to control the first messages and how a story is first framed.

[keannu]

Source : Korean 12 grade mockup test - 2017.6

It is a strategic and tactical mistake to give an offensive position away to those who will use it to attack, criticize, and blame. Since opponents will undoubtedly attack, criticize, and blame, anyway, the advantages of being proactive, airing one’s own “dirty laundry,” and “telling on oneself” are too significant to ignore. Chief among these advantages is the ability to control the first messages and how a story is first framed. That leaves others having to respond to you instead of the other way around. This approach is appropriately termed “stealing thunder.” When an organization steals thunder, it breaks the news about its own crisis before the crisis is discovered by the media or other interested parties. In experimental research by Arpan and Roskos-Ewoldsen, stealing thunder in a crisis situation, as opposed to allowing the information to be first disclosed by another party, resulted in substantially higher credibility ratings. As significant, the authors found that “credibility ratings associated with stealing thunder directly predicted perceptions of the crisis as less severe.” *

This passage is hard to understand. If only I could get some example of the underlined, I would understand the whole thing. Please help me.

 

[J&K Tutoring]

Let's assume that your company has made a big mistake, and that mistake might reduce the value of shares in your company. You might:
A. Say nothing and hope no one finds out before you can get it fixed.
B. Wait until inevitably someone does find out, the news becomes public, and you announce that you are aware of the problem and are taking steps to fix it.
C. You announce the problem yourself and that you are already taking steps to fix it.

A is foolish and risky. It will likely lead to
B A news headline like "Shares plummet over crisis at XYZ company." The public (shareholders) assume you did not know about it. You look incompetent (or dishonest) and so confidence (share price) drops dramatically and for a longer time.
C You can announce something like, "We have discovered a small error and are taking steps to correct the problem." Share price may drop temporarily, but you can hope that shareholders remain confident.