Molly McPherson breaks down the Indestructible PR Framework: own it, explain it, promise it. When a spokesperson fully owned a problem and stayed accountable, it worked. When they delegated to Amy and blamed the press instead, the framework collapsed.
Own it, explain it, promise it. It's the Indestructible PR Framework. That's why it worked. He was in charge of the framing because of the accountability. And the problem is it can't work twice because now he's flipping it. He has to, he's, the pattern is there where he's no longer owning things. He's partially owning it. And that's where we first saw it is when he put Amy out to do his damage control while he blamed the press.
