How to Handle a PR Nightmare

It’s fairly common these days to take anything negative, especially as a business, straight to social media. How you do it – and why – is something that should always be considered before taking action. Are you putting them on blast to have others echo how terrible it was? Or are you using it as an opportunity to educate customers on acceptable ways to respond, expand upon reasons why things are the way they are, or to remind customers and clients you are only human and kindness and understanding deserves to be levied towards you? Before posting, you should also always consider how it will be received when you share their comments. Even if you may be right and the customer was in the wrong, depending on the severity of the situation, not going public with it is sometimes the best solution. Lastly, the best way to demonstrate genuine intentions for sharing it is by protecting your customer’s privacy. Even if they were awful, blocking out names and anything else which could identify that customer can go a long way to show you are addressing the situation rather than calling out an individual.

Tabitha Wells, Writer

As a business owner, you know that customer feedback is essential for running a business. You want to ensure that you are listening attentively to what your client needs and ensuring their vision is carried out to the best of your ability. When a customer complains about an issue with your business, don't ignore them! Instead, be empathetic and listen carefully to what they have to say. This shows your customers that their concerns are important to you and encourages them to continue giving feedback instead of quitting or spreading rumors about your brand.

Stephanie Rhoden
Founder and Creative Director, Sedona Designs Co.

 www.sedonadesigns.ca 

There's a saying that "all publicity is good publicity," but in reality, negative press can make or break a brand depending on how they handle it. 

If you've found yourself in the mire of negative press here's what you should AND shouldn't do:

You should:

Get the facts straight - When you receive negative press, it's easy to go on the defensive. But, the first thing you should do is slow down and collect all the details so you can plan your response accordingly. 

Tell the truth - You're already dealing with bad press, don't add to it by lying. They say "honesty is the best policy" and this is especially true when dealing with a negative situation. Address the problem head-on and don't hide anything. Consumers buy from brands they trust and if you try and pull the wool over their eyes with lies and a pithy response, you'll find yourself in even hotter waters. 

Stick to the point - As difficult as it might be, address the negative press head-on and stay on topic. Diverting the attention away from the problem will only magnify it. 

You shouldn't:

Ignore the problem - "Silence speaks louder than words." It's not fun to deal with negative press, but ignoring the problem isn't the answer. When faced with bad publicity, get the facts straight, tell the truth, and address the issue and only the issue. 

Point fingers - When you play the blame game, your brand will always lose. Owning up to the issue will strengthen your credibility to the public and lessen the hit your reputation will take because of the situation. 

Wing it - Before making a public statement, get your ducks in line and create a response that acknowledges the problem, highlights a solution and addresses an action plan for the future so a problem like the one you're dealing with won't happen again.

Submitted by 

Maria Marchewka

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