There is a saying that any press is good press. This isn’t
true. Most of the time bad press has real consequences on a brand or business.
Sure, you get a lot of media attention during the bad circumstances, but the
attention doesn’t usually equate to dollar signs. In fact, most of the time
this measurable type of press hurts your bottom line!
There are exceptions to every rule, and there are times when
bad press can benefit you. Caution, these occurrences are very far and few in
between. If you find yourself, or your
client, on the receiving end of bad press- here are some pointers to try and
ensure you come out on the other side in a positive light and a profitable one,
too!
First, address the media head on. Don’t wait to credential
everyone. Simply pick up the phone for everyone who calls and answer emails as
soon as they hit your InBox. Make sure you keep your story straight, too. Don’t
tell one reporter one story and another reporter a different story. Tell the
truth and own up to any mistakes you have made.
Focus on your corrective action. How are you going to fix
the issue at hand? Write a media advisory about this and place it on all your
social media websites (links too). Don’t
simply apologize or offer an explanation, offer action!
Finally, don’t attack the other party if there is one
involved. If someone is accusing you of something that isn’t true, attacking
the other party or calling their integrity into question can backfire. Simply
state they have a right to their opinion but you have a right to tell your side
of the story. Then, in a positive manner, tell your side of the story.
Until Monday,
Coco the CEO
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