How PR People Can Help Companies Deal with Bad Press
Every once in a while, or more often if you to work for or with a controversial company, bad press happens. Let’s face it – not everyone can like you all the time. Regardless, it always stings a bit when someone writes something negative about one of my clients. Why couldn’t the reporter just say nothing at all?
The truth is that bad press comes with the territory of doing PR. It’s a reporter’s job to report both the good and the bad, and if it’s a blogger or editorial writer, it’s often their job to write what they think is good (recommendations) and not so good (not worth the money). The consumer has to then step in and figure out who to believe and who not to believe. It may be the media source a consumer doesn’t trust, or a writer they tend to agree with and trust instantly, etc.
Back to the subject at hand…what do you do when your company (or your client’s company) gets negative press? For smaller media sources that aren’t widely read, it’s sometimes best to let things lie. Often one negative opinion about your product isn’t enough to start a movement and it’s not your job to add fuel to the fire.
But if a broader negative story begins to take life, your company will need to do something and perhaps will need to consider confronting the issue at hand.
Here’s a few of my tips for dealing with negative press:
1. Let It Pass. Like I said above, sometimes small, negative press (like a bad review of your product by a blogger) will just pass over and become old news by tomorrow. If you react too soon, you risk drawing attention to something that can do more harm than good. Of course, you wouldn't want to ignore something very serious or any wrongdoing by the company, but a blogger saying they don't like your product might be worth noting, but not reacting.
2. Contact the Reporter or Blogger. I only suggest doing this if something was factually incorrect in the story or if the company has a firm statement on the topic at hand. Remember, if you send a nasty-gram to a reporter because you disagree with her review of your new product or stance on an issue you’re promoting, that journalist or blogger may just go ahead and publish your comments. So pick your words wisely as to avoid making things worse. Remember, nothing is off-the-record, ever!
3. Respond Publicly and Forthrightly. If the press is so negative that it may damage your company’s reputation, I recommend the company issue a public response in the form of a press release or a statement posted on their website or blog. If the company has done something wrong, the CEO should admit to wrong-doing, apologize and then make the situation whole again by stating how the issue will be addressed going forward. Transparency is key! While a product recall, for example, can be damaging to a company, if it is handled swiftly and transparently, then the bad news will quickly dissipate. The stories that live long and hard involve companies trying to cover things up.
Remember, bad publicity offers an opportunity for your business to show that you are human – you make mistakes and you make amends. After bad press happens, it’s often an opportunity for your PR team to work hard at turning the tide and making the news about your company positive, rejuvenated and productive.
And, of course, remember, this, too, shall pass.