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Can’t comment on how much of it was guff, but they definitely had effective lessons to share. Without doxxing myself, for several years my job overseas saw me participating in crafting urgent messages to the public and national governments in response to major crisis scenarios. One can never get it 100% right 100% of the time, especially under pressure, but getting the priorities wrong in a 3 word message? Abysmal.
Edit to add %
Adhiero
Most of that was guff or only worked on trivial things. Actual urgent serious things need an entirely different approach.