You're right! "Spend more" is advice commonly given to managements in a crisis but "spend more wisely" can often bring better results at lower cost.
You could write "Ten Commandments of Crisis Management" and even better would be "Ten Commandments of PROFITABLE Crisis Management."
There are five things management can do starting now, this week -- and five "thou shalt nots" -- so management not only survives the next crisis but has a good chance to thrive from it with increased public esteem and investor valuation.
I won't write it because it's insulting when Kevin doesn't run something I've written but why don't you write it?
You could end with a promise that next week you'll suggest an Eleventh Commandment that adds to management's safety and to the PR team's affluence.
Something our colleague Arthur Solomon has been saying for years. But you rightly point out, Fraser, that everybody is a crisis expert, with more prescriptions than an offshore pharmacy. Only a handful are worth heeding. But boy, are the rest ever feeding the media machine!
Why such a proliferation? Because it's quick money? Easy media exposure? A fast track to "guru" status?
Whatever the reasons, there are too many of them.