Finding the right balance between speed and sensitivity is vital when communicating bad news.

At some point, all PR pros find themselves in a situation where it becomes necessary to communicate bad news - anything from staff layoffs to bankruptcy. Disclosing such information requires a balancing act of careful, yet quick communications to make sure all relevant parties are notified in the best way possible.

Richard Levick, CEO of Levick Strategic Communications, recommends applying a "Machiavellian" ...