Surviving in today’s litigious business environment, particularly given our instantaneous and 24/7 media, requires careful planning. The key to survival may be found in the 2,500-year-old Chinese masterpiece, The Art of War. The author, General Sun Tzu, was an extraordinary philosopher and military strategist during the reign of the King of Wu in China. His compelling and detailed advice (contained in 13 chapters) on tactics, maneuvering, and the politics of war is as valuable to 21st century business owners and litigants in today’s traditional and social media environment as they were to Sun Tzu’s troops more than two millennia ago.

Lay Out an Effective Public Relations Plan (Before it is Needed)

"[T]he general who wins a battle makes many calculations in his temple before the battle is fought. . . many calculations lead to victory, and few calculations to defeat . . It is by attention to this point that I can foresee who is likely to win or lose.”
–Chapter VI (“Weak Points and Strong”), 19.

Careful planning is the key to survival. This includes an honest assessment of your opponent’s strengths and weaknesses—as well as your own. Consider the following time-tested advice in developing an effective public relations plan:

  • Prepare: Lay out your PR communication plans in anticipation of events.
    “With more careful calculations, one can win; with less, one cannot.”
    –Chapter I (“Laying Plans”), 26.
  • Assemble your “crisis team” with clearly defined responsibilities.
    “A confused army leads to another’s victory.”
    –Chapter III (“Attack By Stratagem”), 16.
  • Calculate your adversaries’ weaknesses and maneuvers—and public perception of yours.
    “To secure ourselves against defeat lies in our hands, but the opportunity of defeating the enemy is provided by the enemy himself.”
    –Chapter IV (“Tactical Dispositions”), 2.
  • Strive to “do the right thing” in response to a problem or event; it is good business and engenders good public relations.
    “Do the right thing and don’t try to compete for outside alliances.”
    –Chapter XI (“The Nine Situations”), 55.
  • Find trouble before it finds you.
    “Know the enemy, know yourself.”
    –Chapter X (“Terrain”), 31.
  • Develop a good relationship with the media, and use news/web crawlers to monitor events relevant to your business. Make sure personnel “on the ground” funnel relevant intelligence to your PR point person.
    “Those who do not use local guides are unable to obtain the advantages of the ground.”
    –Chapter XI (“The Nine Situations”), 52.
  • Always plan for the worst.
    “As water has no constant form, there are in warfare no constant conditions.”
    –Chapter VI (“Weak Points and Strong”), 32.

Implement Your PR Plan Effectively