➆❸ ➆❷❽➂ ➁❽➈❻➂ ❹ ❹➀ ➁❽➀➆➂❸ ➁❽❻❹ ➁❽➄❹❽➆➂ ❹➅➄❿➄ ➃❹➈➀❼ ➅❽➅➀➆❽❹❽❹➅❽❿❻➄❹❹❿❽➆❸➀➀❸❽❷➂❸❻➆➂❹❽ ❹➆➂➀➀❹❿❼➈➂❽❹❸➈❽❻➁❽❽❽➆➁❽➅➂❸❽➄❹❼❽➀❽➀❹❽❹❽❻➃❿❹
❾❹➄❽❻ ➃❹➄❿❹ ❹❽➄❽❷➂ ➃❹ ➀ ❸❽➆ ➃❹❽➀ ❹❽➅➀❸ ❹➂❶❹❷❸➂ ÆÌȯˆÂÓ ˙¯ÊÁ‰ ωÈÏ ˙Ȃ˯ËÒ‡ ‰˘È‚ ❜ ❹❽❽❽➆❸➄❽❻ ➂ ➃➂❺ ❹❼➀❻❸ ➀ ❽➄ ➀➀❹➆➈❽➀❸❹➄➄❿❸❽❻❽❹➄❽➂➁❽❹➂❺❻❸➀❹➄❿❹➂➀➃❹❶❸ ❽➄❿❹❸➀➆➁➄❹❿❷➆❹❾❽➀❸➁❽❹➆➂❹❽❸❽➃❽❽➄➆❽➀➆❽❹❸❽❺➃❹❽❸➂➆❽❿❸➀❸➀➀➁❹❶❸❹❽❸❺❻❸❸➇❽❸➀➆❸❼➀❻❸❹ ➀ ❹➂❸➀❷❻➂❸❶❸➃❹➄❿➁❽❻➈➂❹❽❿➂❽➄❹❽❽❺❿➂➁❽❷❹➆➁❽➅➄➄❽➈❹❷➅❹➂➁❽➄❹➆➂➁❽➄❿❹➅➁❽❽➈➂ ❸❺❻❸❾❽➀❸➀❹❸❽➄➀➅❽➅❸❹❸❽❼➅❽❶❹➀❸❾➆➂❸❸❺❻❸❸➀❹❸❽➄➀➀❹➆➈❹➆❷❽➂❿➆➂➂❸❹➂❸❹❽❸❽❼➅❽❶❹➀❽❽➀ N➀➆❹➂➂❸❽➅➁❽❹➂❸❹➀❹ N➀N➃❽❸➆➄❹❽➄❹❿➂➀➀❹➂❸❸❺❻❸❸➂➃❽ A strategic approach to managing product recalls/ N. Craig Smith, Robert J. Thomas, John A. Quelch/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❻➀ ➁❽➆❹❽ ➄❽❻❹ ❸❽➀ ❹❷➂❸ ❞❸➀❽➆❽❹ ❸❽❸➂ ❽❶❼❼➅ ❽➄❿❹ ❹❽❶ ❹➄❹➆ ƉÙÂÚ˙ ˙¯·Á· ÍÙ‰Ó ˙ÎÈ¯Ú ❛ ❞➁❽❽❶❼❼➅➀➁❽➅❿➄❽❿➂❹➃❺➂❸❸➄➂❽❹➄❽❹➆➂❹➀❽❺➄❶❸➁❽➅➄➄❽➈❞❹❻❹➀❸➀❽❸➂❻❸❹❹❽❘❸➂❹❽❽ ❹❹❹❽❹❽➄◗➁❽❷❹➆❸➃❹➂❺❻❸❹❸❷❹➆❸➄❸➀❽➄❹❶❹❹➄❽➂❞❻❹➀➀❸➅❽❼❸❽❹❹❻❽❹➄❽❹➂ ➁❽❹➁❽➄❹➂❹➂➀➅❹❼➀❘❹❽❹❼❹➂❹❻❹➀➀➈➅➀❹❽➇➅❿➀❹➅➄❿➄➇➅❿❹❻➀❽❿❸➁❽❷❹➆❸❹❹➈➀❻❸ ❽➄➈➀➄❸➀◗➃➂❺❹❻❹➀❞➁❸➀➃➆❼➂❸➁➆➃➂❺➁❹❽❸➀❞➁❽❽❽❼❼❹➁❽❽➄➁❽➅❹❼➂➁❽❹➁❸❽➂➅❹❼➀ ➃❿❷➆➀❽➄❹❶➁❽➄➈❹❹❽➄❽❷➂❹❽➁➀➀➁❽➄❿❹➂❹❽❸❽❸➂➀➆❹➁❽❹➁❸❸➂➀❹➀❹➆❸❹❽❹➆❼➀➆➁❽❽❺❿➂❹❻❹➀ ➀❹➆➈➀ ❹❽❽ ❹❽❹❿➂➅ ➄➆❸❹ ❸❻❸ ❽❷➆❽➀ ➀❹➂❶ ➃❽ ❽❽ ➁❽❷❹➆➀ ❹ ➃❹❹❽❿❹ ❹❽❻➄❸ ➃➂ ➀❿❸ ➀➆ ➁➀❹❿ ✈✈❏❹❽❿➆➀❿❸❹➆➀❹❹❽❷❻❽➀❿❸❹➆➀❸➂➀❿❸❹➆➀✈✈❝➁❹❼➄➂❹➂❽❽❾➈❸➂❸❾❽➀❸❽❺❿➂❽❿➂➃❹❶❸➀❽➂❹❽➂❹❽❸
Right away and all at once: How we saved Continental/ Greg Brennman/ Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁❽➆❹❸❷❽❿❹◗➆❷❽➂❽➈❷❹➁❽➂❹❹➈➃❹❽❷❹❹❘➃❹❶❸➀➆➂➄❸➂➃❻❼➄❼➄❽➆➂❹❽ ➀❹➀ ❸➀ ➁❽❷❹➆➀❹ ❹❻❹➀➀ ➁❽❷➈➄ ➁❽❽➄❹➈➀❼ ➆❷❽➂ ❽❹❹ ❻➈ ❷➆❽❸ ❽➀❸ ➀➆ ❹➆❽➈❸ ❹❷➂➆➀➆➆❷❽➂➇❹➅❽➀➁❽➅❹❷❹❽➂❹❹❾❹➆➀❸❹➄❸❾❷❸➀➆❹➂❸➀➆❽❶❸➀❹❹➀ ➁❽➈➅❹➄❷➆❽❽➀❸❹➁❽❷❹➆❹➆❷❹ ❷➆❽❸ ❽➀❸➂ ❷❻ ➀❿ ➁➆ ❹➀❽➆❽ ❹➄❽ ➁❸ ø¯·˘Ó‰ ÌÂ˙· ÔÂÁ·Ï ˘˜·˘ ˙Âχ˘‰ Ô‰Ó ❸➂❿❷➆❤➁❽❿➂❹❹❻➈❽❿❸❹➀❹➃❹❶❾➂❹❽❿❸➁❽❹❻❸➁❽➀❸❸➂❹➀❤➁❽❽➂❽➄➈❸❹➁❽❽➄❹❽❻❸ ❾❽❸➂❤❽➀❼❹➄❹❽➀❽➀❽❹❽❻❹❽➆❸❽❸❸❽❷➂❸❽❹➅❽❿➁❸❤➁❽❽❽➆➁❽➅➂❹➀❽➆❽❹➄➆❸ ➀❽➃❹❶❸❽❽➆❸❹❽❸❽❸➂❤❹❻➂❹❽❹❹➆❸❹➀❹➀❤❹➈➀➄➂➀➆❹➆➀ ➁❽➈➅❹➄➁❽➂❽❹❿❽➅❽➁❸❤➃❹➂❽➂❹❹➂❽➈➅➂❽➁❸❤➃❹❿➄❹➄❽➆❸➂❤➂❸❹➆ ➀➆❹➆➀❷➄➃❹❶❸❸➂❤➁❹➈❸➆❹➄➂➀➄➂➀➆❹➆➀➃❽➄❸➂➃❿➁❤❹❸➃➂❺❹❹➆❽ ❷❻➀❿➀❹➂❽❹❹➀❽➆➈➇❽❸➁➂➀❹❽❶❸➀❤➁❽➂➀❹➆➈➀❸❹➄➁❽➄❹❽❾❹➆➀➄➂ ❻➄❹❿➂➁❽❹❷➀❽➆➈❸➀❹❹❽❸❾❷❸❹➁❽❽❽➆➁❽➅➂❷❻➂❽❷❶❸➀❷➆❽❸❽➀❸➂ Ú„ÈÓ ˙ίډ· ¨Ô˙È˘ ‰ÓÎ „Ú ¨È·È˘Èȷ‡ ˙ÂÈ‰Ï ‰Ò˙ ❻❹❹❽❷❹ ❸ ➆➂ ❾❽➀❸ ❹➈❽ ¯ÂÙÈ˘Ï ˙·È˯Ëχ ÌÈί„ ¯„‚‰ Ɖ‡·‰ ÌÚÙÏ ˙ÂÓ‡˙‰ ͯڠ˙„ÓÏ ‰Ó ÌÎÒ ÆÌÈÂ˙ ÁÂ˙È·Â ÆÌȯ·˘Ó ωÈÏ Ô‚¯‡‰ Ï˘ ‰Î‰‰ ¯˘ÂÎ
„È˙Ú· Ìȯ·˘Ó ÈÙÓ Ô‚¯‡‰ ÔÂÒÈÁ ≠ ÈÚÈ·˘ ·Ï˘ Èω˜ ÏÎ ·¯˜· ·ÂË Ôˆ¯Â ·ÂË Ì˘ ˙ÂÚˆÓ‡· ‰‚‰ ˙ÙËÚÓ Ô‚¯‡Ï ¯ˆÈÏ ·Â˘Á ❽➇❹❶➀❽➂❷➃❹❶➀❸➄❹❸➃➂❺❾❹➀❹❽❽➅❻❽❽➄❿❹➀➆➈❸❤❷❽❿ Æ„Úȉ ❸❹ ❽❽❸ ❸ ❾❷ ❷➆❽❸ ❽➀❸ ➀ ➅❻❽❽❸ ❻❽➀➂❹ ➀❽➆❽ ❽❶➄ ❶❹❷ ➃❽➂ ➈➅➀❹❹➆❸➆❽❸➀❹➀➀❹➀❹➀❿❹❽➁❹➆➂➁❽➀❿➀➆➈❸❹❾❽➀❹➅❻❽❽❽ ❾➆❸❹❷❹❷➂➁❹❿❽➅➀❽❻❹❽❻❹➄❹➆➅❽➅➀➆➃❹❶❸➀❸➄❹➂ ❽➄➀❼❹❽❶❹➈➅❽➂➆➃❶❹➂❹➄➄❽➃❹❶❸❹➂❽❹❹➀❽➆➈ ➅➆❹❽❤❷❽❿ ÆÌȯ·˘Ó ÏÂ‰È ˙¯Â˙ Ï˘ ÌÈÁÓ ÌȘ ıÓ‡Ï ˘È ˙È‚¯‡‰ ˙·¯˙‰ ˙¯‚ÒÓ· ➁❸❹ ❹❼❸ ➃❹❸ ➂ ❾❽➆❸➀ ❽❷❿ ❷➆❽❸ ❽➀❸ ❹❷➂➆ ❻➂❹ ❸➄➀ ❻ ❹➀❹❻ ➁❽➂➀❹❸❽➄❹➀❽➆➈❷❹❹➀❹➆➈❽➈➅❹➁❽➂➀❹❸❽➄❽➄❿❹➇❼❹➃❿❷➆➃❹❶❸➀❹❼❸ ❹❿❸❹➆❽➁❽❹❷❸❶❷➁❽➂➀❹❸❽➄❹❹❶➈➂➃❹➆➀❻❾❹➆❹➀❽➆❽❹➂ ❸➇❹➅➀❸❹➄❸❿❸❹➆➀❸❹➄➁❽➄❹➁❽➈➁❹❽❽➀➁❽❽❻❸➁❽➄❷❹❹❷➄❿ ➃➂❺➁❸➀➈❼❹❸❸❺❽➄➂❽➅➀
ÔÂÒÈÁ
ÌÂÎÈÒ ≠ ÌȘÒÚ‰ ÌÏÂÚ· Ìȯ·˘Ó ÏÂ‰È ÌÏÂÚ ˙‡ Ô‰ ·ÈÈÁÓ˘ ‰Ó ÆÌȯ·˘Ó Ï˘ ‰Î¯‡ ‰¯„Ò ÌÚ ÏÁ‰ È˘ÈÏ˘‰ ÌÂÈÏÈÓ‰ ø„ÓÏ ‰Ó ʇ ª˙ȯ„ÂÓ‰ Ìȯ·˘Ó‰ ÏÂ‰È ˙¯Â˙ Ï˘ ‰Èʯ· ÌÈÚȘ· ˙ÂÈ‰Ï ˙ȯ·Ȉ‰ ˙ίÚÓ‰ ˙‡ ԉ ÌȘÒÚ‰ ➆❹❹➄❽❸❹❹❸➂➂❽➆➂❸➁❽➅➆❸➁➀❹➆➁❽➄❹❻❸➁❽❹➆❸❽➄❾➀❸➂❸❻❹➈❽➈❿ ➃❹❶❸➂➆➄❹➂❸❽❹➈➀➁❹➅❻➂➀➀❿❸❽➅➀❹➁❷❽➄➀➃❹❶➀❾❽➈❸❽➀❺➄➀➁❹❶➀➀❹➀➆❸ ➁❽➂ ❽❶❹➅❹ ➂ ❹➈❸➀ ➁❽❽➂❸ ➁❽➂❹❶❸ ➇❽❸ ➁❽➄➄❿❹➂❸ ❹❽❷➆❽ ➆ ➀ ➁❷❸➀ ➁❽❼➀➂❷❽❿❸❻➄➂❸❸❽➄❹➈❸❸➄❽❸➁❽➂➀❹❸❽➄➁❽➄❽❽➈➂➀❹❹➆➁❽➄❹➂➁❽❽➀❽➄❼❹➈ ❷❷❹➂❸➀➁❽❻❽➀➂❸❶❽❸➄➂❹➃❹❶➂❸➂➀➆❹➁❽❽➈➂➈➁❹❺➄➁❽➂➂➂➂➀➆ ➁❽❹❽❶❿➆❹❸➂➀➁❽➀❹❿❽❹➅❽❸➀❹➂➁➆
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
˙ÚÈÓ❽➄❸➃❹❶❸˙¢ÏÂÁ ❹❽➃❹❸ ÆÌÈ·ÈÎ¯Ó Ú·¯‡Ï ˜ÏÁ˙Ó ÈÚˆ˜Ó Ìȯ·˘Ó ÏÂ‰È ➃❹❻❸❽❿➂❸➀➆❹➈ ¯·˘Ó‰ ωÈ❽➆❽❸➂➀ ÔÂÎ˙❽❽➀❸➆❹❸❹➈❸ ‰¯Î‰ ❽➄❸ ❸❸❺ ❽➄➂❽➅➀ ·Ï ˙Ó¢˙ ➃❹❸ ÆÌÈ·Ï˘ ‰Ú·˘Ï ˜ÏÁ˙Ó ¯·˘Ó‰ ÏÂ‰È Ô¯˙Ù❽❽➂❻❸˙È˙¯Â˘˜˙❹➀❽➆➈➀❹❸❽➄❽➆❽❸➆❹❸➀➆˙ÂËÏ˙˘‰❽❽➀❸➀❻❸➂❸ ➁❽➂❽➄➈➂➃❹❶❸ ÔÂÒÈÁ ❽➆❽❸❸❹·ˆÓ ˙ίډ❽❸➂❸➂➁❽❻❹❹➈❸❹❸❽➆❸ ❸❸❺❽➄➂❽➅➀❹➅❻❽❽❸❽❸➄❿❸➅❹❻❤➁❽➂➀❹➂❹❷❷❹➂❸❹❽❺❿➂❸❹❽❹➆❼❸❷❽➆ ❹ ➀❹❸❽➄❹ ❹ ❽ ❸❽❷➂❸ ❽➄➀ ❸❽❹ ❹➅❻❽❽❸ ➅❹❻ ❽❷❽➂ ❽❼❽ ❹❼➀❻❸ ➀ ➂❸❹➈❸❽❷❽➀❸❽❸❽➄❹❸❹➆❼❸➀➆➀➁❽➄❻➄➁❽➄❹❶❹❿❺➀❹❻➀❹➀ ➉➈❸➆❶➂➂❸➀❹❸❽➄➁➆❹❷❷❹➂❸❸➄❹❿➂❸➀➆➀ ¯Â˙ȇ ❽❿➂❶➅➂ ø¯·˘Ó‰ ı¯٠ÈÙÏ ÌÈÓÈ„˜Ó‰ ‰Î‰‰ È·Ï˘ ˙¯‚ÒÓ· ˙¢ÚÏ ıÏÓÂÓ ‰Ó ÌÈÚÂÓ❷❽❿➆❽❶➈❽❿❸❹❸➁❽➂❹❻❹➀❽❹➂➀➆❽❶➈❹❸❸➂❿❷➆➃❹❻➀❷➄➃❹❶ ¨˙¢ÏÂÁ‰ ❿➆➂➀➆❸❽➂❷➆❽❸❽➀❸➀❿❾➂➂❹❼➃❹❽❽➄❹➆➂❤❸❽➆➀❹❹➆❸ ❹➂❻➀❸❸❺❽➄➂❽➅➀❹❹❽➆➀➈➂❹➄➄❽❸❾➆➂➁❹❽➇➅❹➄➁➀❹❿➁➆❸➄❽➁❽➅❻❽ ➁❽➂➀❹❸❽➄➀❽➄❿❹❽❿➂➃❹❶❸❽❤ÔÂÎ˙‰❾❽➀❸❶➅➂➁❽❹➆❸➂❹➅❻❽❽❸➀➀ ❸➄➂➂❸➀❸➄❸❸❽➄❸❻❸❽❷❹➆❽❷❽➀➆➃❿❹❸◗❤❾❽❹❤❽➂❤❹➆➀❸➂❘❹❽❻➄❸❹➀❹➆➈➈➅ ❹➀➆➈➀❹➂➀➃❹❶❸➃❽❿❸➀➁❷❽➈➂➆❹➂❽❹❹➁❽➂➀❹❸❽➄➀❹❹ ➀➆➈❽❹➄➂➂➁❽➂➀❹❸❽➄➀❺❿➂❿➂❽❽❺❽➈➁❽➂❽➂❽❽➀➆❹➀❹❹➈❸➆ ➆❹❸➀➆❼➀❽❹➃❹❶❸❹❹❸ ❸➀❸➄❸❸❽❽❻❽❸❶❸➂❶❹❻➆❹➀➀❹❻❽øÂÈ˙·˜Ú· ÌÈ˘ÂÚ ‰Ó ı¯Ù ¯·˘Ó˘ ÌÈÚ„ÂÈ „ˆÈÎ ❹➂❸❽❷➂❸❞➃❹❶❸➀❹❼❸➁❸➀➆❽➀❽➀❸➆➈❸❹➀❸❞❹❹❼➀❻❸➀➀❸❽❿❸ ❹➂❽➂❸ ➁❹➂❽➄❽➂➀ ❺➄❸ ➁❹➂ ❽❷❽❽➂❸ ❷➆❽❸ ❹ ❹➀ ➀❹➀ ❹➀❽❻❽ ❷➆❽ ❽➀❸ ❞➃❽❽➄➆ ➁➆ ❽❽ ➂❸ ➀➆ ❷❹➂➀➀ ❸❽➆❸ ➃❹➈❹ ❽❹❸❽❺ ➃❹❶❸ ➀❸➄❸ ➀➆ ❹➀❼❹➂❸ ❹❽❷❽❽➂❸ ❷❶❸❽❹❹➀❽➆➈➀❹❽❹➈❽❷➆❷➅❹➁❽❻➄➂➁❽❹❹➆❽➁❽❼➄❹❹➀❷➆❽❽➀❸❽❹❸❽❺❹❽❹❸ ➁➆❹➇❹➅➀❹➃❹❶❸❽❹❷➀❹❽❻➄❸➃➂❹➂❸➀➆❻❹❹❽❷➁❽❽❽➆➁❽➅➂❸❽➂❻❷➆❸❹➀ ❹❽❸➂ ❸❽ ➂ ➀❹❸❽➄ ➀❿❽ ❹ ❻❽➀❽ ➃❹❶ ➁ ➆❽ ❽❺❿➂❸ ❽❿➂❸ ❷➆❽❸ ❽➀❸ ➀❿ ➆❹➄➀➀❽❻❸➀❹➆ ❷➆➀❹➄➂❷❺❸➃❹➀❻❷➂❹➆❸➀❸➄❸❸❹➀➂❸❽➈❷➆❹➂➂❹❹❶ ❸❽➅❹➁❷❽❽❻❸➆❽❶➈➀❽❸➆❹➀❸➂❘ ➃❹❶◗❏❷➀❹➆❾➂➀➂❹➄➂❷❺❸❸➃❹➀❻ Ìȯ·˘Ó ωȷ ˙ÈÁÓÂÓ ➀➆❸❼❽➀❷❽❹❽➅➄❸➃❹➀❾➈❸❽❹❽❼❽➆❹➄❽ ?מוכשרת ➁❶❽❺➄❸❹❷➆❽❸❽➀❸❹❸❽❷➂❸❽❷❽➀➆➇❹❽➁❽➆❹❸ ❹❽❽❹➆➂➂❸❽❸❽ ÈÓÈÒÏ➀➂❹❽➄➆❸➀➁❽❽❽❻➃❹❶❸➀❸➄❸❽➂❹❶ ➆❹❸❹➈❸➆❹➄➂➀❸❼➂➁❸➂➁➀➆❸➀➀❹‰¯‰Ê‡ ➀➀❹❻➂❽❿‰¯ÈΉ❸➀❸➄❸❸❹➉➈➂❸❻➀➀➆❹➈ ➃❿❸ ➀ ❽❽❸ ➅❼➄❽➀ ❹➈❽❷➆ ➀ ❽ ➆❹ !אמיתית ➉➀ ➀➀❿ ❾❷ ➂ ➆ ❹❽❸ ➃❹❻❼❹ ❹❽ ➀➁❽❷➆❽❸❷❽❸❹❻❷➀❸❽➀➆❹➁❽❷➅➈❸❶❹➈➅➀❸❻❸ ➃❹❶ ❹❺ ❸❻➄❸ ❻ ❻❹❹❼➀ ❹❽❻❹❹ ➀➆ ❸❽➂ ❹❹❿➂➅ ➁❹❻ ❻➂❸ ➆❹ ➀➆ ❹❽❻ ❻❽ ➁❿❻ ➀❽❻❽❾❿❻❹❸❽➅➀❹❹❽➀❽❽➂❹❸➄❿❸❶❷➆❽❽ ±≠‰ ˙·ÊÈχ ‰ÎÏÓ‰ ➀➆ ˙ÂËÏ˙˘‰➀❽➄❹❸➀➁➂❽➂❹❷➀
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁❽❷➆❽❸❽❼➈➂❷➂➆➂➂❸❹❻❹❽❸❸❹➄❽➂❹❿❺➀➉➀➂❹➂❹❷❽❽➂❹❼➀❻❸➀➀❸❹❻➂ ➀❹❸❽➄❹❹➁❽➀➆➈➂❸❽➅❸❹➃❹❶❸❽➀❻➂➆❹❸❷❹❷❽❹➂❽❹❸❽❺❸❺➀➁❽❽❺❿➂❸ ❻❼➀❽❷❽❽➂❹❽❹❹❸❶❽➄❹❽❹❿➀❸❹➆❹❸➀➆❹❼➀❸❸➀➂❸➂➁❽❹➅➆❸➁❽➂ ❽❿ ➀❸➄➂ ❽❹ ➇➅❹➄ ➀❹➈❽❼❹ ➉❹➀❽❻ ❸➀❸ ❹➀❹➆➈ ➁➀❹ ➂ ➃❹❻ ❾❹➆➀ ➆❷❽➂ ➇❹➅➀ ✈✈❏➂➀➁❽❶❹❷❹➄❹❹➄➀➈❿❽✈✈❝➅➂❸➆❽❽❹❸❹❺❾❷➀➆❽❶❽➃❹❶ ❽❶❸➀➃❹❶❸➀➆➁❽➂➀❹❸❽➄➀❸❻➂❹➂➀❹❽❹❽❺➆❸➀➉➀➂❹➂ ˙È˙¯Â˘˜˙‰❹➀❽➆➈❸➀❹❸❽➄ ➁❽➀❹➀➆ ➃❹❿➄ ➅➂ ➀ ➀❹❿❽ ➅❹❻ ❹ ❹➈❸❸ ➀ ❹➆❼❹➂ ❹❼➀❻❸ ➆❹❸ ➀➆ ❽❷❽❽➂ ❸❽❸❽➇❽❷➆➃❹❶➀❹❷➁❽➄➂➂❷➆❽❸❽➀❸➁❽❸❺➂❤➁❽❹➆❸➂➃❹➅❽❷❽➀➃❹❶❸➀❽❹❸➀ ➁❽➅➂❸➂❻❷➆❹➀➀➆➃❹❷➄❹❸➂❸❹➆➃❹❶❸❹❸❽➆❸❸❸❹❺❻❽❿❹❸➀❹❽➀➆❷❻❹❷ ➀➁❼➀❻❹➂➃➈❹❷❹❹➀➃❽➄❸➂❾➁❽➂➁❽➂➀❹❹❹➁❽❺❹❻❹❻❹➈ ❹➀ ❹➄➈➅❸ ➀✈✈ ➛➛❼❹❼❽➀ ➀✈✈ ➛➛❸❹❶ ➃❽✈✈ ➁❽➂❹ ➀ ❺ ➁❽➂❹ ❹❸➂ ➁❽➆❷❹❽ ❽❽➂➁❽➆➄➂➄❸➂❹➆➁❽➄❽➂❻❹❹➀➆➁❽➂❹➁❽❽❽❹➁❽❽❼➀❻❸❹❽❸➀➁❽➀❷➂➛➛❸➄❹➀❸ ❹❻❾❿➁❽❷❹➂❤❹➆❼❸➆➃❹❶❸➁❸❶❷❹❹➄❿❹❻❽➈➀❸❹❻➁❽❽➆➂❹➁❺❽➄❹❶❽❼➄ ❹❸➀➆❸❽❷➂❸❹❽➅➂❸➀❽❸❸❹❽❽➂❹❶❹❻❹➀➁❽❷❹➆❷➆❽❸❽➀❸➀❿➁➆➀ ➀❸➀❹❹❺➆➀❾❽➂❸➁❽➀➆❸➀❹➁❽➆❸➀❸➀❹❿❽➁❹❶❷❻❹❽➂❶❷➁❽➀❽❸❽❷➂❸➁➆ ❹❹➀❽➆➈➁❹❻❹➃❹❶❸➃❽❸➀➁❸❽➀➆ ➀❿➁❽➀➈❼➂❹❽❶❹➀❽➆➈➀➁❽❺❹❻❸❽➆❸➁❽❹➈➆❹❸➀➆➁❽❼➀➂➂❸¯˙Ù ➁❽➂❹❻➇❹➅➀➁❽❷❽➈➂❸❸❹ ‰Î¯Ú‰‰➀➀➁❽❹➆➃❿➂❻➀➂❸➀❽❹❹➀❸❹➆➈❸ ➁❽❻➂❾❹➆➀➉➀➂❹➂➆❹❸➀❽❻❷➆❹➂➂❹❽❹❻❸❸❻➁❽❹➆❹➆❷❽➂❹ ➁❽❿❷ ❽❷❶❸➀❹ ❹➄➅➂ ❽➅❸➀ ➂❸ ❾➀❸➂ ➃❹❶❸ ➀❸➄❸ ❷❽❿ ➃❹❻➀❹ ➁❽➂ ❽➄➈➂ ➃❹❶❸ ÌÈÒÁÓ ➇❹➅➀ ❸➄❿❸❸ ❹❿ ❹➈❽➀ ❹❽❽❼➄❼➀ ➁❽➄❹❸ ❷➆❽❸ ❽➀❸ ❹❼ ➃❹ ➀ ❸➄❶❸ ➈❼➆➂ ➁❽➄❹ ❤❸❼❽❸ ❷❽➆ ❽➀❹❸❽➄❸❸❽➈❹➅❹➀❽➈❸❶➅➂➁❽➂❸➀❹❸❽➄❹➀➁❽❻➄➂➁❽❹❹➁❽➂➂ ❽➄➈➀❹➄❽➂➀ ÆÔ‚¯‡‰ Ï˘ ÏÚ‰ ÔÂÊÁ ˘ÂÓÈÓÏ ÌȯÊÂÁ ‰¯ÚÒ‰ ˙‡ ÌÈ„¯Â˘ ¨ÍΠ➃❹❶❸➀ ➁❽➂➀❹❸❽➄❹➀➁❽❼➄❹❹➀❸❷❹➂❽➀❸❽➂❹❻➀❿❹➄❶➅➀➃❽❽❷➆❽❿❹➄➅➂➀➁❽➆❽❶➂➁ SPIN≠‰ ˙¯Â˙
¯˙ÂÈ ¯˙ÂÈ Æ❛SPIN≠‰ Ô¯˜Ú ≠ ˘„Á ‚˘ÂÓ È˙¯Â˘˜˙‰Â ÈËÈÏÂÙ‰ ÌÏÂÚ· ˘¯˙˘ ˙¯Á‡‰ ÌÈ˘· ➂❸❹➄➄❽➃❽➈➅ øÂ¯Â˜Ó ‰Ó øÂ˙ÂÚÓ˘Ó ‰Ó Æ❛¯·˘Ó È·ˆÓÓ ıÏÁ‰Ï ˙Ó ÏÚ ÈÏη ÌȯÊÚ ÌÈӯ‚ ➁❽➆❹➀➁❹❶➀❽❷❿➂❸➇➈❹❿➀❹❽❽❽❹❽❸➀➃❹❽➅➄❸➁❸➄❽❹❸➂❹➄➄❽➁❶➀ ◗➛➛➅❻❽❘❹❽❽➅❻❽➃❽❹❷➀❸❸❹➄❹➄❹❹❿❸➄❹➂➈❸➀❿❿➁❽➆❹➁❽❹❼❹❸➀ ❸❽❹❼➅❽❸❸ ❽➂❽ ❽➂ ➃❽➈➅ ➁❽➅❹➆ ➁❷❸ ❽➄ ➀❿ ➂❸ ❛❹➄❹❽➆❹ ➁❽➅➆ ❸❽❼❽➀❹➈ ❽➅❹➂ ❾➈❹➄ ➁❸❽➆➂➀ ➀ ❸❼➂ ➃❽➈➅ ❹➅➆ ❸❽➅➄❿❸ ❽ ➁❽➈❹➅❹➀❽➈ ➁❽❿➀➂ ❽❹➄❸ ❶➅➂ ❼❹❻❸ ➃❻ ➆➀ ❹❽❺ ➆ Pitcher❹❷❿❸ ❾❽➀➂ ➃❻ ❽❷❽➀➆ ❹❷❿➀ ➄❽➄❸ ❽❹❽➅❸ ❸➆❹➄❸ ÆÔÈÙÒ ❛ ➁❽❹❷❿❸❾❽➀➂➃❻➀❹❿❽➀❷❷➂❿➂➂➃❽➈➅❸❹❽❸➂ Baseball➅❽➅❹❷❿❻➂ Spin. (before 12c) 3 a: to revolve rapidly. b: to feel as in a whirl. 4: to move swiftly especially on or as if on wheels or in a vehicle. 5 b: to descend suddenly, helplessly and out of control. 3 a: to stretch out or extend (as a story) lengthily. b: to evolve, express, or fabricate by processes of mind or imagination. (1831) 1 a: the act of spinning or twirling something. b: the whirling motion imparted (as to a ball or top) by spinning. c: a state of mental confusion. 4 a: a special point of view, emphasis or interpretation
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
χ¯˘È· ÔÈÙÒ‰ Ï‚ÚÓ Æ±≥≠∂ ¯Âȇ ➆❷➂ ❷➅❽❽➂ ◗➅➛➛❸➄➈➀ ❛❘ ➅❹❼❹❷❹❸ ➈❽➅➃❽➈➅❸❹➀➅❽➅❸❽➂❸❸❽❹❼➅❽❸❸ ❽❹❷❻➃❹❿❷➆❽❺❿➂➀➀❿➃❽❸❹❹❽➆➂❽❹➈❽➅ ❻❹❹❽❷❸ ❾❹➈❸➀ ❽ ❹❷❻ ➀➆ ❻❹❹❷➀ ❽❷ ➀ ❹➄➅❽➈➀➆➃❽➈➅❽❽➆❹❻➂❸❷❽➄❷➂➀ ‰˜ÈËÈÏÂÙ ➀❿➅❶◗ ❘❽➈➅➁❽➀❽❹❹❹❹➂❸ ➃❽➈➅➁❽➅❹➆➁❷❽➄ ˆ¢ÒÁÈ ˙ÂÂ˙ÈÚ ➙❸➂➁➀❹➆❸➀❿➙ ➀❿➙ ❿➄ ➛➛❸ ➀ ❹➂➆❸ ➀❽❶➂ ❽❷❽➀❽ ➁❽➄ ❼➆➂➀ ➙➁❽❹❹ ❹❷➀❹➄ ➁❷❸ ❽➄ ❹❿➀➀➁❽❶❹❸❽➂➁❽❷❽➀❽❸❽➄❸❽➈ ➁❽ ➁❽➂❹❶ ❽❼❽➀❹➈❸ ➁➀❹➆ ˙ȯ„ÂÓ‰ ‰Ù˜˙· ÌȘÒÚ ❽❹❽ ➁❽❿❹❹ Spin Rooms➃❽➈➅❽❷❻ ➁❽➂❽➂ ❽➂ ➁❹❷➂➆❹➂ ➁❷➀ ❽❷❿ ❹ ❽❻➂❹➂ ❶❽❸➀ ❽➀ ➃➙ ❝➂❹❹ ❻❹➈ ❹❸❿ ❷❻❹❽➂ ❷➀ ➀❽❻➂ ❹❸❿ ❤➃❽➈➅ ➅❹➆ ❽❽❼❽➀❹➈ ➀➆❹➅❿➀❸❼➂➁❸❽❹❻❹➀➀❽❹❽❻❽➂❷➁❽➄❹❹➃❽➈➅➁❽➅❹➆➃❽❷❽❿❹➆❛➙❾❿➁❽❷❸ ❷❹❹❽➀❹❸➆❹➄➀❹❸❽❽➆❹❷❻❸❽❹❷❽❶➅➂➃❽➈➅❹➅❹➆❸❽❺❽❹❹➀❼❹➆❹➈❹❶❸➄❸ ❹➆❽❷❽ ❹➆❽➈❹➂ ➁❽❽➂❹❽❸ ➁❽➄❹❽➆ ➁❽➅➆❸ ❽❹❷➂ ➁❽➅➆❸ ➁➀❹➆ ❽❺❿➂ ❽➀❿ ➃❽➈➅ ➀➆ ❸❽❹➄ ➃❽❹❼❽➈❹❛❹➈❽❽➈❿➁❽➆❹❶❸❿❹❽❸➀➁❽➄❹➆❸➁❽❷➅➈❸❸❹❻➂➃❹❻➄➀➆❹❽❸➂❹❻ ➁❸❽❹➂➁➅❸❽➆➂➁❽➅❸➃❽➈➅➁❽➅❹➆❹❽❿➂❽➄❽➄❹❶❸➄➂❽❹➄❽➀➁❽❿➈❹❸ ❹❺➀❸❺❽➄❽➂❹❽❽❼❼❽❶❸➀❽❷❿➃❽➈➅➁❽➅❹➆➁❽❶❹➁❽➄➁❽➀❽❽❼❹➆➀➁❽➀❶❹➅➂ ➀❿➁❶➅➂❼➄❼➄❽➁❽❼➛❽❷❻❽❹❼❽➀❽❽❸❽➄❷❹➂❸➃❽➈➅❸❽❹❺➀❹❺❹❸❺➀❸❺ ➀❿❽➄❽➆➀❹➃❽➈➅❷❽➂➀❸❹❹❸❽➂❹❽❸➀➀❹❿❽❷❻ DoubleSpeak➀➀❽❹❸DoubleThink❹❽➈➀➆ Ʊπ∏¥ ≠ ϯ‡ ➛‚¯Â➛‚ Ï˘ ¯ÙÒ øÔÈÙÒÏ È¯„ÂÓ‰ ¯Â˜Ó‰ ❸❺ ➈❹❻➙ ➙➁❹➀ ❸❺ ❸➂❻➀➂➙ ➃❹❿➄ ❸❺ ➃❽➂➂❹ ➃❹❹❿➂ ❸➂➂ ❾➈❸❸ ➂❹ ➁❷ ❤❹➆➂➂❸ ➁❽➂❽❹➅➂➁❽❶❹➂❹➁❽➀❽➂➀➆❹❹➀➀❹➂ WashingtonSpeak➀❽➄❷❹➂❸❹➂❽❸➂❶❹❷➀➙❹❷➆ Gun Control➁❹➂❷❻❸❹➂❻➃❹❽➆❹❹➀➆❹❷➂➆❹➄➀❸❼➂➁❽❻➁➈❽➀❻❸➀ ❸➂➂➀➁❽❶❸❹➄➀➁❷❽➄➁❽➄❹➁❽❶❹➂❽➄❽➅❽➈❾❹❻❹❹❞Gun Safety❹❻➀❹➀ ➁➁❽➆➄❿❹➂❹➆❹➂➀➁❽❹➁❽➄❸➂➁❽➂❹❹➀➁❽➂❹❸➂➀➁❽➄❹❹❿➂➀❹➁❽➄❹❹❿➂ „ÂÒ Âȇ ‚˘ÂÓ‰ ¨ÔÈÙÒ ÏÚ Ìȯ·„Ó ÌÂȉ ÌÏÂÎ❹➄➀❹➄❽➂❽➁❶➁❽➂➆➈❽➈➅➂❸❽➂❸➀➆❹❺❻➄ ➁❽❿❽➂➁❽➂➂❸❽❽➆❽❽➅➂➁❽❽➆➀➃❽➈➅ Spin Doctor➃❽➈➅❸❻➂❹➂❽❽❼❽➀➅➀❿➀ Ư˙ÂÈ ➀❹➂❹➂❹❷❹❻❽➀➆❽❽➅➂❸➂❻➀➂➆❸➆➈❸❹➁❽❻❽❿❷❻❸❷❹➆➁❹➂❸➂❶❸ Age of➃❽➈➅❸➃❷❽➆➁❽❽❻❹➄❽❿➁❽➅❹❶❸❽❽➄❷❹➂❸➁➀❹➆❽➄❹❽❻❹❷❽❸❽➀❿❸❹❹❸➂➃❸❽❽❹ ❹❽❽➅❻❽❽❻➂❹➂➁❽➂❹➅➈➃❽➈➅❽❻➂❹➂❿❽❹❹➀❽➆➈➁❽➅❹➆❸➀❿➁❽❶❹❹➅➂❹Spin ➁❽➅❹➆❸❹ ❹ ❽➄ ➁❽➂❹➄ ❽❹❿ ❷❹❽➂ ❹❹ ❽❿❹➆❹ ➀❸ ➆❷ ❽❹❻ ➁❽❼➅❽❹➀ ➃❹➂➅❹❻➁❽❽➀❽❸➀❸❻❽➀❸❽➂➀❹➆❸➃❽➈➅❸❽❽➆➁❽❽❿➂❹❽❷❻❽❶➄❽❼➂➀❼ ➁❽➅➄➄❽➈❸➁❽❹❹❸❹➁❽❽❼❽➀❹➈❽➈➀❿❻❸❹❽❸ ❾➈❽❸➂➀ ❸❽➄❸ ❽❹❽❻❹❹➆❹❷❻❶❸ ❸➄❹❸ø˙ÂÏ·Â˜Ó ÔÈÙÒ ˙˜ÈË˜Ë Ô‰Ó ❽➆❽❸➀❸❸➂❸❹➀❽❿➁❽➄➈❷➂➆❸ ❸❿❽➅➂❽❽ ❽❽➀❸ ➁❽➄❹❹❿➂❸➂➂ ❽❽➂❻❸❹❽❻➅❹❻❶❹❸➄➀❹➂➁❽❽➆❿❹❽➆❾❹❽❸❷❹➆➀➆➁❽➆❹❸➂➀❽❼❸➀ “Let me put it this way . . .” ❛ Spin - Tilting the truth/ Mathew Felling/ World et I, Jul 2001, vol 16, iss 7, pg 62 Spin is retail’s most dangerous game/ Tim Craig/ DSN Retailing Today, March 24, 2003 ❛
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❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁➀❹➆➂➙❝➃❹❼➄❽➀❽➄❸ ❹➄➈❸➄❹➂➁❽➆❹❸❻❹❽➄ ❽❸❻❹❸❽➂➀➆❸➂➀❽❼❸➀ ❏❤➅➅➀❹➅➅➃❿❸❽➂❤➅➅❸❺❸➂❸➀❸❹❽❿➆❞➙❺❸❸❸➁➆➅➅❽❽➆➀ ❾❿ ➀ ❸❺ ➀➆❹➈❿ ➁➄❽❻ ➀❿❸ ➁❽➄❿ ❽ ❸❹❻ ➁❽❹❽ ➁➄❽❻➀❿❸ ❽➆❽❸ ➁➄❽❸➁❽➈➅➂❸➁❹❷➀➆❶➀➁❽❹➆➀❹➁❽➈➅➂➂➁❽➂➂➁❽➄ ❸❽❼➅❽❼❼➅❽➄❽➂❸ ❽❽➆❸❸❽❼➈➂❽➅➁❽❿❹➂❾❿❹➃❹➀❽➂❷➁➂➆➀➁❽➄❹➁❽➀❿❹➄➃❹❸❽➆❽❸❸❽❷ ➁❽❽❼❽➀❹➈❛❛N❹❽❽➅❻❽❽❻➂❹➂ ø❛ÌȇÂ˙ÈÚ Ï˘ Ì˙Î¯Ú‰Ï ¨ÔÈÙÒ· ˜ÒÂÚ ÈÓ➂❸➅❸ ➃❽❷❽❿❹➆❹N➁❽➄❹❽➆ ❛N❹❽❿➂❽➄ ❛N❹❹❽❽❻➂❹➂ ❜N➁❽➂❹➅➈❛N ➆❹❶➈➀❹❹➂➀❸❼➂❽❹➆➂➂❸❽➂➀➆❽❸➂➁❷❿ øÔÈÙÒÏ ¯˜˘ ÔÈ· Ï„·‰‰ ‰ÓN ❹❸❺❸➄❹❽➀➆❹❽❻➀➆❹➄➀➅❻❽❽❸❸➆❽❷❽❽❻❸❹❽❸❽➂❹❻➁❷ ❹➂➆➀❽➄➆❸➀❹❽❹❽❻❾➈❹➄➁❽➆❹➀➀❸❼➂➂❸➁➆➁❽❺❶➂❹❹❹➆➂❻➂➁❷❿ ➅➈➄❸➁❷➀❹❹❹❹❸➆➂➀➆❹❺❻➀➀❿❹❽❹❹❻➀➅❽➃❽➈➅➅➈➄❸➁❷➀➃❽➈➅❹❸❺❽❼❼➃❹❽ ➁➀❹➆➀❹❽❹➀❹➄❽➂❽➀❹➈❹➅❹❸❺ ➀❿ ➃❽❿ ➁❶ ❹➈❽➅ ➈➅➀ ❹➄➂❹❸ ❽❸ ➃❽➈➅ ÆÌȇÂ˙ÈÚ‰ ̉ ÌÏÂÚ· ÌÈÏÈ·ÂÓ‰ ÔÈÙÒ‰ ÈÁÓÂÓ ➛➛❸❹➄❹❽➆❸❽❽➆➀➁❽➀➛➛❹➂❸❽➀❹❷❶➂◗❜ ❛❘❼➅❸➇➀❹❷➄➁❽➀❽❹❹➈➅➀❹➈❽➅ ➁❽➄❹❽➆❸➂◗ ❜❛❛❜❘➃➂➈❽➀❼➀❹❹❽❷➀➁❹➀❿➂❹❷❻❽❽❸❻➂❹➂❸❽❸❸➆❸➂ ➃❹❸➁❽❽➆❹❹➂❸❹➀➂❸❽❹➅❽➈❸➄❽❺➂➀❸❸➆❷❸❸➂➛➛❸➁❽➀❽❹➂❸ ❹❻➂➂❽❽➀❸❽❽❸➃❹❽➅➄➀➉❹❻➂➁➀❹➆❹➄❹➂➂❽➄❸❹❽❹❹❻❹❽❽➁❽❹❹❻❹➁➀❹➆➂ ❹➀➁❽➄❹❽➆❸❤❹❽❸❹❻❹➂❹➀❹➄❹➂➁❽➂❹➄❹➂➃❹➀❸❹❶❿❹❹➄❸❹❹❻➂❹ ➁❽➆➄❿➂❹❽❸❽❸➂❿❷➆❽❹➀❤➁❸➀❹➄❽➂❽➁❸➁❸❸➄❹➂❤❹❽➈❽❹➄❹➂ ❤❛❸❷❹➅❽❸❽❼❽➀❹➈❽❸➂ ÆÈ·ÈËÓÈËχ ÈÂËÈ·Ï ÚÈ‚‰ ÔÈÙÒ‰ ÈËÈÏÂÙ‰ ÌÏÂÚ· ➀➁➀❹➆➀❽❽❼❽➀❹➈❹➄➂➂❹❼❹❽❹❸❻❸➆➄❿➂❷❻➁❷ ❻ ❹❽➅➄❸➂ ❹➆➄ ❹❹❸❹ ❻❽➀➂ ❷❽➂ ➀❿❸ ➀❿➄ ❹❸➂ ❸❷❹❽ ➃❹➁❸❽❿➃❹➆❼➀❽❸❸➂➁➆❷❷❹➂❸➀➁❽❽❼❽➀❹➈➀❹❼❽❸➂ ❹❷❹➄ ➂❽ ❹❽❶ ❤❽❼❽➀❹➈ ➃❽➈➅ ❽❽➀ ➄❹❿➂❸ ❽❸➂ ❸❽❷➂❸ ❹❹ ❹ ❽❽❼❽➀❹➈❸ ❹❺❻❽ ➃❸❽➀➆ ❷❻ ❷❹➂➆ Talking Points❸❻❽ ❽➄ ❽ ❽❸➀ ➄ ❸❽➀➆ ❸➀➀ ➀ ❽❹ ➃❹❽ ➀❿ ➃❽➈➅❸➁❶❹➛➛❸❽❽➄➆❹❶❸❸❽❸➃❹➅❽➄❷➛❽❽❿➁❽➅❹❶❸➆❹➂ ❹❾➅➂❸❽❽❼❽➀❹➈➀❿❹❽❹➆❼❸➆➃➂❺❸➀❿❛❛➆❹❶❸❼➅❽❽➂ ➃❽➈➅❸ ❾➈❸ ➃❹❼➄❽➀ ➀❽ ❽➄❸ ➂➂ ➉➀❻❸➀ ❽❷❿ ➃❽➈➅ ❺➆❽ ❽❷➀➅❹➀❹➈❹➄➈❼➅➛❶❹➛❶❹➀❽❹❹➅➂❽❽➛❶➃❽➈➅❸❽➈❹➆❹❽➅❹➄➂❹➀ ❽➀❻➂❹ ❻❹➀❸ ➃❹➆❽❼➀ ❹➆❽❽➅❽ ❹❷❹➄ ❽❶❷➂ ➃❽❷❾❹➆ ❹➂❿ ❹❸ ❹❼ ➃❽➈➅➈❹ ➅❹➀❹➈❹➄➈❼➅ ➃❽➈➅❸➂❻➀➂❸➀❸❹➄➁➂ War Room❸➂❻➀➂❷❻➁❽❸➃❹❼➄❽➀➀❹❹❸❹❹➆❶➈❽❹❷❹➄ ❹➀❸➆❽❶❸❸➆❽❷❽➀❿➀❽❷❽❽➂❸❹❶➀❸❽❶❼❼➅❹❻❽➈ ❼➄❼➄❽❹❸❽❺❽❹❹➀❼❸❹❿❹❽➄❹❽➆ ❜❜❜❜❜❽➀❹❽❾➆➄❻➂ ❛ PR spin is not as bad as it seems, says new journalist survey/ BusinessWire, Sept 21, 1999
➈ ❹➄❽❷➂ ❽➅❻❽ ❹❻ ❹➄❽❷➂ ➁➆ ➁❽❸❹ ➃❹❶❸ ❻❼ ❸➄❽❷➂ ❹➄❹❼➀ ➀ ❹➀❽➆➈ ❹❽➄❽❷➂ Ɖ˜ÈËÈÏÂÙ ❛ ❽❹❶❸➄❸❹➄➀❻❹❸➂❹➆◗❸➀❸❘❹➀❹➆➈➃❹❹❽❿❹❽❹❽➇❹❶➀➀❹❸❽➄❼❽ ❹❹➁❽➂➆➃❽➁❽❸❹➁❽➅❻❽❸ ➁❽❷❻❹❽➂➁❽➅❽➅❿❸➂❽➆ ISBN 965-17-0103-X➂➆ ❜❛➈➅❽➃❹➃➁❸❺❿➂❸❽➆❸➃❹➀➂❸
Politics. [Greek - politika] (1529) 1 a: the art or science of government. b: the art or science concerned with winning and holding control over a government. 2: political actions, practices, or policies. 3 a: political affairs or business; especially competition between competing interest groups or individuals for power and leadership (as in a government). b: political life especially as a principal activity or profession. c: political activities characterized by artful and often dishonest practices. 5 a: the total complex of relations between people living in society. Merriam Webster’s Collegiate Dictionary/ 1997/ pg 901/ ISBN 0-87779-710-2 Dilenschneider Kosmick: Blast bad spin at deadline club/ PR Newswire, Oct 25, 1999 ❛❛
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❜❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❻❽➀➂❸➈❹❽❽➀❽❹➂❸❼➅❽❽➂➃❽➈➅❿❿❹➂◗ ❜❜➂❘❸❽➄❼❽➀➂➂❽❽➀❽➄❹❼ ❛❜❹➄➂❹➀ ➁❹❻❸ ❹❿➈❸ ❹❽➆❹❽ ➁❽❹❻ ➁❸ ❸➂ ➁➆ ➁❽❿➅➂ ❹❸ ➃❽➂❸➀ ➁➀❹❿➀ ➁❹❶➀ ➆➀➀❽➄❹➆➀➀➁➀❹➆➁❽❹➙ ➁❽➈❹➂❸➁❽➅➂❸➃❽❜➀➂❼➅❽➀➃❽➈➅❸➈❹➁❹ ➀❽❻➁➆❹➂➀❺➙➁❽➄❽❹❹➀❸➀❽❸➀➁❶➃❽➄➁❹❽❷❻➂➀➀➁❽❻❺❹➂❻➀➂➀➀ ➁❽❶❹➂➂➅➂➄➁❽➄➀❹❸❽➀❸➆❽❶❸❽❽❼➀❹➈❽➄➂❽❹❹❶❸➄❸➀❸❷❸❸❽❻❿❹➄❸➁❹❽➄➀❽➂❸ ➃❷➀ ➃❽ ❸➂➅❹ ➁❶ ❜Photo opportunities➁❹➀❽ ❹❽❹➄➂❷❺❸❹ Soundbites➁❽❼❽➀ ➁❽➅➂➂ ❹➂❿ ❻ ❹❿➆➄❸ ❹❼❸ ❹➀❹➆➈ ➀❿ ❸❽❷➂❸ ➀ ➆❹❷❽ ❹❼➀❹➈❽➄➂ ❹➄❽❸ ➁➀❹➆ ❷❻ ➈➅➂ ❼➅❽❹❼ ➀❷❶➂➅❹❼➂❸➆❽❶➈➃❽❹➆❹❷❸❸➂❶❹❷➀❘❸❽❷➂❸➀➆➃➆➈❸➃❹❻❹❻❹➀❹❽❽❻➄❸ ➆❹❶❽➈❸➀➆❽❶❸➀❸❽❺❽❹❹➀❼❸❽❹❹➀➈❽➃➂❺❽❷❞❽➄❸➀❷❶➂❸➆❽❶➈❸➃❽➀➃❹❸➁❽➂❹❸ ❸❽❷➂❸❽➀❿❶➅➂❹❿➆➄➁❹❽❸❹➂❻➀➂◗➉❸❹❷❿❽❹➀❿➀❽❻❹❷❽➆❹❸❽➆❸➀❹ ❹➆❸❹❷❻➀➀➁❹➂❸➈➂❽❸➃❽➈➅❶➅➂➈❷➆❹➂❸❸❽❶❼❼➅❸❜❸❹❷➀❹ ❷➂❸➁❹❶❸❹❹❶❹❹❷➂➆❽❹❹❽➀❸❽❷➂➀➆❷❽➂➁❽❽❹➂❸❼❽➀➀➀❹❸❽➆➂➀➆❽❶❸➀ ❹❷❷❹➂❸➆❹❶❾❿➀❿❸❽❸❽❽❽❼❽➀❹➈❸➁❽❻❽➄➂❹❿❹➂➄❸❹❽➈❽❸❽❽❶❼❼➅➈➅❹➄❸❽❶❼❼➅ ❽❺❿➂❸❻➀❸➀➁❽➄➆❹❼➆❶➈➀➀➆❹❸➆❻➀❹❹❿❹➂➄❹❽➈❽➁❽➄❹❸❽❹➈❸ ➁❽➆❹➂ ❻ ➀ ❸❷❶❸❸ øËÙ˘Ó‰ È˙· ˙ÂÓχ· ‰¯Â˜ ‰Ó ➁❽➄ ◗❜ ❛❘❼➅❹➈❼❹❽❽➂❸❹➂❸❽❷➀ ➁➀❹➆➀ ❸➂❹❷ ❹❽ ❹❼❸ ➃❽❷❾❹➆❸ ❹❻❹➀❸➂ ❽➂➀ ➁❽➆❹❸ ➁❽➄➆❹➂❸➀➂❽❼➈➂❸❿➆➂❸❸❽❼❽➀❹➈❸➁➀❹➆❹❹❸ ➀❷❸❸➁❹❻❸➂❹❻➂➁❽➁❽❽❼❽➀❹➈➁❽❽❻➂➀➃❽➈➅➁❽➅❹➆❸ ➃❽➈➅➀➁❽➄❽➂➂➀❹➀➁❽➄❹❸➁❽❽❼❽➀❹➈➀➃❽❷❽❿❹➆➃❽ ➂❸➂➀❹➄➄❽❼➈➂❸❽➃❽❷❸❾❹➆❷❽➈❜➁➂➆➀ ❽❿❸ ❹ ❹❽ ❹❷❹➆❸ ❽❷❿ ➃❽➈➅ ❹➆➀ ➀ ➀ ➀ ➁❶ ❹➂❹❽➅➁➆❹❹❿➀❸➂❼➈➂❸❽➄➈➀➀➆➈❹➂➃❽➈➅❸❽➀❿➁❽❽➀❽➀➈➁❽❼➈➂❻❹➀❸❹➆❻➄➀❹❽❹❽❻ ❷❶➄❸➆❽➀➅❽➅❽❹❽❸➆➄❿➀❸❼➂❸❹➆❷❽➂➀➃❽➈➅❸❹➆❼➈➂❽➄➈➀❸➆❽❸ ❽➄➈➀❷❹➆➁➄❸➀➅❻➂❸➆❽❸❽❼➄❹❹➀❹➄➄❽➙❹➂❸❻❿❹❸❷➆❽❿❺➙❶❹➂❸➁❹➂❸ ❹❷❹➆❸❹❹➅❽➁❸❹➁❹➈❻❸❻❿❹❸❷➆➁❽➂➁❷❽➄➀❿❸➆❽❸❽➄➅❽➈➀❼➈➂❸ ➃❹❹❸❹➂❽❿❹➂❶❸❾➈❽❸❸➃❹➆❼➀❹❶❽➄➅❸➀❹❷❽➈❼➈➂❹❿❺➀❸❼➂➃❽➄❸➀❿❿ ❹❽➈➅❹❻➀➃❹➆❽❼ øËÙ˘Ó‰ ˙ίÚÓ ˙¯‚ÒÓ· ˙Âȯ˘Ù‡ ÔÈÙÒ ˙˜È˘Ë➁❹➄➄❽❹❹❽➅➄❸ ❷➂➀❸➂➁❽❽➀❼❽➀❻❸❹❸➁❽❼➅❸❸❸❿❸➁❹➂❸❹❻➂❘➁❽❼➅➀➆➆❶❹➂❽➄➂❺ ❽❹❹❸❸➂❹➁❽❼➈❹➀➁❶❸➂❽➄❷❹➂❸❽❶❹➀❹➄❿❼❸➂❸❻❸➁❽➂➁❽❹❸❸◗➆❹➄➀❹❸➂ ➁❽➂➄➁❽➄❷❸❽➈➀➆❹❽❼❽➀❹➈❸❹❽❽❸➁➆❷➁❸➅❿➀➁❽❽➂➁❸➃❽➈➅❸ Why spin is having a good war/ Jackie Ashly/ New Statesman, 15.10.2001, vol 130, iss 4553, pg 8 ❛❜ ➀❸➄➂❹ ❸➀➂➂❸ ➀ ❽❽❸ ❹❹❷ ❸❹❿➀➂ ❷❹❸ ❿➀➂➂ ❽➆➅❸➀ ❻❽➀➂❸ ➃❽➈➅❸ ➈❹ ÆÏ·ÙÓ˜ ¯ËÒÈχ ❜ ❸❷❽❻❽❸❹➄❹❽➆❸➀❻➂➀➆❸➀➂➂❸❷➂❽➀➂➂❸❹❸❹➆❷❽➂❸❹❽➀➆❸➄❹➂➂❸❽❶❼❼➅❸❹❹❸ ➀➁❽❽❹❸➁❽➄❽❽➈➂❸➀❹❸❽➄➀➆❸➄❹➂➂❸➇❹❶❸➆❷❽➂➀❽❺❿➂❸❷➂❸❹➆❷❽➂➀❹❻➂➀❸❷❽❻❽❸❹❽❹❸❽❶❼❼➅➀ ❽➀➆➂❹ ❸➀➂➂❸ ❽❷➂ ❽❹❷ ➀❿ ❸❻➄➂ ❸➄❽❷➂ ❽❷❹➆➀ ❹❹❸ ➃❹➄ ➁❽ ➇❹ ❸➀➂➂❸ ❹❽❽ ➇➂ ❸➀➂➂❸ ❸❹➁➆➁❹❹❶❹➅❹➅➆❹➆➂❽❼❽❸❹❸➀➆❹❽➀❹➈❽➄➂❾❹➆❽❹❽❸❿➆➂➁❽➀❽❹➂❸❸❼❽➀❸ ➁❽➄❹❽➆❹➁❽➄❹❽➆➀❻➄ The masters of misinformation: Behind the Jo Moore affair lies a spin machine that has corrupted the senior civil service itself/ Nicholas Jones/ New Statesman, Feb 25, 2002 A spin too far/ Jackie Ashly/ New Statesman, 21.5.2001, vol 130, iss 4538, pg 8 ❜ Our great President is maybe an even greater spinman, says Transmedia chairman/ PR Newswire, Dec 6, 2002 ❜
❷❹❹❸ ❼❽➅❽➄❹➂ ➉❽❹❷ ➃➀ ❹➅➈❹➈ ➃❽➀ ◗ ❜❜❜❘ ❹❸❽➄➄ ➃❽➂❽➄ ➆➀ ➀❽ ➀➂➂ ➃❽ ❶➈➂ ❜ ❹❹❶❻➀➂❹➂➁❹➀❹➀❶➀❷❿➄❸❹➅➈❹➈❸➂❹❸❽➄➄❽❞❽➀❽➀➈❸❼➈➂➃❹➅➈➂❽➅❽✈❶❹➀❹❼❽➀➈ ❹➀❽❸➉❽❹❷✈✈❾➀❹➀❶➀➀❹❿❽➀❽➄✈✈❝❸➄➆❹❸❽➄➄✈✈❤➁❹❼➈➀❽➀➁❸✈✈❝❸➀❹❸❽➄➄➀❽❸➉❽❹❷❤❸❶❹❺➃❹ ✈✈❾➀❹➀❶➀➀❹❿❽➀❽➄➁❶✈✈❝➆❼➂❸❹
Alen Dershowitz, Goofball/ Byron York/ National Review, 2.05.2001
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
‰„‚Ù¯ÙÏ SPIN ÔÈ· Ï„·‰‰ ❽❿➅❶❽➄❷❹➂❸❹❽❸❽➅❻❽❽❽➆❽➂❸❽➂➃❽➈➅❸❾➀➂◗❜❜ ❛❜❘❺❽➄❷❹❹❷ ➁❽❽❹➂❸❹➄➀❾❹➃❽❤❽➆❹➂❸❹➅❽➈❸❷➄❶➈❹➈➃❽➀❸➄❽❹➀➀❷❸➁❽❽ ❹❽◗❜❜ ❛❘❷❽❽❹➈❷➄❹➂❶❽❺➀❹➄❽❽❻❹➂➀➁❽❽❻❹➀❸❹➄➀➀❻❹➀➀ ❸❽➀❹➈❽➄➂❿❽➆❹➁❸❽❹❻❹➂➀❸❽❷❻❹➆➂❽❸➁❽➄➀➆➆❽➈❸➀❾❷❸➆❷❽❸❺❽➀➄❹❿❽➅➈❸ ˙‡ ıÓȇ ¨È˘ÈÏ˘‰ ÈÓ¯‚‰ ÍÈȯ‰ Ï˘ ❜‰ÏÂÓÚ˙‰ ¯˘ ®±π≥≥≠¥µ © ÒÏ·‚ ÛÒÂ➛‚ ➁❸❽❹➂❹➀❻➀➆ ❹➀➁❽❶❹❹➅➂❹➄❽❽❸➁Æ❜˙Ȉ‡‰ ‰ÓÁÏÓ‰ ˙ÂÎÓ ˙‡ Ì„˜Ï ‰¯ËÓ· Êȇ¯· Ï˘ ÂÈ˙ÂÒÈÙ˙ ❸❷➄❶➈❹➈❹➃❽➈➅◗❽❽❸❽❿➂❹❹❽❿➂➁❹❷❽❹❽❽➅❻❽➁❹➅➈❘❽❹❹❽❹➁❽➂❹❻❸ ˙¯Â˘˜˙· ¯˜˘Â ˙Ó‡ Ʊ≥≠∑ ¯Âȇ ❸❽❸❽❹❹❽❹❞❹➂➁➀❹➅➀➆ ❹❸ ❸➈❽ ➃❽➈➅ ➂➀ ❹ ❽❿❸ ❶❹❷➂ ˙¯Â˘˜˙ ❶❹➂➀❹❽➄❸❸❸❷➄❶➈❹➈❹➆➂ ‰„‚ÂÙ¯٠ÔÈÙÒ ˙ȘÂÂÈ˘ ❸ ¯˜˘ ˙Ó‡ ❜ ➆❷❽➂ ➈❸ ø ‰„‚ÙÂ¯Ù Ï˘ ‰¯„‚‰‰ ‰Ó ❹ ➂❽❻ ❹➆❹➂ ➁❽➄❹➆❽❼ ❹❷❹➆ ➉➂➂❸➀❸❸➆❷➀➆➆❽➈❸➀❸❼➂➁❽ ➁❽➀❽➂❘ ➁❽➀➂➅ ❹➆➂ ➁❷❽➄ ❹➀❹➆➈ ❹ ❹❷➂➆ ❹➄❹➂ ➀➆ ❸❽➀❹➈❽➄➂ ❿❽➆➀ ❽❼❽❸ ❸❽➀❹➈❽➄➂➀➆❶❷❹❹❽❻➄◗❹➆❼➂❹➁❽➀❹❹❹➅➁❽❷❶❸❽➅❹➂❸❻➄❸❽➁❽❼➀❹➆❸ ➁❽❹➁❽❷➆❽❷➅❸❷➄❶➈❹➈❸❽➀❹➆❽❷➈➀❻❸➀❽➈❹❻❸❻❽➃❽➀❸❷➄❶➈❹➈➃❽➁❽➀❽❷➂ ❸➆➈❸➁❸➀❸❽➄➆➂❸➄❹❿➂➁❽➀➂➅❶❸❹➁❽➄❹➆❽❼❹❷❹➆➂❻❹❹❸➁❶❽❸➀❽❷❿ ❸❷➄❶➈❹➈❽➃❽➀❷❸❸➃❹❹➆❽❹❹➆❽➈➂❹❷❹➆❽➅❽➁❽➅➂❹➀❽➆❽➁➅➂➀❸❼➂❽❽➂ ❾❽➆❸➀❹ ➇❹➅➀ ❹❽❷❽➂➀ ❷➂➀❽❹ ❹➄❹➅❻❹ ❹➄❹❽ ❸❽❶❹➅➀ ➁❽➄❹ ➁❽❷❷ ❶❽❽ ❾➄❻➂❸ ❤❾➄❻➂➀ ❹❽➄❹➆❽❼➀➃❽➂❸➀❹➈➅➀❽❼❸➀❹➀❿❹❽❽❷❿➁➂➆❹❻❹❿❹❷❹➆ ➇❹❶ ÆCongregatio de Propaganda Fide؉ÂÓ‡‰ Ï˘ ‰„‚Ù¯ÙÏ ‰ˆÚÂÓ· Â¯Â˜Ó ‰„‚Ù¯٠‚˘ÂÓ‰ ➁❹❽❿ ➁➀❹➆ ➁❽❹➄❸ ➁❽➄❹❽➅➂❸ ❷❹➆ ➁❷➀ ❸❼➂ ❷➅❹➄ ➁❽➀❹ ➁❽➂❹ ➁❽➀➄❽❷ ❸❷➄❶➈❹➈❹➂❽❽❼➅❽➄❹➂❹❸❸➅❽➈❸❽➈➀➆❹❽➈❹❽➀❽➀➃❹❽➆❻➄❹➂❸❼➂❹➄❸➁➀❹➆ ❸❷➄❶➈❹➈❸❹➂➁❹❻❸➀➆❸➄❹➂➂❸❷❽❻❽❸❽❸❹❶➀➈➂❸➂❻➀❿❹➃❹❶❸❹➀❹➂➃❹❽➆❸❽❸ ❸❼➂ ❿➆➄❸ ❽➀❹➂❽➅ ❸➀❹➆➈ Æ˙È˘ÚÓ ‰„‚Ù¯٠➃❹❸ ➁❽❽➂ ➁❽❶❹➂ ➈➅➂ ❹❷➀❹➄ ❸❽➈❸ ➅❹❽➂ ❸➄ ➁❽➄➈ ❹ ❸❽➄➂❶ ❾❹ ❽➄❸ ➃❹❼➀➀ ❽❹❽❻ ❽➂❷ ❽❽➄ ➀➆ ❸➄❹➂➂ ❸❽❸ ÆÒÏ·‚ ÛÊ ✈‚ ❜ ❹❽❸ ❸➀ ❽➂❹➀❸ ❷➂❸ ➁❽❸ ❸❶➀➈➂❸ ❽➆❹ ❶➅➂ ❹❽❽❸ ➃❻➀❹➈ ❽➅❼ ➀❽❹ ➀❼❽❸ ➇➀❹❷ ❽➅ ➆❹➄➀❹ ➃❹❼ ❹❽❷ ❹➄❹❽➆ ❸❽➄➂❶ ❼➀ National Ministry for Public Enlightment and Propoganda❸❷➄❶➈❹➈❹ ➁❽➅➂❸➆❸❹❽❽❼➈➀➆❶❷➂❽➃❽➂❸❽❹❹➀❽➆➈➀❹❸❽➄➀➆❸❻➂❹➂❸❽❸❹❽➄➂❹❹❸❽➅❹➂❹➈➅ ❺➃❽❽➂➀➀❹❷❶➄❽➀❼➅❹➅❹❸❽❻❸➆❽❶❸❸➀❹❷❶❸❹➆❹➄❹❻➄❸➈❹❸➂❻➀➂❸➀➁❽➄❹❸❸❽➂❽❷❽❹❻❹❿ ❹❹❹❸➆❹❽➅❹❹❻❹➈❽❼❾❹❹❽➂➀➂❸❶❽❸➀➀❹❷❹➆❹❹➆➀❶❸➄➀➃❹➀❿❸❹➂➀❹❷❽❸➀❹❿❽❻❽❿❹❸ ❸❽➄➂❶❾❹❸➂❻➀➂❸➉➂➂❸❺❽❻❹❷❹➆❽❷❹➅➄➀➁➅➃❹➈❹❹❽❹❼➅❽❸ Joseph Goebbels/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=37927/ 18.6.2003
❽❹ ❽➄❸ ❸❶➀➈➂➀ ➁❽➈➅❿ ➅❹❽❶ ➅➆ ➀❼❽❸ ➇➀❹❷ ➀ ❽➂❹➀➄❽❸ ❼➅❽❽➂ -➃❽➈➅❸ ÆÏ‚ËÒÙ‰ ✈✈ȈÂÙ ✈✈ ËÒ¯‡ ❜ ❽❽➀❸ ❾❽❽❸ ❹❼➀ ❷❸❹ ❽➄❹❽➆ ❽❹➅❽❿ ➅❹❽❶ ❹❷❽➈ ❜➂ ❽❽➂❸❹ ❽❼❽❸ ❹❸ ➁➆ ❼➂❸ ➀ ❸ ➀➆❹➅➆❿➁❽➄❸➅➀❶➀➂❸❹❽❽❸❽❸❽❼➈❸❹➅❽❿➀❷❿➄❸➀➂➆➀➀➂❹❸❾❹➁❽➄❹❽➆➀❹➂➀❹➆❽➂❹❿➅❹➂ ❷❻❹❽➂➉➆❹❽❿❸➂❹➂➆➀➃❶➀❻❽➀❸➃❹❼❶➄❽❹❹❹❽❹❿❺❸❷➄➀❹✈✈❸➀➁➂❹❸❽➄❼❽➀❻ ❜❹❸❶❹➀➂➆❸ ❜➃❿➄❽➂❼➈➄❹➁❽➄❸➀➆❹➀❼❹❸➅➂❸❽➄❹➆➂➂❻❸❸❽➄➂❶➀❺❻❸➂❻➀➂❸➇❹➅❸❽➄➂❶❽➄❽❽➄❽➆❼➀❹❹❺❹❽➄➀ ❹❽➀➀➆➂➂❹❼➃❽➈➅➈❹❹➆➀❽❷❿❸➅❹❸❽❽❻❹❹➄❹➃❹❽➀❽➂ ➁➀❹➆➂❻➀➂❽❷➀❻❽❿❹❸❹❽❹❹➃❽ Primary Tartan (Adolph Hitler’s spin-doctor Ernst “Putzi” Hanfstaengl)/ New Statesman (1996), Oct 18, 1999
❹❽➁➂❹➅➈❹❹➆❷❹❹➄❹❽➆➈❸❸➀❹➂➆ Ɖ„‚Ù¯٠❜
ISBN 965-17-0103-X➂➆ ❜❛➈➅❽➃❹➃➁❸❺❿➂❸❽➆❸➃❹➀➂❸ Propaganda. (1718) 2: the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause or a person. 3: ideas, facts or allegations spread deliberately to further one’s cause or to damage an opposing cause. Merriam Webster’s Collegiate Dictionary/ 1997/ pg 935/ ISBN 0-87779-710-2 Propoganda/ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=117330/ 18.6.2003
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
‰„‚Ù¯٠❽➄❸ ❻❹❿ ➄❶➈❸ ❾❹➀ ❽➄❽➆❶ ❽❹➅❽➄ ➆❹➈➀ ❽➂❹➈ ❽❹➄❽➆ ➀❸❸ ➆❷ ➀➆ ➆❽➈❸➀ ❽❽➀❸❽➈❽➀❻❹❸❽❹❷❹❸❺❽❻➂➅➂➅➂❸➁❹➅➈➀❽❻❸❹➀❸➄➂❸➁❹❶❸ƉÈÂÓÒ ‰ÓÁÂÏ❽➆❽❸❹❹➄❽➂❸➆❽❶➈❹❹❽❹❼❽➀➆❹❽❸➃❹❿❷➆➅➂❸❹➂➈❽❻ Æ˙È„‚ ‰„‚Ù¯٠ÆÁÂÓ≠˙ÙÈˢ❽❽➂❻❸➁➆❽➄❿➀❽❸➀❸❼➂❽❹❸❹❻❹❿➀❹➂❸➆❽❶➈❹➀❹➀Æ˙È‚ÂÏÂÎÈÒÙ ❸➂ ❸➆❽❶➈ ❞❸❹❻ ❹❽ ❞❹❿❹ ❹❽❼❽➀❹➈ ❹❸ ❽❽➅➄❼➄❽ ❽❼❽➀❹➈ ❸❽❺➄❽❼❹❷➄❽ ➁➆➁❽❹➂❽➆❹➁❽➂❹❽❷❹❷❽❸➄❽➆❽➄➂❽❷❹➆➁❽❽❹➄❽➆❹➆➂❸➈❹❸➀❹❷❶➄❸❸ ➁❽❹❻ ➁❽➂➅➁❽❷➂➁❽➀➅➈❹➄❹➂➁❽❽❸➂➁❽❷❶➁❽➄❽➈➀❾➂ ➀➁❹➄❽➀➆➁❽➄❹➂❸➆❹➄❿➀➁❽➀❿❿❹➂❽➁❽❽❷❹➁❽❽❼➈➂➁❽➄❹➆❽❼❹ ❹➀❹➄➁❽❼❽➀❸❽❶❽❸➀➆❹❷❶❽❹➈❽➅❹❹❽❷❹❹➂➁❽➄❸❹❿❹➁❽❿➀➂ ❻❹❽➄❸❷❶❹➂❽❷❹❽❻❿➆➂➁❽➄❹➂❸❸❿❽➂➅❽❽❶➀❸❼➂ ❸➄❹➀❻❸➆➂❸❹❸❷➄❶➈❹➈➀➃❹❸❽❼❽❸❽➆❹➂❸ ❹➂❽❸❽❸Æ❜̇‰Ø‰˜È¯Â˯‰ ˙¯Â˙➀❹❿❸❻➅➛➛❸➄➈➀ ❹❽❷❶❸❹❼➅❽❹➃❹❼➀➈❜❛➅❼❹➅❽➁❽❽❼❽➀❹➈❹➁❽❶❹❶➂❷➁❽➄❼➈➂ ➁❽➆➄❿➂➀➁❸❽❷❽➂➀❽➄❹➆❽❼❾❹➈❸➀❽❷❿❸❽❹❼❸❽❹❻ ❶❽❽❹❹➀❽➆➈❽❷❿ ➁❽❽➀➀❿❹➄❹➆ ➃❹❸➉➂❸ Ɖ„‚Ù¯٠˙ÏÚÙ‰· ˙¯˜Ú ❹❹❽❸➀➅➂❸➀➆❸➈❹❸➀❹➂❷❹❹❷➂➆➃❹❸➁❽❽❿➂➆➃❹❻❻➀❽❸❽❷➆❽ ❸➀❹➆➈➀❹❹❹➆❽➄❽❹➆➀➃❹❿➄❸❽❸➈❹❸➁❽➆➂➀❹❻➂➁❽➀➂❹➁❽➄❽➂➂➁❽➄❸➂➀ ❹➄➂❘➁❽❽➀❿➀❿➁❽❽➂❽➄❸➀➂❽❶❸❹➂❹➈➀❽❸❹➀➇❼❸➀➇➀➁❽❻❸➀ ❸➄❶❸❹➂❽➀❸❸❘➁❽❽❺❽➈➁❽❽➂❽❽➀❸◗❸➅➄➈❹➂➃❷❹➁❽➂❹❽❿❹➈➅❹❷❻❹ ➀➆❶❷➁❽➀❽ ➅➂➀➁❽➅❻❽❽➂❸❹➄❹➆❽➄❸➉➂❸➁❽❽❻➁❽❻➀❽➆❽❸◗❹➂❽➀➂ ❸❷➄❶➈❹➈❸❽➅➂➁❽➅➂➀❸➀❹❷❶❹➂❿❼❹➀➀➁❷❸➀❶❽➂➆❹➂❿❸➀➆➀❹➅➂❸❹❿❽ ❹➂❿❻❹➀➂❹➂❹❽➀➄❹❽❹❻➂❹❹➀❹➆➈❹❶❸➃❹❸❽❹➄❸❻❹➂❸❽➀❻❹➀➀❹➄➈❹❽ ➁❽❷❹➁❽❽➅❹➂➁❽➄❹➆❽❼❹❶➈❹➅❸❽❽➀❸❸➂❹➆❸❹❶❹➄➆❸❽ID❷❽❸❽➄❸❹➄❹❿➄❹ ❹➂➆➀➉➂❽❻➀❹➂❹❷➅➂❸❹➂➀➁❽➅❻❽❽➂❸❹➄❹➆❽❽➀❸➉➂❸❹➂➆❹❻❸➂❹❽ ❽❽❼❽➀❹➈➀❽➆➂❹❸❹❹➅➂❸➂❹➆❽❶❸➀❽❷❿❽❸❹➀❸❹❿➂➅❸❹➁❸❹❸❽➂❷ ❽❸➀❷➆❹❽➂❸❸❷➄❶➈❹➈❽❹➄❽➂➁❽❷❻➈➂➁❽➄➃❷❻❸❽❽❼❽➀❹➈❸❽➄➈➀➆❽➆❼➃❹❽➃➂❸ ➁❽➅❻❽❽➂❸❹➄❹➆❽➆❽❸➉➂❸➃➂❺❾❹➀❸➄❹❹❿❸❹➁❽❻➄➁❽➆➂➃➂❺❻❹➀❽❹➄❽➀ ➀➁❽❽➄❹➂❸❸❸❽❷➂❸❽➆➂❹❹❷❹➀➁❸❹❽➁❽❻➀❹➂❸➆❹➄❿❸❽➆➂➅➂❸➆❸❹➄❽➀ ❽➂❹❶➆❹➄❿❹➆➂❹❿❽❽❹❸➈❹❸❽❶➂➁❸❽➀➁❽➄❹❶❶➅➂➁❽➂➂❹➂❶➈➂❽➀❿ ❹❽➅➂➂➆❸➀❹❶❸➀➉❹➆❻➈➂❸❷➄❶➈❹➈❸❽❸❹❻➈➂ ➁❽➆➂❹❸➀➆➆❽➈❸➀❹❽❸➄❸❹❽❹❷➂❸❹❽❷❸❹➁❹➄❸❹➄➂ Ɖ˜È¯Â˯ ❜
ISBN 965-17-0103-X➂➆ ❜❛➈➅❽➃❹➃➁❸❺❿➂❸❽➆❸➃❹➀➂❸ Rhetoric. [Latin - rhetorica ; Greek - rhetorike] (14c) 1: the art of speaking or writing effectively: as - a: the study of principals and rules of composition formulated by critics of ancient times. b: the study of writing or speaking as a means of communication or persuasion. 2 a: skill in the effective use of speech. b: a type or mode of language or speech; also: insincere or bombastic language. 3: verbal communication. Merriam Webster’s Collegiate Dictionary/ 1997/ pg 1004-5/ ISBN 0-87779-710-2
❸❹➂❹ ➃❽❹❼ ➁❹➄ ❸❽❹❼➅❽❸ ➁❽❿❹➂❸ ➁❽➄❹❸ ➁❽❽➆❹➂❸ ➃❽➈➅❸ ❽➈❹➂ ➅✈✈❸➄➈➀ ❛ Òˇ¯˜ÂÒȇ ❜❛ ❹❽❽❻➂❻❽❹❹❸❹❽❽❻➈❹❸➄❹➁❽❼❽➀❹➈❸❹➁❽➀❹❼➀❼➄❽❸➁❽❽❻❸➀➆❽❺❿➂❽❹❼➅❽❸❹➂❿➁❽➂➂❹❽❿❽➄❹ ➀❸❹❸❷➂❸❽➂➆➃❹❻❼➁❶❹➀❹➅❻❸❽❸❹❻➂❼➈➂❸❽❿➆➂❽➄➈❹➆❽➈❹❸❹❽❽❽❹➆➁❽➂❹➄❽❿➂ ❸❽❸➀❷❸❹❶❸❸❻❼❸❿➁➀➀❹❻❽➀❸❹➀❞➁❽❽❹❽➁❽❽❻➀➁❽❻➄❿❸➅➆❸➄ ❾➂➁❹➄❸❹ ❷➅❽➈➅❸❽➈➈❹➂❽❹❼❽➀❹❿❽❽➆➃❽❽➄➆❸➃❹❼➀➈❽❽➆➂➀❶➆➂➀➁❽➈❹➅❹➀❽➈❸➁❽➄❹❽❷➀❺❹➀❹❶❷➀❹❼➀❼➄❽ ❹❿➂➀➃❿❹➂❸❽❸❹❷❻➆❹➄❿❸❹➄➂❹❸❽❹❼❽➆❷➂❸➃❹❼➀➈➀❸❽➂❷❸➂❹❽❷➆❽❽❹❸➂❸➄❹❸❽❸ ❸❿➀❸❿➁❽➄❹➆❽❼❸❶❸➀❶❹➄➆❸❹➆❸❼➂➀❿➁❹❷❽➀❹❽❹❽❿❹❹❽❹❽
Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=43907/ 18.6.2003
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÈÈ˘È‡ Ìȯ·˘Ó ÏÂ‰È ‰˙‡ ̇‰ ¨ÈÏ ÁÏÒ➙ ∫¯·ÚÏ ˜ÚˆÂ ‰ËÓÏ Ì„‡· ÔÈÁ·‰ ¨‰·Â‚· „¯ÂÈ Â„ÂÚ· ÆÂί„ ˙‡ „·È‡˘ ÔÈ·‰ Á¯ÂÙ ¯Â„η Ì„‡ ‰˙‡➙ ∫ÂÏ ‰ÂÚ ‰ËÓÏÓ Ì„‡‰ Æ➙ ȇ ÔÎȉ Ú„ÂÈ Èȇ Ï·‡ ¨‰Ú˘ „ÂÚ· Â˙ȇ ˘‚Ù‡˘ ¯·ÁÏ È˙ÁË·‰ øÈÏ ¯ÂÊÚÏ ÏÂÎÈ ·Á¯ ˙ÂÏÚÓ µπ≠∂∞ ÔÈ·Â ¨ÔÂÙˆ ͯ‡ ˙ÂÏÚÓ ¥∞≠¥± ÔÈ· ¨‰Ó„‡‰ ÏÚÓ Ï‚¯ Ûχ ≥∞ ‰·Â‚· ÛÁ¯Ó ¨Á¯ÂÙ ¯Â„η ‰Ú ¨➙ ÔηÂ➙ Æ➙ø˙Ú„È Íȇ ➙ ¨‰ËÓÏÓ ˘È‡‰ ÂÏ ‰Ú ¨ ➙ÔÂÎ➙ Æ➙°Ò„‰Ó ÁË· ‰˙‡➙ ∫¯·ÚÏ ˜Úˆ ÔÂÏ·· ˘È‡‰ Æ➙ ·¯ÚÓ ÔÈÈ„Ú È‡˘ ‡È‰ ‰„·Âډ ¨Ú„ÈÓ‰ ÌÚ ˙¢ÚÏ ‰Ó ‚˘ÂÓ ÈÏ Ôȇ Ï·‡ ¨˙ÈÎË ÔÂÎ ÈÏ ˙¯Ó‡˘ ‰Ó ÏÎ ➙ ¨ÔÂÏ·· ˘È‡‰ ÂÏ ¨ÔÂÏ·· ˘È‡‰ ‰Ú ¨➙ÔÂÎ➙ Æ ➙ Ï‰Ó ÁË· ‰˙‡ ʇ ➙ ∫·È˘‰ ‰ËÓÏÓ ˘È‡‰ Æ ➙ ·¯ ¯ÊÚÏ ÈÏ ˙Èȉ ‡Ï ‰˘ÚÓÏ Æ„Â·‡ ¨¯È‡ Ï˘ ‰Ï„‚ ˙ÂÓÎ ÏÏ‚· ˙ÈÏÚ˘ Ô‡Ï ˙ÈÏÚ ¨Íω ‰˙‡ Ô‡Ï Â‡ ‰˙‡ ‰Ùȇ Ú„ÂÈ ‡Ï ‰˙‡ ¨ÔηÂ➙ Æ➙ø˙Ú„È Íȇ➙ · ·ˆÓ Â˙‡· ‰˙‡ ‰˘ÚÓÏ Æ‰ÈÚ·‰ ˙‡ ÍÏ ¯Â˙Ù‡ ȇ˘ ‰ÙˆÓ ‰˙‡Â ¨‰· „ÂÓÚÏ Íȇ ‚˘ÂÓ ÍÏ Ôȇ˘ ‰ÁË·‰ ˙ÁË·‰ ❜❜ Æ➙ È˙Ó˘‡ ÂÊ ÂÈ˘ÎÚ ‡Â‰˘ Íȇ Ï·‡ ¨Â˘‚Ù˘ ÈÙÏ ˙Èȉ ❾❹❿❽❻➀➀❽❹➂➁❽❼➄➂➀❸➃❽❸➂❸➅❹❻➁❹❽❽❸❽➄❹➂❸➅❹❻➂❸❹❿➁❽❻➈➂➁❽➂ ➀➀❿ ❾❷ ➆❹➄ Yang❶➄❽❸ ❹❻❹❿ ➃❽➀ Yin➃❽❸ ❹❻❹❿ ➃❽ ➃❹❺❽ ➅❹❻ ➂❸ ❹❽❸ ➁❷➃❽❻➂➀➁❷➃❽❸➄❹❿➂➀➁❷➃❽➁❷➀➁❷➃❽❹➂➆➀➁❷➃❽❸❽❹➀❹➂ ➁❽➀❽❹➂➁❽❽➆➀➂❽➂➃➂❺❸❹➁❽❽❻❹➄➁❹❽❸➁❽❽❿➂❸➁❽❼➄➂➀❸➃❽❹❹❽➅➀ ❶➅➂❹➅❸➀➁❽❽➂❸➁❽➂❷➆❹❻❹➈❹❷❿❷❹❽➀❸❿❽➀❸➀➁❽➄❼➁❽➂➂➅❹❿➀ ❹➄❽❽❻ ➀➆ ❼➀❸➀ ➅❹❿❸➂ ➆❹➄➂➀ ➂❸ ➀➆ ❼➀❸➀ ❽❺❿➂❸ ❹➄❷❽➈ ❹➄❹ ❹➅❸ ➁❽❽❻❸ ➁❽❿❹❿❽❻❸➂❸❹❿❽➄❻❹❹❽➈➄➁❽➀❷❶❹➄➇❹➅➀❿➀➂❽❹❹❽❹❸❽➄❹➂❸➀➂➀❹❺❻➀❹ ❽➄ ø˯ى ÚϘ ÂÈχ È˘È‡ ¯·˘Ó ÔÈ·Ï ¨‰È„Ó· ‡ Ô‚¯‡· ÈÏÂ‰È ¯·˘Ó ÔÈ· ÈÊίӉ Ï„·‰‰ ‰Ó ❸❽➄❸❸❽➆❸➀❽➆➂➃❹➈❸➄❹❸❹➂❽➂❽❽❽❽❸❹❽➄❹❶❸➁❽➂❸❽❶❹➅ ❸➂❽➂❸ ❹❽❹❼❽➅❸ ❽ ❸❸❺ ❸➄❹❸ ❸➂❽➂❸ ➂❸ ➀ ❹❽➅❽➈❸ ❹❿➀❸ ➀❹➈❽❼ ➂❸ ➀ ❹❽➅❽➈❸ ❹❿➀❸ ➀❹➈❽❼❸ ❷➂❽ ❽➄❹❶ ➂ ➀ ❸➂ ❸➄❹ ❸❽➄❸ ➁❽➀❿ ❹➆➂ ❻❸ ❹❽❸ ˙ÈÓÈÙ ˙¯Â˘˜˙ ˙ȈÈÁ ˙¯Â˘˜˙ Ʊ≥≠∏ ¯Âȇ ➂➀❸➂➁❽❽➄❹❽❻➁❽❽❹ ❽➈➀❿ ❽❹❸ ➀❹➈❽❼❸ ❷➂❽ ❽❽ ‰‡¯Ó ‰‡¯Ó ❽❽❸❽➅❽➈❸❶➅➂❸❾❹➀➁❽➄➈ ‡È‰ ÈÓ ¨¯È˜‰ ÏÚ øÌÈ˘· ‰Â‡‰ ❽❸➀ ❷❽➄ ❹➄❻❹➂ ❾❹➀ ❼➈❸ ➀ ➁❸➂❸➅❹➈➄❹❷❷❹➂➄❷❽❿ ❸❹❿❹❤➁❽➄❿➅➂❽❶➄❹❹➄➂➆➀➆➁❻➄ ❾➈❽❸➀❹❸❽❽➆❽➀❸➄❽➈➀❻❷➄❾❿➂ ❺❻➄ ❽❹❽❻➁➀❹➆➈❸➉➂➄ ➀➆ ❹❽❻ ❻❽➄ ❸➂❹➆ ❽➀➆ ❹❻➄ ❜❼➄❼➄❽❸➂ ❜❜ ❽➄❸➉❸❹❷❿❶❽❽➂➃❽❸➁❽❽❻❸❹➆➈❹➀❿➁❽➈❽➂❸➁❽➂❽➀➂❸❹❻❹❿❸❽➄❽❻❺➂❸❸❻➂ Æ‚‡È≠ÔÈ ❶❽❽➂ ❶➄❽❸ ❹❹❹❹➂ ❹❹ ➁❹❿ ➆ ➂➄❸ ➁❽➀❻➄❸ ➁❽➂➆❸ ➁❽❽❶❹❺❸ ➁❽➈➅➂❸ ➁❸ ❹❽➀➂➅ ❶➈❹➅❸❹ ❽❽➅➈❸ ❾❹❻❸ ❽➄❹❹❹❹➂➀❹❹➀❿➆➃❹❷❸➁❽❸❸➁❽❽❶❹❺❽❸➁❽➈➅➂❸➁❸❹❽➀➂➅❽➄❷❹❻❸❹❽❽❼❸❹❸❽❿❺❸➁❽❽➂❸ ➁❽❿❽➀❸❸ ➁❽➂ ◗➁➂❼➂ ❽➄❸❹ ❶➂ ❷❻❸❘ ➁❸❽➄❽ ❻➂❸❹ ❽✈ ❽❼❸ ➃❹❽➀➆❸ ❻❹❿❸ ➀ ❸❷➀❹ ➁➄❽❸ ❹❻❹❿❸ ➂❻➃❹❽➆➀❻➂❶➄❽➃❽❽➄❽➅❸❸❻➂❽❸❸❹❸❸❿❸➀❹❶❽➆❸❽❻❽➄➁❽❶❽❽➂❸❽➄❹➂❸❹➀❹❿➁❹❽➁❽❻➂❸ ➀➁❹❽❸❹❽❹❺❻➂❽➄❽➅❸❸➄❹➂➀➅❽➅❸➁❽❹❹❸➂❹❽❷❻❽❸➂❷❹➁❽➂➉➆❿➂➁❹❽❸➁❽❽❿➂❸➁❽❼➄➂➀❸ ❽➂❹❻ ➀❿ ➀➆ ➆❽➈❸ ➁❽➄ ❽➈➀ ❾➀❸➂ ❶➄❽➃❽❸ ❼➈➅➄❹ ➁❷❸ ❽➆➂❹ ➆❼❸ ➁➀❹➆ ➃❽ ❸ ❹ ❹❶❶❹➈❸❹ ❹❹❹❽❸ In-Yo❹❽➃❽➁❸❻❸❽➆❸➆➃➈❽❼➀➄❼➈➅➄❹❸➀➂➂❹❹➄➂❹❸❹➈❸➄❹➂❸❽❶❹➀❹❼➅➀➆❽➄❽➅❸❸❻➂❸ ➆❽❸➄❹❹❿❸❞➀❺➂➅❹❻❽➂❽❹➀❺➂❽➂❽❸➄❹➂❸❘❽➄❷❹➂❸❸➈❹➁❶❿❽➄❹➆➈❸❹❽➄➈❽❸❸❻➁❽❽❻❸❽➂❹❻➀❿➀❷❻ ◗❸➄❹❻➀➁❽❷➆❹➂ Encyclopaedia Britannica Article/ www.britannica.com/eb/print?eu=80067/ 30.12.2003 The Power of Positive Thinking/ Norman V. Peale/ Fawcett Crest, 1988/ ISBN 0-449-21493-1; Success through a Positive Mental Attitude/ Napoleon Hill, W. Clement Stone/ Pocket Books, Simon & Schuster, 1987/ ISBN 0-671-67137-5
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÎÒÏ Ô˙È❸❸❸❽❹❼❽➅❸➁➆❷❷❹➂➄❹➄❽❽❹❹❹➄❻❹❿➀❿❹❶➂❸➄➁❽➆❹❸ ˙ÂÏÈÚÙ‰ ¯˜ÈÚ È˘È‡ ¯·˘Ó· ÂÏȇ ¨ıÂÁ ÈÙÏÎ ‰ÙÂ˙ ˙È˙¯Â˘˜˙‰ ˙ÂÏÈÚÙ‰ ¯˜ÈÚ ¨È‚¯‡ ¯·˘Ó·˘ ❽❶➉➂➀❶❽❸➄➂❸➀➆❽➄❹❶➂➁❶❽❹❸➂❸➀❷❸❸❹➂➀ÆÌÈÙ ÈÙÏÎ ‰ÙÂ˙ ˙È˙¯Â˘˜˙‰ ❹➅➆➀❹ ❽❽❸ ❹➅❽➈ ➀➆ ❸❷❹➆ ❽❽❻➂ ❸➂ ❹❻❹ ❺❻➀❹ ➁❽❽➄❹➂ ➅➄➀ ❹❽❹❽❻ ➁➀❹➆ ❻➀❽❽➂❹❽➅➀❻➄➂❸➆❷❹➃❽❸➀❹❹➂➆➃❽➀❹➄❽❽➂❽➄➈❽❹❹➀❽➆➈ ❺❻❸❹❶❿❹❺❹❹➄❹➂❹❽➅➀➃❽❽❹❸❽➄➂❻❹➀❹❽❹❽❻➁➀❹➆❽❶➉➂❽❼➈❸ ❽❽❸❹❽➄❹❶❸➁❽➂❸❽❶❹➅❽➄❾❽➀❸❸➀❹➈❹➅➁❽❽❻❸❽➂➁➆❹❷❷❹➂❸❹❻❹ ➁❽❶❷❸❽➁❽❽➄❸➃❽➀❷❸❸❽➄❹❽❻❹❽➂❽➄➈❽❹❹➀❽➆➈➀❸➄ ➁❸È˘Â‡‰ χȈËÂÙ‰Ó ÌˆÓÂˆÓ „Â‡Ó Ï‚ÚÓ· ˙ȯÒÂÓ Â‡ ˙ÈÏ΢ ¨˙ÈÒÈÙ ÌÈÈÁ Ì„‡‰ È· ·Â¯ ➂❸➀➀❶❸➉➂❽❹➈❹❶➀❿➂➁❷➀❸➂❹❷➈➄❸❹➂❹➆➂❹➁➄❹➂❽➆❺➀❻➁❽➂➂ ÌÁÂω ˙ÓÎÁ ❷➀ ❸➄❼❸ ❹➆ ❺❽❺❸➀❹ ˙ÂÁÂΉ ˙‡ ‡ˆÂÓ‰ ¨ÏÈ‚¯ Ì„‡ ‡Â‰ ¯Â·È‚ßßß ➁❽➂➁❽➁❽➂❹➁❹❽❻❽➂ ÌÈÓÒÁ ˙¯ÓÏ ¨„„ÂÓ˙‰Ï ˘˜Ú˙‰Ï ❸➂➀➆➂❹➄❹❻❹❿➁❽➂❹➆❸➂❿❷➆ ßßÆÌÈÈ˙Óȇ Christopher Reeve, "Superman" ➁❽➄ ❽➈➀ ❾➀❸➂ ❹➄➆❽ ➀➁❽➀❿❽➅❽➈❽❿❸❸❹❽➂➁❽➂➁➆❹❷❷❹➂❸➁❹➆➂➁❽➀❿➃❹❹❶➂➁❷❸❽➄❹❻❽➈ ❹➄❽❷➂❸➄❹➂❸❹❷❸❹❿➆➂❹➅❸➁➆➁❽➄❹❸➂❹❽❸ ❹❷❷❹❸❹❸❽❼❽❷➂❸➀❽➈ ➀❹➆➈❹➁➆❷❷❹➂❸➀❹➁❽❶❹➀❹❿❽➅➈➁❽➀❿➇❽➀❻❿❹➂❽➀❹➅➄❿➄❸➆❸➂➆➂❸ ❽➆❸➆❸➂❸➇❹➅❹❷❷❹➂❸➀➀❹❸❻❽➀❹➆❽❽➅❹➆➈❹➂➀❹❻❿❸❸❻❷❸ ➁❽➛❶❽❽❹❽➄❷❻❸➃❷❽➆❸➀➁❽➄❽❽➈➂❹➀➆➁➀❹➆❹➅❽➈❹❻➈❸➁➆❾➀❽❹➁❽➆❸❹➄➂ ❹➅❽➈➅❽➅➀➆➁❽❽❻❸❽➂➁➆❷❷❹➂❸➀➇❽❷➆❹➁❽➂❸➂❻❹➀➈❽❸❹❸ AA/ Alcholic Anonymous ❸➀➁❽➀❸❹➂➅❹➈➂❸➂❹❹❽❽➀❹➈❽❼❹❼❽❹❻❹➈❹➀ ➁❽❶❹➅➂ ➂ ❽➂ ➁➆ ❷❷❹➂❸➀ ❷❽❿ ➁❷ ❽➄ ❸❻➄➂❸ ❸➈➄➆ ❹➈➅ ❸❻➈❸ ➁❽➄❸ ❾➀❸➂ ❹❹➂➅❷❽❽ ❜➃❼➅ ❛➁❽❽❹❽➁❽➂➁❽➀➀❹❿➁❽❽❻❽➂➁❽➄❹ William James (1842-1910) to W. Lutoslawski, May 6, 1906 Bartlett’s Familier Quotations/ John Bartlett/ Little, Brown & Co, 1992/ ISBN 0-316-08277-5/ pg 545, no 6 A Hero/ via Madhuri Roy/ www.kryon.org, 21.7.2003
❷❽➆➀❿➃❹➄➆❶➀❿➀➁❽❷❽➆➀❽➈❹➅➃❽➃❹❹❶➂➁❽➂❽❽❽❿➅❹❶➁❽❼➄❹❹❸➆❷➂ Ư·˘Ó ÌÚ ˙„„ÂÓ˙‰Ï ÈÏÎÎ ‰ÏÈÙ˙‰ ➁❷➀➈➂❸➀❽➈❸❽❽❶❹➀❹➄❿❼❹❸❽➆❽❽➄❸❽➈➀➆❸❹❹❸❼➈❸❹❼➀❻❸❹➆❹➆➂❷➆❸➂❷➀➂❽❹➂ ❷❽➆❸❽➂❶➀➁❽➄➂➁❽❹➅➂➆❶➁❽❶❸❹➄❸❾❷➃❼❽❹➄❽❹➆➂➁❽❽➆➀❹❽❽❻➂➂❽❽❷❽➆❸❹➄❹❺❽❹❻➀ ➁❽➄ ➂➀ ❸❽ ❽❹❷➂ ❹❽ ❹❽➂❸ ❽❽➀ ➆➂ ❸❹❹❸ ❹❽❽❼➀❹ ❹❽❻ ➀ ❸❹ ➃❸ ❷❽➆❸ ➀ ❹❽❹➈❸ ➅❹❶➁❽❼➄❹❹❸❽➅❽➈❸❹❹❸❷❹❽➂❾❹➀❿➂❸❺❹➂❽❽❸❹❽➈❹❽❷❽➆❹❹❹❿➂➄➁❸❽➀➁❽➄➁❽❽❽➂ ❸➀❽➈❸❹❽➂❼➅➁❽❻➂➃➂❺❹❹❹➆❹➂➀❷❻❼➅❷❹❽➂➀➁❽❽➂➀➂❹➁❽➂➃❿❽❸❷❹❽➂❸❽❹➄❽❹➆➂ ➁❷❸➇❹❶➃❸❹➁➀❹➆➃❸❽❹➄❽➀❸➈❹➆➂❷➀❹➈❶❽❽➂❹❶❹❸❹❻❸❻➂❷❻➂❸❸❽❶❹➀❹➄❿❼❸❸➄❽❸ ❹➄❽❽❻❹❽➂➀➁❹❾❹➈❸➀❹❹➂❹➀❻❼➀➃❽➄❸❸➈❸
The Isaiah Effect/ Greg Braden/ Three Rivers Press, 2000/ ISBN 0-609-80796-X
❸❽❼❽❷➂❹❸❽❸❻❽❹➆➂✈❸➀❹❸➃➄❹❿➀❸❼➂➁❽❽➄❹❽❻❸➁❽❽❹❽❶➂❹❸❽➅❸➂❽➄➂❺❸❽➈ Æ˙„„·˙‰ ✈✈➅❸❷❻❽➃❹➅➄❺❻❽➀❽➀➅➂➃➂❻➄❽❾❽➁❸➁➆❷➀❹❷❷❹❸ ❽➀❽❿❹➅➅❹❸➆❶❸❽❹❷❿❹➁❽➂➅❹➀❹❸❹❿➀➀❹➂❹➄❻❹❿➅❹❻➁❽❷❹➂❹➄ ÆÌÂ˜È˘ ˙ÈÎÂ˙Ï ÌÈ·Ï˘‰ ±≤ ❹➄➄❹❽➆❸➀❸❼➀❻❸❹➄➀❽❹➄❹❽➈➀❹➄❹❽❺❻❸➀➀❹❿❽➀❹❷❶❻❹❿❽❿❸➄❹➂➀❹➄➆❶❸➀❹❸❽➄➀➁❽➄❽➄❽➀➀❹❿➈❸❹➄❽❽❻❹ ❹➄❷❹❸❹➄➂➆➀❹➂➀➀❸❽➂➆➂❽➅❹➂❷❹➅❽➄❽❻❹❹➈❽❻❹➄❿➆❹❹➁❽➄❽➂❹➄❽➈❿➁❽❸❹➀➀❹➀❹➈❽❼➀❹➄❽❽❻❹ ❽➂❶➈ ➀❿ ➁❽➀➆❸➀ ➁❽❸❹➀➀ ➀ ➁❽➄❿❹➂ ❹➄❻➄ ❹➄❹❽➆ ➀ ❽❹❷➂❸ ❽➈❹❸ ➀➆ ➇➅❹➄ ➁❷ ❽➄➈❹ ❹➄➂➆ ❽➄➈ ➁❽❸❹➀ ❽➄➈ ❷➄❸➃➀➁❽➄❹❿➄❹➄❹❹➄➆❶➈➁❸➁❽➄❸➀❿➀❸➂❽❹➄❿➆❛❹➄❹➄❹➅❻➀❿❽➅❽❹➆❽➄➁❽➂❹➀➀❸❹❽❽❸ ❾❹➆➀❹➄❿➂❸➁❽❻❹➁❸❸➄➆❶➈❹❽➄➈❸➃❸➁❽➂❼➆➂➀➃❽➄❸➈❽❹➀➁❽➄➀❹❽❽❹❽➄➈❹➄❿➆❜➁➀❹❿❽➄➈ ➈➀❹➄❽❸❽❼❽❷➂❹❸➀❽➈❹➆➂❽❷❽❽➂❹➄❹❽❶❹❷❹❸➀❹➁❽➀❹➂➀➁❽➆➂❹❽❾❹❹➄❹❶❸➄❸❻➆➂ ❹❹➆❸❹➄❽❹❹❻❸❺➃❹➁❽❽➀❻❹❿❸❹❹➄❹➆❹➄❹➆❷➀❽❷❿➀➀➈❸➀❹❹➁❽➄❽➂❹➄❽➈❿➁❽❸❹➀➁➆➆❷❹➂ ❹➅➅➀❹❸➆❶❸❽❹❷❿➀❹➁❽➂➅➀➁❽❹❿➂❹➁❽❼➅❽➀❹❸❹❿➀❷❹➆➀➅➂❸❽➆❸➀❹➄❽➅❽➄❹➀➁❽➀➂❸❹❿❽➄❻❹ ❹➄❽❽❻❽➆➂➀❿❹➀❹➄❹➆➁❽❽➀❹❽➀❽❿➀
AA Big Book - Chapter 5/ http://www.recovery.org/aa/bigbook/ww/chapter_5.html/ 11.10.2003
❞ISBN 0-944353-00-2 ❜❜➅❹➈❹❷➀❽➈❷➅➂❽❽✈❶❽➂❽➂❸❸❹➄❸❞➅✈✈❸❷❻❽➀➅➂➃➂❻➄❽➉➂❹ The Monk who sold his Ferrari/ Robin S. Sharma/❞❜❜ ❷❹➄❷❜❜➁➆❹❽❽❸➀❺❽❹➀❾❽❽❻➈➀➀❹❿❽❸
HarperSanFrancisco, 1998/ ISBN 0-06-251567-5 8 Weeks to Optimum Health/ Andrew Weil, M.D./ Alfred A. Knopf, 1997/ ISBN 0-679-44715-6❛
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
❸❹❸❽❶❸➁❽➆❹❸➀➅❻❽❽❸➀❻➄❸❾❷❸➁❽❻➂❸➂❹❸❽❻➄❸❸❽➈➅➂❸❹❸❸➄➅➂❸ ➀❹❿❽❽❹➆➂➂❷❽➈➃❹❸❻❹❿➀➂❸➀➆❶❸➀❹➄➀❹❿❽➀➆❽❺❿➂❸➆➈❸❸➀❸➉➂➄ ❾❹➀ ❽❹ ❹➀❽➆➈ ❸➅❽➈❸ ➄❹❹❿❸ ❹➆➂ ❸➄➄ ➃❹ ❻❹❿❹ ❹❷❽❸❸❹ ❹❷❷❹➂❸❸ ❹❽❹❸❹❽❶❼❼➅❸➁❽➁❽➂❽➄❹❽❻➀➈❼➂❹❸❻➄➂➆❹❽➅❹❷➀➙❶➄❹➄➙❝❻❹➂❸ ➁❶➃❹❿➄➀➀❿➀➃❹❿➄❸➂❹❸❺❸➄❽❽❸❽❽➂❹❽➄❹❶➂➀➁❽❽➅❽➈❸➁❽❽❿➂❸➄❹❹❿❸ ❼➈➀
Ìȯ·˘Ó ÏÂ‰È Ï˘ ·Ï¢Ӊ Ï„ÂÓ· Ȃ˯ËÒ‡ ÔÂÈ„ ¨Ìȯ·˘Ó‰ ÏÂ‰È ¨‰ÈËÓÂÏÙÈ„‰ ¨˙‚ȉӉ ˙¯Â˙ ≠ „ÂÓÈω ÈÓÂÁ˙ ˙˘˘ ˙‡ ÂÁ˙È˘ ȯÁ‡ Ìȯ·ÁÓ „ˆÈÎ ¨‰È‚˯ËÒ‡‰ ÌÁÂÏ ÂÓˆÚ ˙‡ Ï‡Â˘ ªÌÈÈ˘È‡ Ìȯ·˘Ó ωȠ‰„‚Ù¯ى ¨ÔÈÙÒ‰ ÌÈÓÂÒÁÓ‰ Ȉ¯ÂÙ Ï„ÂÓ· ¯·˘Ó Ʊ≥≠π ¯Âȇ øÌȯ·˘Ó ÏÂ‰È Ï˘ ·ÏÂ˘Ó „Á‡ Ï„ÂÓ· ÂÈ„ÁÈ Âχ ÌÈÏÎ ¯ÙÒ‰ ˙‡ ÏÈ·ÂÓ‰ „ÂÒȉ Ï„ÂÓÏ ¯·Á˙‰Ï ˘È ¨˙È˘‡¯ øÌÂÒÁÓ ❸❷❹➄❸ BlockbustersØÌÈÓÂÒÁÓ‰ Ȉ¯ÂÙ Ï„ÂÓ ≠ ¯·˘Ó ❹➄❽❸ ❹❹❸➂ ➂ ➈❸ ➀❽❻ ❷❹➆ ❸❸❹❸ øÔ‡Ï ø‰Ùȇ ➁❽❿❷➛➛➁❹➅❻➂✈✈❹➀➀❷❹➂❸❷❶❸❽➈➀➆➛➛➁❹➅❻➂✈✈ RoadBlock ➆➄❹➂❸ RoadBlock ❾❷❸ ➁ ➀➆ ❽➄❸ ❽➂❹➈ ❹➁❸❽❷➆❽❹➁➄❹❺❻➂➂➀❼➈❸❸➄❽❷➂❸➃❹❶❸➂ ➀❷❹➂➛➛❤❾❽❸✈✈➀➀➆❽❸➀❸➁❽➂❸➀❹❸❽➄ øÍȇ ➆❹➄❽ RoadMap ➁❽❿❷ ➈➂ ➃❽❿❽ ➃❹❶❸ ❸❺➆ Ìȯ·˘Ó ÏÂ‰È ❹➆❸ ➀ ❹➄➂❷❺❸❸ ➃❹➀❻ ❶➅➂ ❹❽❸➂ RoadMap ➉❹➈❽ ➇❹➅➀❹ ➁❽❺➄ ➇❽❸ ➁❹➂❽➄❽➂➀ ➁➂❽ ➁❽❿❷❸➛➛➁❹➅❻➂✈✈ ❷❶➄❿❹ ❤❸❼❽➀❹➄➄❽❹❽❹➈➀❽➂❹➈➁❹➅❻➂❸➃❿❸❷❽➂❹❺❽❽➄❸❽➀➆❸❽➄❸❸➀❸ ¯·˘Ó ÈΠ„ÓÏ❤❹❽❹❿➀❸❹➆❹❸➀➆❼➀❸➀➁❽➂➀❹❸❽➄❹❹➆➂➃❽➄❸❷❽➂❹❺❽ ≠ ˙ˆ¯Ù˙‰‰ „ÚÂÓ Âȉ ¨ÔÓʉ ¯Èˆ ÏÚ ÌÈ·Ï˘‰ ÔÈ· „ȯÙÓ˘ ‰Ó ÆÌÈ·Ï˘ È˘Ï Ô¯˜Ú· ˜ÏÁ˙Ó ❷❹➄➀➁❷❹❸➂❹➆❸➂❿❷➆❹❹❷❸➂❿❹❽➄❸➂❿❾➂❸➀➀❹❿❽❸➆❹ƯÂÊÁ≠ÏÚ‰ ˙„˜ ➁❽➀❽❹➂❸ ➁❽➆❹❸ ➃❽ ➀➀➀➂ ➆➄➂❸➀ ❹➄❽➀➆ ❹➈❸➀ ❹➀❽❹➂❸ ❹❽❹❻❸ ➃➄❽❸ ❹❺❻➀➆❸ ❸❽➈❹❽❸❸➂➆❹➈❸❸➃❽➀❞➁❽➄➇❹➁❽❷❹❻➁❽➂❽❾➂❸➀➁❽➀❹❿❽❸❹➈❸➀ ·Ï˘‰ Âȉ ¨˙ˆ¯Ù˙‰Ï ÌÈ„˜Ó‰ ·Ï˘‰ ❷➆❹➂ ÌÈ·Ï˘ ÈÙ≠ÏÚ Ìȯ·˘ÓÏ ÌÈӯ‚ Ʊ≥≠±∞ ¯Âȇ È˘‰ ·Ï˘‰ Æ PREØÌ„˜‰ ·Ï˘ ≠ ¯·˘Ó Ï˘ Ô¢‡¯‰ ❹➄❷➂➀➁❽❻➂❸➂ Æ BANGØıˆÙ‰ ·Ï˘ ≠ ¯·˘Ó Ï˘ ıˆÙ Ì„˜ ÌÈ·Ï˘ ➁❽❹ ➁❽➂ ❹➈❸➀ ➁❽➂❹❶❸➂ N ❽❿ ❹❽➀❹❸❽➄❹ ❹❽➄❿❼ ❹➀➂ ➁❽➆❹➄❸ ➁❽➆❹ ≤µ• ∑µ• ÌÈӯ‚ ➁❽➂❹❶➂ ➁❽➆❹➄ N ➁❷❸ ➀ ❹❿➂➂ ➉➈❸➀❹➈❸❸❷➆❹➂➁❽❻➂❸ ❞ ISBN 965-07-0086-2 ❜❛❿➀❶❽➅➅❽➄✈✈❷➁❽➅➄❹❸❹➈❸❸❜ ❜❜❽➆❼❸❽❸❹➂❻❸❽➆❼❽❹➈❽➀❸❺❸➀❽ The AIDS Book/ Louise L. Hay/ Hay House, 1988/ ISBN 0-937611-32-8; Immune Power/ Jon D. Kaiser, M.D./ St. Martin’s Press, 1993/ ISBN 0-312-11831-7; Take Control: Living with HIV and AIDS/ Nathan Clum/ AIDS Project Los Angeles, 1996 ➁➆❹❽❻➀❞ The Tibetian Book of the Dead/ W.Y. Evans-Wentz/ Oxford University Press, 1960/ ISBN 0-19-500223-7
❷❹➄❷ ❜❜ ➀❶ ❹❸ ❸✈❹➈➄❽ ➀❽❶❹➅ ❽❼❽❼❸ ➁❽❽❻❸❹ ➁❽➂❸ ➈➅ ❞ ❜❜ ❹❽✈ ➅❹➀❹ ❼❺❽➀ ❹❹➂❸ ❛
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÈÈÈÙ‡Ó Ìȉ ‰Â˘‡¯ ‰¯„Ò ÆÌÈÈÈÙ‡Ó Ï˘ ÌÈ‚ÂÒ È˘Ó ÌȷίÂÓ Ìȯ·˘Ó ÈΠ„ÓÏ ÏÈ·˜Ó· ÌÈÈ˙ÒÈÙ˙ ÌÈÈÈÙ‡Ó Ìȉ ‰È˘ ‰¯„Ò❹❽➆❹➀❹➆❹➂❹❽➂➁❽❻➂❸ÌÈÈ˙ÈÓ‡ ❞➁➂➆❹❽❽➁❷❽➄➁❽❹❹❻➃❹➇➀❶❹➅❹❽❹❹❻➂❿❹➂➁➀❹➆❸❽❽➂❸➆❹❸➂❹➄➅➂≠ ➁❷❺➁❹❶➂➀➄➆❷❽➂➀➆❹➅➅❹➂❾❹❹➂➁❹❶❹➆➂➁❽❹❹❻➃❹❽❶❹➅❹❽❹❹❻➂❹ ◗❼➄❼➄❽❸❽❺❽❹❹➀❼❹❽❷❹➄❹❽➆❘❹❸❽➆➂➂❹◗➃❺❹➀❸➈➁❹➅➈❘❿❹➂➀❹❿❹➂ ➁❽❹❹❻❸❹❽❽➂❹❽➂❸➄❹❸❹❽❹❽➂➀➁❽❶❹➅❽➄➂❿❹➂➁➀❹➆❸❽❿❽➅❸➀➃❽➄ ❾❹❹➂➁❹❶❹➆➂➁❽❹❹❻❸❹❸➂❹❷➂❹❽➂❸❽➄❸ ÆReal WorldØÈ˙ÈÓ‡‰ ÌÏÂÚ‰❹❽❽ ❹❸➀❾❷➀❿➃❽➀❹❽❽➂❹❽❸➀❸➀❹❿❽❸❹❽➂ÆVirtual WorldØÈχÂ˯ȉ ÌÏÂÚ‰ ➁➆❽❽❺❿➂❸❹❼➈❸❸❽❸❽❾❹❹➂❸➁❹❶➃❹➂❸➂❹❽❽❸❹❹❻➄➀➃❹❹❽❿➂❸➀❼➀ ❸❻❷❹❼➈❸➀➃❿❹❸➁➀❹➆❾❹➀➉➂❹❹❺❹❽➂ ❽❽❶❹➀❽❼øÔ‚¯‡‰Â ˯ى ÈÈÁ ÏÚ ¯˙ÂÈ ‰Ï„‚ ‰ÚÙ˘‰ ¨ÈχÂ˯ȉ È˙ÈÓ‡‰ ≠ ˙ÂÓÏÂÚ‰Ó ÂÏÈ‡Ï ❸➂❹➀➁❽➅➄❿❹➂➁❷❽➀➆❶➂➁❷❽➄❹➁➀❹➆➀❽➄❹❽❸➂❶❹❷❹❶❽❸ Matrix➅❽❼➂➁❽❼➅❸ ➀❹❽➀❹❼❽❹❹❽❹❹❻➃➀❹❿➅❽❼➂❸❽❺❿➂❻➂➂❷❻❹➂➂❹➄❹❺❽➄➁❸❽❽❻❹❽❹❹❻➀❿❹ ➅❽❼➂❸❼❽➀➂❽❺❿➂❸❻➂❸❼❽➀➂❹❻❸➁❽➄➁❹➀❼➆➂➀❽❽➂➁➀❹➆➁❽❽ ➁➆❹❽❹➆❹❸❽❶❹➀❹❿❽➅➈❸➆❷➂❹❻➈❸➁➆ ❸❸➂❹ ❜❸❸➂❹➄❽➈➅❹ ZION➁❽❽❻❹ ❹❽❹❹❻ ➀ ❹❽❻❸ ❹❼ ❹❽ ❸❸ ➃❽❸➀ ❹➀❻❸ ❽❹❹❽❸ ❹❸ ❹ ❹❻➈❸ ❸❽❻❸ ❽❿❽➀❸ ❹➀❸➄❸ ➀➆ ❼➀❻❹➂ ➅❸ ➃➂➂ ❹❻ ➆❷➂❸ ➃❽❽❷➆ ➁❷❸ ❽❽❻ ➀➆ ❹❽❹➅❽➈ ➁❽❿❽➀❸➁❹➀➆❽❹➆➂➂➀➂❽➀❹❼❽❹❸➁➀❹➆➀❹➀➁❷❸❻❹➂➁❽➄❹➄❸❷❹❽➆❹ ➀➆❹➄➅➂➁❽❽➅➂❹➁❽❻➄➂➁❽➅❻❽❽➂➁❽➈❹➁❷❽➄❸❾❷❸➀➆➆❿➂❸➆➈❸❹➅❽➈➀ ❹➀➁❽❽➆❹➂➁❽❻➂❹➂❼➀❻❸❽➂➃❹❽➂❷❸➃❽➀❹❽➂❸➃❽❸➁❽❽➆➀➁➀❹➆❸ ❸❹ ➁❽➀❿ ➃❹❹❶➂ ❹➆➂ ➁❷❸ ❽➄ ❹➅❽➈ ➀➆ ❸❽➀❹➈❽➄➂ ❾❹➆➀ ➃❽➄ ❽❿ ❹❷➂➀ ❽❹❹❽ ❹❸❷➄❶➈❹➈❸❹➀➃❷❹➅❽❹❷➂➆❹➄❹➆➃❹➃❸❹➀❷❻➆❷➂❹❷➂➃❽❸➄❹❻❸ ❹➂❽❹➂➄❹➁❽➄➁❽➈➀❾➀❸➂❹❻❹➈❽❶❼❼➅❸❸❽❻❸❹❸❽❹❼❸❹➄➂❹➃❽➈➅❸ ❹➄❹❸➁➀❹➆❸❹❽❹ ÌÏÂډ È˙ÈÓ‡‰ ÌÏÂÚ‰ ≠ ˙ÂÓÏÂÚ‰Ó „Á‡ ÏÎ Ï˘ ÂϘ˘Ó ‰Ó✈✈ ≠ ‰Ï‡˘‰ ÏÚ ·È˘‰Ï Ȅη ❸➀❿➀❿➀➀❹➄➅➈❸❿❹❺ ¨Ôӄȯ٠ÔÂËÏÈÓ ¯ÂÒÂÙ¯ى Á˙ÈÙ˘ Ï„ÂÓ ÏÚ ÒÒ·˙‰Ï ıÏÓÂÓ ➛➛ øÈχÂ˯ȉ ❹➄❽❷➂➁❽➄➃❹❸➀➀❹❸❸❽➀➈➄❽❸❹❽➆➃❹➈➀❽❸➀❷❹➂➁❽➄❹➂❸❹➄➆➂ ➁❽❽❽➂ ➁❽❹❼➈ ➃❹❸ ➀❻❸ ➁❽➄❽❽➈➂ ➀ ➁❽❶❹➅ ❽➄➂ ❿❹➂ ❸➀❿➀❿ ❹➅❽❶➀ ➁➀❹➆❸ ➁❽❹❼➈❽➄❸➀❻❸❽❶❹➀❹➄❿❼❹❻➈❸❽❽➇➅❿❸➆❽❸❽➀❿➀❿❸❹❽➂❸➀➆➁❽➆❽➈➂❸ ➀❹❿➆❸➁❽❽❹❽➁❽➂❹❶➀❹❸❸❽➀❿➀❿❸❹❽➂❸➅❽➈➀➆➁❽➆❽➈➂❸❹❽➈❽➀ ➁❽➆❽➈➂❸➁❽❹❼➈❸➂ N❻❽➈➀❷❹➂❸❽➈➀➆❤➃❸➄❽❸❹➀❻❸❸➂❹❽❸➀❽❻➁❽❻➂❹➂ ❹➀❽❹➁❽❽❽➂➁❽❹❼➈➁➄❽❸❹❽➀❿➀❿❹❹➀➆ ˙ÂÓÏÂÚ ÈÙ≠ÏÚ Ìȯ·˘ÓÏ ÌÈӯ‚ Ʊ≥≠±± ¯Âȇ ❹❽❸❹❽➈❽➀➆➁❽➄➆➄❸➁❽❹❼➈➁➄❽❸ ❛N ÏÂ‰È Ï˘ Ï„ÂÓÏ ÈÏÎÏΉ Ï„ÂÓ‰Ó ÍÈÏ˘‰Ï Ô˙È ÈχÂ˯È È˙ÈÓ‡ ÌÏÂÚ ÌÈÚ·Â Ìȯ·˘Ó‰Ó ≤∞• ø‰˜ÒÓ‰ ÆÌȯ·˘Ó RealØÈ˙ÈÓ‡‰ ÔÎÂ˙‰ ÌÏÂÚÓ ≠ ÌÈÈ˙ÈÓ‡ ÌÈÓ¯Â‚Ó ∏∞• ≤∞• ÌÈӯ‚ ÌÈÓ¯Â‚Ó ÌÈÚ·Â Ìȯ·˘Ó‰Ó ∏∞• ÂÏȇ ªWorld VirtualØÈχÂ˯ȉ ÔÎÂ˙‰ ÌÏÂÚÓ ≠ ÌÈÒÙ˙ World The Matrix; The Matrix Reloaded; The Matrix Revolutions/ Andy & Larry Wachowski, USA 1999; 2003; 2003/ Keanu Reeves, Laurence Fishburne, Carrie-Ann Moss, Hugo Weaving
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÈÊÂÁ‡ ˙‚ÏÙ˙‰ ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±≤ ¯Âȇ ¨ÂÈ„ÁÈ ÌÈ„ÓÈÓ‰ È˘ ˙‡ ÌÈÁ˙Ó ¯˘‡Î ÍÒ ∑µ• ≤µ• ±∞∞• ❶❽❽➂❽➈❹❸❽❸ Æ·ÏÂ˘Ó Ï„ÂÓ ÌÈÏ·˜Ó ❽➄➀➀❻➂❸➂❸❽❽❻❷➆❹➂❸➃➂❺❸❷➂❽➂ ➀❸ ➁❷❸ ➀ ➃❹❸ ➀❸ ➁❽➀ ❷➂❽➂❶❽❽➂❽❿➄❸❽❸➉➈❸➀❽➄❸ ∂∞• ÈχÂ˯È ≤∞• ∏∞• ❽❽➂❸➁➀❹➆❸➃❹❸➁➀❹➆❸➃❿❹❸❹➂➀❹➆ ➁❽➀❻➂❹❽❷❻❽❽➀❹❼❽❹❸➁➀❹➆❸❽➄❸➁➀❹➆❸ ı·˜Ó ı·˜Ó È˘ ÈÚÈ·¯ ❼❹➈❽➄❹❻❻❹❽➄❹➆➂➁❽➂➆➀ ➃➂❺❸ ❷➂❽➂ ➁❽❽❸ ❽➄ ➀➆ ❹❽❹❶➀➈❸❸ ➀ ı·˜Ó µ• ≤∞• È˙ÈÓ‡ ı·˜Ó ±µ• ➀❿ ➀ ❹➂❹ ❻➀ ➃❽➄ ❹➂➀❹➆❸ ❷➂❽➂❹ Ô¢‡¯ È˘ÈÏ˘ N➃❹➉➂➁❽➂❹❹❹❽❸➀➉➂ ÌÏÂÚ Ì„˜ ıˆÙ ÍÒ ·Ï˘ ➁❽❽❽➂➁❽➆❹➂➁❽➆❹➄➁❽➂➀➁❽➂❹❶❸➂ ➁❽❻➂❸➁❽➀❹❼❽❹➁❽➆❹➂➁❽➆❹➄➁❽➂❹❶❸➂N ❽➄➉➂➂➁❷➀➁❽❻➂❸ ❹➈❸➀➁❽❻➂❸➁❽❽❽➂➁❽➆❹➂➁❽➆❹➄➁❽➂❹❶❸➂ N❽❽➀➉➂➁❷❸➀ ❹➈❸❸➀➁❽❻➂❸➁❽➀❹❼❽❹➁❽➆❹➂➁❽➆❹➄➁❽➂❹❶❸➂N❽➆❽➉➂➂❸ ÌÈӯ‚ ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±≥ ¯Âȇ ÌÈӯ‚‰ Ì‰Ó ÔÁ· ·Ï¢Ӊ Ï„ÂÓ‰ ˙¯‚ÒÓ· ÆÌȈ·˜Ó‰Ó „Á‡ Ïη Ìȯ·˘Ó ˙¯ˆÂÂÈ‰Ï ÌȇȷӉ ➁❽❽➄❿❼➁❽➄❽❽➈➂❽➀➆➁❽➂❹❶➂❽➆➃❹➉➂ ❸❹❿➁❽➆❹➄❽➆❽➄➉➂ÌÈÏÂÚÙ˙➁❽➂❹❶ ˙ Â Ó Ï Ú ˙ ‰ ˙ ¯  ˘ ˜ ˙ ÈχÂ˯È ❹❽➆➂ ❸➀❸➄❸❸ ˙ÂÓÏÚ˙‰ ❹❽➀❹❸❽➄ ❹➀➂ ➁❽➂❹❶➂ ➁❽➆❹➄ ❽❽➀ ➉➂ ❻❼ ❹❹➆❸ ≤ ¥ ❹➈❽➄ ➀❹ ➃❹❶❸ ➀ ❹❼❽➀➀ ➉❹❻➂ ➁❽❹➂❸ ❹❽❷❶❸ ➛➛❸ ❻❹❼❽ ❹❻ ϯ‚‰ ❷❽ ➂ ÏÂÚÙ˙ È˙ÈÓ‡ ϯ‚ ➀❽ God’s Will➁❽❸❹➀➀ ❹➄❹❹➀➁❽➂❹❶ ± ≥ ❹➀❽➆❽➉➂ ➛➛➆❼❸❸➆➂➛➛➀❶❹➂❸➁❶❹ ÌÏÂÚ Ì„˜ ıˆÙ ·Ï˘ ❽❹❽➀❽➆➂❸➀❹❸❽➄➀❿➂❸❹❿❹➆❹➄❸ ❺➄❸ ➁❽❽➀❿➀❿❸ ➁❽❺➄❸❹ ❸➆❽➄➂❸ ❹❽❹➀➆➀ ➂ ➀❹➂❸ ➀❷❹➂❸➂ ➈➅❹➄ ❸➄➅➂ Æ˙¯Â˘˜˙ ➁❽❽❺❽➈➁❽➅❿➄➃❹❸❶❹➅❸➁❽➅❿➄➀➁❽❶❹➅❽➄➃❷❹➂❿❹➂➁❽➂❸➂❷❻➀❿➁❶➄❸ ❹❽❹➀➆❸❹❽❸❹❶➉➂➀➁❽➂❹❶➀❾❹➂➄➉➂➂➁❽❹➆➀❿❿➁❽❽❽➂❷➁❽➅❿➄❽➄❸❶❹➅❸ ➀❹➈❽❼➂ ❹❻➈ ❸➄➀➆ ➃❹❸ ➉➂ ❹❹➆➂❸ ❹➀ ➀❹➈❽❼ ➁❽➈❹ ❹❷❷❹➂❸ ❽❹❸❹ ➉➂❸ ❻ ❽➀❿➀❿❸ ❺➄❸ ❸➀❸❹ ➂❽❹➅➂ ❸❷❹➄➂ ❽➆❽❸ ❹ ❽❽➀❸ ❽➄❸ ➉➂ ❹➀ Ô˙È ¨ÌÈÂ˙‰ Ï˘ ‰ËÂ˘Ù ‰ÓÈÎÒÓ øÌÂÎÈÒ‰Â➃❹❶❸❹➅❸➀➀❽❹❽❸❹❶❸❿❸❽❸❽❽➆❽❸ ¨ÏÂÚÙ˙‰ ı·˜Ó ≠ Ìȯ·˘Ó ˙ˆ¯Ù˙‰Ï ÌȇȷӉ ÌÈӯ‚‰Ó 𵕠ÏÚ ËÏ˙˘‰Ï Ô˙È ÈÎ ˜ÈÒ‰Ï ¨Ï¯Â‚‰ ı·˜Ó ≠ ÌÈӯ‚‰Ó „·Ï· µ• ÏÚ ÆÔÂÎ ÌÈ„·ÂÚ˘ ȇ˙· ˙‡Ê ¨˙¯Â˘˜˙‰Â ˙ÂÓÏÚ˙‰‰ ÆËÏ˙˘‰Ï ‰È‰È Ô˙È ‡Ï ÌÏÂÚÏ ˙¯ˆÂÂÈ‰Ï ÌȇȷӉ ÌȈ·˜Ó‰Ó „Á‡ ÏΠ̇ „„ÂÓ˙‰Ï Ô˙È ·Ï¢Ӊ Ï„ÂÓ‰ ˙¯‚ÒÓ· „ˆÈÎ ¨ÍΠ̇ ➂❹➁❽➂❹❻❸➄❽❻ ˙¢ÏÂÁ ➀➁❽❷➂❹❽❹➆➂➀❹➆➈❹❽➆➃❹➉➂øÌȯ·˘Ó ➃❹❽❽➄ ‰ÚÈÓ ❹➀❹➆➈❹➆➂❹❽➆➂❹➂➀➆❸❽➄➉➂ ➂➀➃❹❶❸➀❹➆❽❶➈❸ ❹➅❻❽❽❸➀➀❹➂❻➀❹❽➆➀➈➂❹➄➄❽❸❾➆➂➁❹❽❹❷➆❽❸❽➀❸➀❿❾➂➂❹❼ ❽➄❿❹➄❿❸ ➀ ÔÂÎ˙➁❽➂➀❹❸❽➄➀➂❷❹➂❽➆❹➂❹❿➆❸➀❹❶❸❷❽❽❽➀➉➂ ❼➀❻❹➂❸❼❽➀❽➁❽➆❹❹❽❽❹❽➀❽➆❽➉➂➁❽➂➀❹❸❽➄➀❺❿➂❹❹❹➂❸ ❽➄➂❽➅➀ ·Ï ˙Ó¢˙❸❽➄➆➂❸➀❸➄❸❸❤➀➀❹❿❸❿➀❸❿➂❹❽➂➁❽➂❸ ωÈ❹❽➄➁❸❽➀➆
❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÌÈÏÎ ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±¥ ¯Âȇ ➄❹➄❹ ➂❸ ❹➈❸ ❷➆❹➂ ‰¯ÈÎÓ ❞❸❸❺ ➄➂➀➆➀❿❸❸❹➆❞➃❿❸➀❽❽❸➅❼➄❽➀❹➈❽❷➆ ➆❹❸❷❷❹➂❹➂❽❹❸❽❺❿❹➆➆❹❸➀➆ËÏ˙˘‰Ï ❹➀❽➆➈ ➀❸➄➂ ❞❸❽➅❸❹ ➃❹❶❸ ❽➀❻ ➂ ‰ÚÈÓ ÈχÂ˯È ÏÂ‰È ❷❻❹❷❸➄➂➂❷➆❽❽➀❸❸❸❺➂❸➄❹➄˙È˙¯Â˘˜˙ ➁❽❽❽➆➁❽➅➂❸❽➂❻❷➆❸❹➀❻➈➂➃❹❶➀ ≤ ¥ ➇❹➅➀❹ ·ˆÓ ˙ίډ ➆➂ ❸❽➆❸ ˙¯˙ÂÙ ❸➄❹ ➁❽❽❷❽➆ ➁❽➂ ❽➄➈➂ ➃❹❶❸ ˙ÒÁÓ ˙¢ÏÂÁ È˙ÈÓ‡ ÔÂÎ˙ ❹❻❷➆❽❸❽➀❸➀❿❷➂❹❼➃❹➀❸➄❶❸➈❼➆➂ ± ≥ ÌÏÂÚ ➁❷❸❹➀❹➆➈➀➆➀❽➆➁❽➄❻➄➁❽➄❹❶❹❿❺➀ Ì„˜ ıˆÙ ·Ï˘ ❽➆❹➈❸❸❷➆❹➂➂❹❼➄➁❽➆➂❸➀➆➀ ÚÂÓÏ È„Î· Ô‚¯‡· ‰Ú˜˘‰‰ ˙Â¯Â˜Ó Ï˘ ˙ˆÏÓÂÓ‰ ‰˜ÂÏÁ‰ È‰Ó ❷➆❽❸❽➀❸➀❿➁➆❹❷❽❿ ➆➄❹➂❹❸❿➀❸❿❷➈➀➃❹❶➀➈➂❸❽❶❹➀❹➄❿❼❽❻❹❽➈Nø¯·˘Ó È·ˆÓ ˙¯ˆÂÂȉ ❻➈➂❸❸❹➄❽➂➁❽➅➄➄❽➈❹❹❽❽➀❹❸❽➄❽❻❹❽➈N❹➀❹❻❹❹❹❽❸ ➃❹❶❸❽❿➂❸❽❶❼❼➅➃❹➄❿N➁❽➄➂➄❷➆❽❽➀❸❶➂❹❽➂❷❹❶❹➂❸➄❹❹➄❹❽ ❷❽➆❸❽❶➀❹❹➃❽❿➂❸❻❹❽➈❹❻➂N➁❽❽➈❸➂❸❽➂➀❿➁➆❷❷❹➂❸➀ ˙¯Â˙Ó Æ¯·˘Ó ͯ„ ‰È„Ó Â‡ ‡·ˆ ¨‰¯·Á ¨Ô‚¯‡ ÏÈ·Â‰Ï ÏÂÎÈ È˙ÈÓ‡ ‚È‰Ó ˜¯˘ ÔÈËÂÏÁÏ ¯Â¯· ˙„ÂÒÈ❸➄❹➃❹➀ Ư·˘Ó È·ˆÓ ÚÂÓÏ ÏΉ ‰˘ÂÚ Ì„Â˜ Ï‚„ ‚È‰Ó ÈΠ„ÓÏ ˙‚ȉӉ ❹❽❽ ➀➆ ➂❹ ❹➀❿❸➀ ❶❹❷ ❹➀❹❻ ➀❹❼➄ ❸➂❽➂ ❽➅ ❹❽➀➂ ➃❹➂❸ ➁➆ ❷❷❹➂❸➀ ➀❻❼❸❷➂❹➀❹➆❷❽➂➇➅❹❿❹➂❽➆❹➂❹❹❽❿➂❽❸➀➆❽➂➁➀❹❿➀❽❸➂➃❹❼➀❸ ❻❹➀❸❽➀❹❸❽➄❸➅❽➈➃❹❶➀➃❹❽❹❽➄➆➂❸ ˙ÂÓˆÂÚ❸➄❹❽➄➀❹❽➀➂➃❹➂❿❷❻❽➄➂ ➈❼❹❸❸❷❹➆❹❽❹➂❽❷➆❹➁❽❷➆❽❽➂➃❹❺❻❶➂ ❷➂➂➀➆➂❸➄➄❽❹➀❿❸➃❹❻ ❹➄❹➄❶➅➃❽➀➂➅❹❻❼❸➃➂➂➆➄➂➄❹❽➂❻❹➀❸❽❽❼❹➂❹➆➂❹➄❹➂➀➃❿➄ ƉÈ˙‡ˆÂ˙ ·˙Ï ‰Èˆ‡ÂËÈÒ‰ ÏÚ ËÏ˙˘‰Ï È„Î ÏΉ ‰˘ÂÚ ¯·˘Ó‰ ı¯Ù˙‰˘ ¯Á‡Ï ❹❶❽❸➄➂ ❸❽❻❹➅❽➈➉➂➂➀❹❶❸❷❽➁❽❽❹➈❽➀➁❽➂➁➆❷❷❹➂❸➀ ‰·Â˙❻➈➂❽❽➀➀ ❹❽➄➀ ❹➄➂➄ ➀➆ ➂❹ ➀❿❸ ➀➆ ❹❽❻ ❻❹➀ ➆❿➂ ➃➂❺ ❷❹➄ ❹❼➀❻❸ ➀➂ ❹❽➄❷❻ ➆➄➂➄❹ ➁➀❸➄➀ ➆❷❹❽ ➂ ❽➂➂ ➉➀❻❸➀ Ô¯˘Î ❻➈➂ ❽➆❽ ➀ ➁❽➄❹❽ ➀❹➂ ❷❷❹➂➂❹ ❷❶➄➀❸❹❹❽❹❹➀➆➁➂➆❸➂ ˙Â‚È‰Ó ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±µ ¯Âȇ ❹❽❸❽ ❹❺ ❸❻➄❸ ❻ ❻❹❹❼ ❽❿❹ ➁❽❷➆❽ ❹❽➄❽➆ ➂ ❹➈❸ ➈➀ ❼❽➀❻❽ ❶❽❸➄➂ ➁❽➂ ❽❷❽➆ ➂ ❹➈❸ ➆❹➄➂➀ ❸❼➂ ➀❶❹➂ ÈχÂ˯È ˙ÂÓˆÂÚ Ô¯˘Î ❹❽❶❼❼➅❹➂❽❾❹❹❽❿➀❸➂➃➄❿➂❿❹➂ ➁❽❽❼➅❽❶❹➀➁❽❽❿➂➀❹❽❻❽➄➆➂❹➂❿❻❹➂ ❸➀❸❹ ➉❹➀❽❻ ❽❹❹ ❽❹➂ ❸➂❽❻➀❸ ❾❽➀❸ ¥ ≤ ➀❿➁➆➂❸❼➂❹❷❹❽➈❺❿➂➁❽➂❻❼➀ È˙ÈÓ‡ ˙„ÂÒÈ ‰·Â˙ ❹❽➂❽❼➈❹ ➀➆ ➂❹ ❻❼ ❸➄ ❷➆❽❸ ❽➀❸ ± ≥ ❹❽❸❹❽➀❹➃❹❻❼➀❶❹❷❹❷❹➆➀❷➂➄ ÌÏÂÚ ıˆÙ Ì„˜ ·Ï˘ ➄❹❽❹➆❼➂❷❻➈➂➀❷❹➆❽❽➀❸❹❻❸➂ ÚÂÓÏ È„Î· Ô‚¯‡· ıÓ‡Ó ˙Ú˜˘‰ Ï˘ ˙ˆÏÓÂÓ‰ ‰˜ÂÏÁ‰ ȉÓ❸❽❼➈➅➈➂❹➆❹➂➃❻❹❹➆❹➄ ❹➂❹➆ ❻❹❽➈ N ❹➀❹❻ ❹❹❹❽❸ ➁❽➆➄❹➂❸ ❹❷❹➅❽ ❻❹❽➈ N ø¯·˘Ó È·ˆÓ ˙¯ˆÂÂȉ ➀❿ ➁➆ ❷❷❹➂❸➀ ❹❹❸ ❸➄❽❿➂❸ ❸➄❹ ❻❹❽➈ N ❹❽❻➂ ❽➄➈➀➆ ➃❹❽ ➃❹❶➀ ❹❽➄➆➂❸ ➁❽➁❽➂➁❹➂➉➀❻❸➀➃❹❶➀➆❽❽➅➂❸➃❹❿❻❹❽➈N➁❽❽➈❸➂❸❽➂ ❛
❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
‰¯˜ÈÚ· ‰˜ÒÚ˘ ¨‰ÈËÓÂÏÙÈ„‰ ˙¯Â˙Ï ‰¯È˘È ‰„ÏÂ˙ ‰È‰ ˙ȯ„ÂÓ‰ Ìȯ·˘Ó‰ ÏÂ‰È ˙¯Â˙ ➀➀❹➈❽❼➁❽➂❹➈❸➆❽➄➂➀❿➀➀➆➂❤❸❽❷➆❽ Æ˙ÂÈ„Ó ÔÈ· Ìȯ·˘Ó ωȷ ‰ÚÈÓ· ❸❻❽➄❸❸❽❼➂❹➀➈❽❷❸❹➁❶❽❸➂❸❹➂❹❽➅➀❽❸➀❽❷❿➀❿❸❹➆➀➉➈❸➂➁❹❞➁❷❸ ➁❽➂❹❶➂❹➆➄➁❽➂❽❹➅➂➁❽➂❽➀❹❼❽❹❹❽❽➂❹❽➂➀❹➂❽➀❸➄➂➁➀❹➆❸ ➁❽➂❹❶➂➁❽➂❽❹➅➂➁❽➂❹❸❻➂❸❿➀➂➂➃❹❼➀➀➈❸❽❹❻❼➀➆❹❼➀❸➁❽❽❽➂ ❹➂❽❻❸ ➉❹❽➂ ❽❸ ❽➅➀❸ ❸➂❶❹❷❸ ❹❽➅➄❸ ➀ ➆❼❹➂ ❹➄➈➂ ❹➀ ❹➆➄ ➁❽➀❹❼❽❹ ❺❽❿❸➀❻❸➄❽❷➂❽❸➀❽❷❿❹❻❹❿❺❹❺❸❽❸❽❷❸➄❹❸➁➀❹➆❸➂❻➀➂❽➄➈➀❻➈❸ ➁➀❹➆❸❽❿❷❹➅❽❸❻➄❸➂➆❹➄❸❽❼➂❹➀➈❽❷❸❹➀❸❹❽❻➄❽❹➄❽❷➂❷❶➄❸➂❻➀➂➀➀❹ ➁❽➅❹➆ ❹❻❹➈ ➁❽➂ ➃❹➈➀❹ ❸➆❽➄➂➀ ➁❽➀❿❸ ❤❹➆➂➂❸ ❷➀ ➃❹❼➀ ❽➂❹❶ ❽❷❽➀➆ ➀❸❹➄➂ ❹➅➈❹ ➃➄❽ ❹➀ ❹❻➄❸ ❽➄❷❹➂❸ ❸➈❹ ➃❹❼➀ ❽➂❹❶ ➃❽ ➁❽❽❷❷❹❷ ➁❽➅❻❽ ❹❿➆➂ ➀❹❸❽➄ ❽➀ ❸ ❹❽❹❿➂➅ ❽➀➆ ➁❽❽➆ ➁❽❼➀❹ ➃❸ ❹➄❽❷➂ ❽❷❽➀➆ ❹❽ ➀❸❹➄➂ ❹➄➄❽ ➁➀❹➆❸ ❹❽ ❼➀➄❹❹➀➀❿➁➀❹➆❸➁❽❽❼❽➀❼❹❼➁❽❼➂➁❽➀➆❹➈➃❽❽❷➆➁➀❹➆❸❹➄❽❷➂❹➁➁❶➁❽➀❶❹➂ ➁❽❼❹➂❷➁❽❼➂➁❽➂❽❽➃❸➆➂❸❹➄❽❷➂❽❷❽➀➆ ❷❹❿❸❹ ❻❹❿❸ ❽❺❿➂ÆÌȷίÂÓ ¯˙ÂÈ ‰·¯‰ ÂÓÏÂÚ· ÌÈÒÁȉ ˙ÂίÚÓ ø‰˜ÒÓ‰ ‰Ó ➃❹❸➁❽❺❶➂❸➂❿➃❽➁❽➀❻➂➁❸➃❹❼➀❽➂❹❶➀➁❸❽❷❽❹❾➁❽❹➂➁➄❽ ➀❹❸❽➄➀➆❹❸❽❻❸❽❿❽➀❸➀➆➁❽➄❹➂❸❹❽❽❻➄➀❸❹❸❹❽❼❽➀❹➈❸❺❶➂❸ ❸❽❼❹❹❽➂❿❹➂❹➀ ❽❹❽❸❺❶➂❸❽➄❸❽➀➂➂❸❶➅➂❸➄❽❷➂❸❽➄❽❽➄❽➆ ➀➀❹❿❽❼❽➀❹➈❸❿➆➂❸❹❽❻➄❸➁❹❽❽➀➆❸➄❹➂❸❹❿➀❹❸➄❽❷➂❸➀❸➄➂❸ ➁❽❶➄➁❽➂❹❶❹❾❹➄❽❻❸❸❹❼❽❸❹❿➆➂❼➈➂❸❿➆➂❽❹❽❸❹❷❽➈❸ ❸➄❽❷➂➇➅❿❸❹❹➂➀➆➁❽❼➀❹❸➃❹❸❽➀➆➁❽➅➆❹❻❽➅➆❸❺❶➂❸❽❽➀❸ ➁❽➆❽➂❹❹➁❽❽➆➀❹➁❽➅❿➄❹❽➆❹❻➈➂➁❽❽➆➀➁❽❷❷❹➁❽➄❹➀➁❽❽➆➀ ❽➀❹❼❽❹❸➁➀❹➆❸➁❽➀❸➄➂❸➁❽➂❹❶❸➀❿❽❹❸❺❶➂❸❽➆❽❸❹❽❷❻❽❹➄❶❸ ➁❽➄❹❽➆❸ ❹❿➆➂ ➁❷❽➄ ❹➅❽➈ ➀➆ ➁❽➆❽➈➂❹ ❹ ➆❷❽➂ ➆❸ ➁❽➅❹➆ ❽❽➂❻❸❸➀❿❸❸❹❿➆➂➁❽❽➅❹➂➁❽➈❹➅➁❽❼➅❽❹❽❼➄❼➄❽❸❸❽❺❽❹❹➀❼❸❹❽❷❸ ❽➄❸➄➁❹❽❸❹➅➄➅➄❸➈❹❷➆➁➀❹➆❹❽➆❸❼➀❿➆➂❸❹❽❷❸❺❶➂❸ ❽➈❸❽❸❸➂❹❿❹➂➁➀❹➆❸❼❽❸❸➄❽❸❽➀❹❸❸❽➅➄❿❸➁❶❸❷❻❸➄❷➆➂ ➁❽➂❺❸❹❽➅➄❿❸➀❿➀➀❹❿❽❷❸❺❶➂❸➁❹❽❸❽➈❹➄➄❽❽❷❹❹➁❽❽➄❽❸❽➂❽ ❽➅❻❽ ❽➄❹❶❸❺❶➂❸❽❸❷❻❸➃❷❽➆❸➀❹❷❻❸❹❽➄❻❹❸❹➆❹➄❸❹➁❽❽❷❸ ❽➀➆➁❽❻❺➀❹❽❹➄❶❸❹➀➁➀❹➆❸❹➄❽❷➂➀❿❹➄❹❻❸➁❽➄❻➂❷❻ ❹◗❻❹❹➄❹❹❿➀➀❹❷➅❹➂❘➁❽➛➛❿➀➂ ➁❽➄➁❽➈❹➂❹➄❹➂❹➁❽❷➆❽➁❽➅❼➄❽ ❺❶➂❸ ❽➆❽❸ NGO’s (Non-Governmental-Organizations)➁❽❽➀➂➂➀➁❽➄❹❶ ➁❽❽➆➀❹➀❹➂❸❹❽❻❸❹❶➅➂➀➉❹❻➂➁❽➀➆❹➈❸➁❽➂❹❶➀❸➈➄➆ ❽➀❽➀➈❸ ➁❽➅❹➆❸ ❹❼ ❽➄❹❶ ❹➀ ➁❽❽➆➀❹ ❽➀❿➀❿ ❻❹❹ ❶❸ ➁❼➂ ➀❿ ➆➈ ❽➄❹❶ ❹➀ ➁❸❽❷➆❽❹➂❽➂➀➁❽❿➁❽➆➂❸➀❿❹❹❸❽❽➄❽➆❹➄❹➂❹❹➄❹❽➆➁❹❷❽ ❹❹❹❽❸❽❺❿➂❸➆➈❸❸➀❽❸❽➆❸❹❺❸❹➂➁➀➆❸➀❶❹❸➄➁❽➀❷❹➂❸❹ ❼➀➄➁❹❶❶➄➁❹❶❸❽❸❹❽❸➆ ❻❸❹❽❸❽➄❽➂❸❺❶➂❸➂❽➂ ❼➄❼➄❽❸ ❹❻➈❸❹ ❽❼❹➂❷❸ ➃❹❼➀❸ ❽➄❷❹➂❸ ❽❻❸ ❹❻➈❸❸ ❹➆ ➁❽❷❶❹➂❽❹❽❸❺❶➂❸❹❽❼❽➀❹➈❸❺❶➂❸❹❷➂❹➃❿❹❸❹➂➀❸➂❽❹❽➀ ➁❽➆❹➂ ➁❽❻➄❹➂ ➁❽❷❶❹➂ ❽❹❸❹ ❽➅➆❸ ❺❶➂❸ Æȯ·Ȉ‰ ≠ Ô¢‡¯‰ ¯Â˘ÒÎ ≠ È˘ÈÏ˘‰ ¯Â˘ÒÎ ➁❽❷❶❹➂ ❽❷❸ ❺❶➂❸❹ ❽➄❹❶❸ ❺❶➂❸ÆÈ˯ى ≠ È˘‰ ¯Â˘ÒÎ ÆÈ˙·„˙‰‰
❜
❜❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
ÈÏÚ· Ìȯ¢҉ ÔÈ· ÌÈÈ„„ˆ≠·¯ ÌÈÒÁÈ ˙ÂίÚÓ ·Â˙È· ˙˜ÒÂÚ ˙ȯ„ÂÓ‰ Ìȯ·˘Ó‰ ÏÂ‰È ˙¯Â˙ ¨ÌȷίÂÓ ÌÈÒÁÈ ˙ÂίÚÓ Ï‰ÈÏ ‰È· ‰È‡ ˙ȯÂËÒȉ‰ ‰˙ÂÎ˙Ó· ‰ÈËÓÂÏÙÈ„‰ ˙¯Â˙ ƉÚÙ˘‰‰ ➃❺➂➄❽❼❹❷❽❷➆➀➉➂➀➃❽➄➀ ‰Â˘‡¯‰ ‰Ó¯·Æ¯˙ÂÈ ˙ÈËÂÂϯ ‡ÏÏ ‰˙‡ ÍÙ‰˘ ‰Ó ❷❿➂❷➀❿❹❽❹❻➀❽➅❽➅❷❹➂➁➀❹➆➀❸➂❽❸❹❻➂ Balance of Power❹❻❹❿❸ ➁❽❺❶➂❸➂❷❻➀❿➁❹❽❸➁❹➈❸❷➆❹➂❻➁❽➂➀❸➄➆➂➄❹➄➀❞❹❸➆➀❸❽❻➂❸❻➂ ❸➂❹➆➀➆❾➂➂➂➀❸➄➂❸❻➂❸❺❶➂❸❽➄➈➀➆❹❷➂➆➂➈➀➇❹❽➄❷❹➂❸➁➀❹➆ ❸➄❽❷➂❸ ❹❼ ➄❽❼❹❷ ❽➈➀➆ ❽❷➆➀ ➀❹➆➈➀ ➃❽➄ ➀ ‰È˘‰ ‰Ó¯· ❸❼❽➀❹ ➇➅❿ ❻❹❿ ➃❺➂ ❶➅➂ ❷❻ ❽❿➂ ❽❸❹ ➀❿➀ ➀➆➂ ❸➄➄❽ ❸➄❽❷➂❸ ➁❹❽❸ ❹❹ ❻➂ Raison-d’etat ❹➂❹❸❹➁❽❷➆❽❸❶❸➁❽❿➁❽➆➂❸➀❿❽❿❸➅❽➈➉➂➀➀❹➂➀❷❹➂❽➂➀❹➆❸❹❻❹❿❸ ❸➂❹➆❹❷❻❹❶❸➄❸❹➂❹➄❹➆➁❽❽❹❹➁❽❽❹❽➁❽❽➂❹➀➄❽❹➁❽❽➂❹➀❸❽➄❹➄❶➄➂ ❸❽❼❽➀❹➈❸➄❽❼❹❷❽➈➀➆➀❹➆➈➀➃❽➄➀➃❿❹➂❿➂❸❽➂➀❿➁➆❹❷❷❹➂❸➀❸❹❸❸➄➄❽ ➀❶➄❹➛❶❸ ❹❻ ➁❽❹➆➂ ➅❻ ❽➄❻❹❿ ❹❶❸➄❸ ➀➂ ❹➄➄❽ ❽➄❷❹➂❸ ➁➀❹➆❸ RealPolitik❽➆➂❸ ❽➀❹➀❶❸➈❿❸❶➅➂❽➆➂❸➄➄❽ Isolationist ❹➄➀❷❸➄❽❼❹❷ ➁❶ ❷❶➄❿ ❹❽ ➅➈❹❼ ❹➄➄❽ ❷❹➀❸❹❽➂❽➄❷❹➂❸➁➀❹➆❸➀❸➄➂❹➀❹❷❶❸ ‰ÈËÓÂÏÙÈ„ ≠ ·Ï¢Ӊ Ï„ÂÓ‰ Ʊ≥≠±∂ ¯Âȇ ➀➀➀❿❸➂❹➂➆❽❹❸➀➀❹❿❽➀➁❷❸➀❹ Raison d'etat ➉❹❻❹➁❽➀❸➄➂❸➁❽➂➂➁➀➆❸➀➃❽➄ RealPolitik ❽➂➀❹➆❸ ❼❹❸ ➄❽❼❹❷ ˙È˘ÈÏ˘‰ ‰Ó¯· ˙ÂÏ„· Ì„Ș ÈχÂ˯È ➄❽❼❹❷❹ ❽❹➂❸❸➄❹❿➂◗➃❹➅➀❽❹➄❽❼❹❷❘ ❹❽ ❹❽❼➄❹❹➀ ➀ ➃❸ ➁❶ Containment❹➂❽❸ ¥ ≤ ➀➀➆❹❻❹❿❽➃❽❸➄➄❽➁➀❹➆❹❷❷❹➂❸❸ ˙ÂÁÂÎ ÔÊ‡Ó ¯ÂÓÈ˘ ❸❺➀❹➂❸❺➁❽❷❷❹➂➂❸➁❽➂❹❶➀❻➃❹❹❶➂➃❽ È˙ÈÓ‡ ❻ ❹❽ ➇❹❷➀ ➃❽➄ ➀ ❹❹❶❸❸ ❽❺ ± ≥ ¯Ë¢ ❸❾❿❸❿➁➀❹➆❹➄❹➅❸➇❽❸➁❽➆❹❸ ÌÏÂÚ Ì„˜ ıˆÙ ·Ï˘ ➀❹❶❸❷❽➀➆❼➀❸➀ ˙ÈÚÈ·¯‰ ‰Ó¯Ï ‚¯„˘ ¯Â·ÚÏ Ìȯ·˘Ó ωÈÏ Ô‚ÓÎ ¨‰ÈËÓÂÏÙÈ„‰ ˙¯Â˙ ÏÚ Ì‚ ø‰˜ÒÓ‰ ‰Ó ❿❹➂❸❽➄❷❹➂❸➁➀❹➆➁❽➂➁➆❷❷❹➂❸➀❸❿❹➆❸ PromotionØÌ„Ș‰ ˙ȯ˘„ ˙‡ ıӇϠ➁❽➀❹❿❽ ➁➄❽ ➉❹❻❽❷➂ ❸➄❽❷➂➀ ➁❽❽➄❹❽❻ ➁❽➅❻❽ ❹❿➆➂ ➀❹❸❽➄ ➀➆ ❸➄❹➂ ❸❹❸➂ ❸❽❼➂❹➀➈❽❷ ➁❽❺❶➂❸ ➀❿ ➀❹➂ ❼➄❹ ➀❹➆➈➀ ➁❸❽➀➆ ➃❹❼➀ ❽➂❹❶ ➃❽ ➁❽➅❻❽ ➀❹❸❽➄ ❹ ❾ ❹❽ ❹➅➆➀ ❶➅➂ ❻❸ ❹❽❸❹ ❽❷ ❽➄❹❶ ❽❹ ❽➅➆ ❽❹❽ ❽❼❽➀❹➈ ➉❹❻❹ ➁❽❼➀❹❸ ➃❹❶➀➁❽❽➄❹❽❻❸➁❽➅❻❽❸❹❿➆➂➀❹❸❽➄➀➆❸➄❹➂❸❸❷❽❻❽❿➂➂❹❹❽❸➇❶❽❼➈❸❹❼➅❸ ❹❹❽❸ ❹ ➁❹➂❽ ➁❽❹➂❸ ➁❽➀❿❸❹ ➁❽➄❹❶❹ ❹❻ ❹❹❽❸ ❽➈❶ ➃❽ ❸❸ ❹➄ ❾➈❸➀ ➁❸❽➀➆ ❸❽❼➂❹➀➈❽❷ ➁❽❻➂➂❸ ➁❽❽❹❽ ➁❽❷➂➂ ❹➄❽❷➂ ➉❹❻❽❷➂ ➃❽➀ ❽➄❷❹➂❸ ❹ ➀ ❸❽❹➄❹➆ ❽➈➀➆ ➁❽❿❹➂ ➁❽➅❻❽ ❹❿➆➂ ➀❹❸❽➄ ➁❽❻➂➂❸ ❹➄❽❷➂ ➀ ❹❹❽ ❽➈❶➀ ❽➀❹❼❽❹➁➀❹➆❹❽➆❹❸❽➄❷❹➂❸➁➀❹➆❸❸❻➄❸❸❻➁❽➂❸➀❹❸❽➄❹❹❽➄❷❹➂❸❹❹❽❸ Ô·ÂÓÎ ➃❿➁❶❶❹❷❹➆➀➁❽❽❽❻❹➀❹❿➆➂❽➀❸➄➂➀➁❽❹❽❿❸ ˙¯˜ÚÓ ÌÏÚ˙‰Ï Ô˙È ‡Ï ¨Ìȯ·˘Ó‰ ÏÂ‰È ˙¯Â˙ Ì¢ÈÈ ˙¯‚ÒÓ· ?כבד ❸❷➂❽➂➂➃❽❼❹➀❻➀❻➄❸❻➄❸❸❻❺➀ ÆÔÈÙÒ‰ ˙¯Â˙ ❸❿➀➂➁❽➅❹➆❸➀❿➀➆❸❹❽❹❽❹❹❽❸❺➃❽➈➅➀➅❻❽❽➄❹ !!!למדי ➃➀➂❽➂❹➁❽➂❹➈❸➆❽➄➂➀➁❹➃❽➈➅❽➂❸➄❻❸❹➆➀ ➁❽❿❽➁➀❹❿➀❷➀❿❹➂❿➆➃❽➈➅❽❹❹❼➃❽➈➅❽❸ ➁❹❽❿❷➂❹➆❸➄➄❽❸❷➄❶➈❹➈❸❹➃❽❼❹➀❻➀❹❸➂➀❿❸➆❷➀ ❹➀❹➂❸➅❹➂❸❹➂❹➄ ❛
❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
➁ ÆÂÈ˘ÎÚ „Ú Ì‰· „˘ ÌÈڄӉ ˙¯Â˙‰ ÏÎ ÂÈ„ÁÈ ˙ÂÒÎ˙Ó ˙È˯‡˙‰ ‰Ó¯· øÌÂÎÈÒ‰ ‰Ó ❹➀ ❸➄❹❸ ❸❻➄❸❸ ➀➆ ➁❽❿➅➄ ➁❽➀❹❼❽❹ ➁❽❽❿➂ ❽❷❽➀➆ ❹❽➆ ❼➀➄ ➁➀❹➆❸ ➃❽➄ ➀❹➅➈➄ ➆ ➃❽➈➅➂ ❹➆➄➂❸ ❾❹ ❹❼ ➃❽➈➅ ❹➅➆➀ ❹➂ ➁❽❿➅➄ ❹➄❽❽❻ ❽➄❹❽❻ ❷❽➈ ❽❹❹❽ ❹➄➅❽➈❹➄❹❻➂➄➄❸❾❷➁❷❹➀❽❻➂➀❿❸➃❽➄❸❷➄❶➈❹➈❹➂❽➃❽❼❹➀❻➀ ➁❽➂❹➈❸➆❽➄➂➁❽➆❽❽❽➅➂❸➁❽➀❿➁❽➂➀❹❸❽➄➀➁❽➄❹➂➁❽➀❿➁❽➂❽❽➆❷➄❽❽❸ ❹❽➁❽❽➀➃❽➄❹➄❼❽➀➀➉❹❻➂➁❽➈➂❸➁❽➂➀➁❽❺➄➁❹➂➀➁❽➆❽❽➅➂❷❶➄➂❹❷❻➂ ➉➂➄➁❽➀❿➁❹➂❸➀➁❽➀❹❿❽➁➀❹❿❹➃❹❶❹❸❻❸➄❽❷➂❹❽➄❹❶❹❿➆➂➃❽❽➄❹ ➁❶❽❼➄❹❹➀❹❹❽❸❹➃❽➄ ❸❸➂❹❷❸➀❽❺❿➂❽➄❹❽❻❽➀❿❿➁❽➂❸➀❹❸❽➄❹ ❺➀❿❹❹➄❽❷➂➀➁❶❹❻❹❹❹❼➂➀➀❹❻❹❹❹❼➂➀➁❽➄❹❶➀➁❶➁❽❽❼➈❿➁❷❽➄➀ ➁❽➀❹❿❽➁➀❹❿❸➄➅➂➀➆❽❶➄➇❹➅➀❸➄❹➄❹❶❽❸➄➂➀❹➄❹➆❸➁❹❽❽❹➆➂➂➂➀➃❽➄ ➁❸➄❹❻❸❸❹❽❶❼❼➅❸❽❻➀❹➅❽➈❸❹➆➂➁❸❽❷➆❽❹➁➄❹❺❻➁❽❶❸➀ ❹❽❻❽➀➄❽❹❿❽➅❽❽➀❹❸➉➂➄❹❹❻➄
?מלמד
‰ÈÙˆÏ ‰ˆÏÓ‰ ≠ ˜¯Ù‰ ˯Ò
13 Days Roger Donaldson, USA 2000
!מאוד
Kevin Costner
➀❾❽➀❸❸❽❹➂❹➆❹➂❸❽❽❿➁❽➂ U-2➃❹❽❽➅❹❼➂❽➂❹➀❽❜❹❼❹ ÆÌÈÓȉ ±≥ ≠ ˯ÒÏ ‰ÏÈÏÚ‰ ÌÂÎÈÒ ❹➅➄❿❹❽❹❸❷❽➂❹❷❾❹✈✈❸➁❹❷❹❻❺➂❹❷❽➂❸➀➀❹❿❽❸➄❸❽➀❿➀❸❹➂❷➀➆➁❽❽➄❽➆❶➄❽➀❿❸ ❷❹➂➆➀❹❽❷❺❻❹❸❻❽❿❹❸➀❹❻➄❽❷➄➁❽❼❽❽❹➅❸❷❶➄❸➀❹➆➈❽➄❿❹❹➀➆❸➀➁❽❷➄❹❽➆❹❽❹❽❷➄➈➃❹✈❶❽➄❸❽➆➂❹➂❽➀ ❻➂➁➆➀➂❹➄➄❽❽❷➄❽➀❺❹❻❽❽➂❸❽➀➈➀➀❽❹❸❹❷❶➄➆➄➂➈➂➀➆➉➆❽❽➂➃❹❶❼➄➈❸❹➁❹❽❸➀❹➂ ❽➅➀❼➅❤❸❹➆❹➄➂➀➃❽➄➁❸➆➄➂➄❽➀❿❽➈➄❽➄❽➆❶❹❷❷❹➂❸❸➈❹❽❽❼❽❽❹➅❷❶➄❹❶❹➆➀❸➀❹➀➆❸❽➀➈❸❹ ➁❽➂➀➃❹❿➄➀❹❸❽➄➀➆ http://us. imdb.com/title?0146309
❛
❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
xxx
‰ÈÙˆÏ ‰ˆÏÓ‰ ≠ ˜¯Ù‰ ˯Ò
Nixon Oliver Stone, USA, 1995
Anthony Hopkins
❸➂❽➀❿❸➂❽❽➅➄❹➄❹❸❿➈❹➆➀✈✈❸❽➄➃❹➅❽➄➂❷✈❽➀❹➈❽➅❸ ÆÔÂÒ˜È ≠ ˯ÒÏ ‰ÏÈÏÚ‰ ¯ÂÙÈÒ ➃❽➉➈❹❹❹➀❽➈➄➀❸➀❽❹❸❼❽❽❶❼❹❹➀❸❽➈❸➁➆➀❽❻➂❼➅❸❹❻❷❸➆❹➄➂➀❽❷❿❹❽➂➂➈❷❽❻❽❸❽❽➂❸❽➄❸ ➁❽❺❸❸❽➆❼➃❸❹❹➅❹❸➃➂❺❸❹❶➅➂➃❸➃❽❽❻❺❸❺➀❹❹➃❹➅❹➀❹❼➅➀❸➂❹❷❹❽❸➀❸❼❹➄❼➅❸➁❽➄➂❺❸ ➁❽➂➀➃❹❿➄➀➀❹❸❽➄➀➆❽➅➀❼➅❹❻➀ http://us.imdb.com/title?0113987
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❛❸❽❶❼❼➅❸➁❻❹➀➀❹❿❷ ➁❽➀❿❸➈➅ ❝❞❹➄❽
➁❽➂➀❹❸❽➄➈
‰‡È¯˜ Í˘Ó‰Ï ˙ˆÏÓ‰ ÆÌȯ·˘Ó ÏÂ‰È ˙¯Â˙· ❷❹➂❽➀❾➂❸❽➂➆❸➀❸❹❽➂➀✍ The Crisis Counselor/ Jeffery R. Caponigro/ Contemporary Books, 2000/ ❏➉➀➂❹➂❸➈➅❸ ISBN 0-8092-2490-9 Crisis Management/ Steven Fink/ Authors Guild Backprint.com Edition, 1986, 2002/ ISBN 0-595-09079-6 The Essential Guide to Managing Corporate Crises/ Ian I. Mitroff, Christine M. Pearson, L. Katharine Harrington/ Oxford University Press, 1996/ ISBN 0-19-509744-0 Harvard Business Review on Crisis Management/ Harvard Business School Press, 2000/ ISBN 1-57851-235-2
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Æ˙‚ȉӉ ˙¯Â˙· ❷❹➂❽➀❾➂❸❽➂➆❸➀❸❹❽➂➀✍ Alexander The Great’s - Art of Strategy/ Partha Bose/ Gotham Books - Penguin, 2003/ d ISBN 1-59240-06-X Leadership/ Rudolph W. Giuliani/ Miramax Books, Hyperion, 2002/ ISBN 0-7868-6841-4 d
Æ˙ÂÈ„Ó ÔÈ· Ìȯ·˘Ó ÏÂ‰È ˙¯Â˙ ≠ ‰ÈËÓÂÏÙÈ„‰ Ú„Ó· ❷❹➂❽➀❾➂❸❽➂➆❸➀❸❹❽➂➀✍ Diplomacy/ Henry Kissenger/ Touchstone Book - Simon & Schuster, 1995/ d ISBN 0-671-51099-1
ÆÈ˙¯Â˘˜˙‰ ÔÈÙÒ‰ ˙¯˜Ú· ❷❹➂❽➀❾➂❸❽➂➆❸➀❸❹❽➂➀✍ Spin This/ Bill Press/ Pocket Books, Simon & Schuster, 2001/ ISBN 0-7434-4267-9 d
ÆÌȯ·˘Ó ÏÂ‰È ˙¯Â˙· ❷❹➂❽➀❾➂❸❽❻❸➀❸❹❽➂➀✍ ❽❽❹❶❼❻❞www.amazon.com➀➅➄❿❸➀➉➀➂❹➂❸➈❹❸➀❿➂❸❽❹❽➀ Bestselling ➃❽❽➈➂❽➈➀➆➃❽❽➂➀❸➂❽❸❞ Crisis Management❶❹❹❽➅➀❹➈❽❻❾❹➆➀➁❽➈➅
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