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It’s painful to watch venerable Atlanta financial firm Equifax stumble down an all-too-familiar and faulty PR path: not coming clean with its many errors immediately. Instead, Equifax will learn the simplest PR lesson few ever seem to heed: It’s not the crime, it’s the cover-up.
Lawyers typically advise clients to deny and delay. Nixon, Clinton, VW, Wells Fargo, the Catholic Church … the list goes on. A notable exception has been Waffle House’s Joe Rogers Jr., a textbook case of how to reveal and deal.
Another lesson: don’t wait till it’s too late. Hire a PR pro promptly.