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A Playbook for CEOs Attacked by Trump: Thrust, Parry, Ignore

From Kevin Miller, writing for Bloomberg:

(Bloomberg) — Bosses of the world’s largest corporations are still learning to deal with one modern peril: when President Donald Trump shows he’s not afraid to call them out on Twitter.

General Motors Corp. is the latest example. Even though Chief Executive Officer Mary Barra reached out to to the president before announcing plans to cut 14,000 jobs and close plants, Trump still excoriated GM on social media and threatened it with the loss of electric-vehicle subsidies: “Very disappointed”!

Here’s how some companies that landed in the president’s social-media crosshairs have coped with fiery tweets from the commander-in-chief:

STRATEGY: Attack, Riposte, Provoke

CEOs have long been trained that it’s unwise to provoke a president. That’s no longer always the case, said Paul Argenti, a communications professor at Dartmouth’s Tuck School of Business who, in the wake of an embarrassing GM recall, wrote “The Crisis Communications Playbook: What GM’s Barra (and Every Leader) Needs to Know.”

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