If your company made a mistake, got some bad press and lost customers, don’t despair. Bettering a bad reputation is tough in the best of circumstances, but it can be done…
Introduction
If your company made a mistake, got some bad press and lost customers, don’t despair. Bettering a bad reputation is tough in the best of circumstances, but it can be done.
Instructions
Difficulty: Challenging
Steps
1
Step One
Hire a public relations firm with experience in crisis management. This is not the time to wing it.
2
Step Two
Be honest, even if the news isn’t good. Your company needs to re-establish credibility and it won’t do that through lying.
3
Step Three
Be accessible to the media. This is not the time to be arrogant or self-righteous - even if you think the media is at fault. Open resentment will only make matters worse.
4
Step Four
Emphasize the public’s best interest over the company’s when making public statements.
5
Step Five
Acknowledge opposing viewpoints, even if you strongly disagree with them. Respond politely and reasonably.
6
Step Six
Be proactive in making amends. Don’t wait for outsiders to tell you what you should have done.
7
Step Seven
Offer clear solutions when addressing your company’s problems. Let shareholders and the public know why something won’t happen again and how you’ll deal with similar problems in the future.
Tips & Warnings
* An ounce of prevention is worth a pound of cure. The first 24 hours of a crisis are pivotal. The more responsive and concerned your company appears up front, the better you’ll look in the long run. Even the best companies can run into trouble. Plan ahead.
* While acknowledging fault can lead to the public’s forgiveness, check with your lawyers before saying anything that could be construed as an admission of guilt.
