Preventing negative publicity
In the event that your business needs to keep a low profile or defend itself in the public arena, we can help. The most common problem we encounter is when a dissatisfied customer threatens to lambast you in the press, in which case we find out the facts and diffuse the situation. In most cases the story never gets printed.
We have also dealt with more serious issues, for example where a product has malfunctioned or a staff member has brought the company into disrepute. Whatever the crisis, you can rely on our level-headed approach and experience to protect your interests.
Some basic guidelines for effective crisis management:
- Don’t underestimate the problem
The primary goal in crisis management, especially when it comes to the press, is to prevent the story being published. You can only achieve this by taking the issue seriously from the outset. Assume that an unhappy customer might progress to contacting the BBC or similar ‘watchdog’ press agency, or take their grievance online.
- Take immediate action
A journalist can turn a story around in a day or two, which includes gathering photography, supporting case studies and technical data. Your company should be asked for a statement, and may only be given hours to respond. If you think a customer or other stakeholder (such as an employee for example), might be going public, or has already done so, treat it as a priority. Even if a newspaper article, radio broadcast or online comment is later corrected in your favour, the damage is done.
- The customer is always right
While it’s important not to set a precedent that could undermine the brand on a larger scale, such as by admitting liability to deal with an isolated case, you need to take the attitude that your customer is justified and deserves a sympathetic response. Statistics show that an unhappy customer who later becomes happy is a far stronger advocate of a company than someone who was always satisfied.
- Avoid negative language
Clearly you must be sympathetic in your statement to the press or online, however what you also need to be aware of is the impact that negative words might have – even if the context in which they’re used is positive. General words such as ‘fault’, ‘failure’ and ‘complaint’ make an impression on readers and listeners, even if the statement is that there was no fault or failure, etc.
- Understand what the customer wants
Spend time discussing the issue with the customer or stakeholder, and you may find out what it is they really want. In our experience, it’s rarely revenge that’s being sought. Perhaps the customer feels personally slighted and undervalued by the company, in which case contact with a senior manager will make them feel heard. Or it could be that a seemingly small sum they spent rectifying the problem was not insignificant to them. Either way, by having a calm, friendly conversation with them, you can identify what will repair the relationship.
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