By Palm Beach State College
Small Business Development Center
BOCA RATON– In this digital age, it’s easy to give feedback and get feedback. But what do you do if your small business receives negative press?
Staying calm, objective and responsive can help put out the fire and generate some positive PR. Here are some tips:
Don’t hide. In most cases, a failure to react will only validate the criticisms, so an appropriate response is usually advisable. Yet there are exceptions. If the accusation isn’t credible (a rumor or Internet troll), there’s no need to dignify it. Don’t overreact. It’s easy to be emotional and use inflammatory or defensive language when attacked, especially if things get personal.
Ask for equal time. Most legitimate websites or news sources will let you have your say in response to a negative story. Where facts or details are wrong, insist on your right to set the record straight. Appeal to the journalist or blogger’s sense of accuracy. No one wants to get it wrong.
Use facts and figures and cite third party sources. A convincing response is usually one that invokes objective facts or statistics. Quote third parties. Past recognition, company ratings and recommendations, even satisfied customers, will help you state your case.
Let your advocates defend you. If you have trusted customers or partners who are willing to be quoted or post comments in your defense, by all means, let them. The essence of reputation is what others say about you in public.
If appropriate, apologize. If your company has made an error, offer a prompt and sincere apology. Take responsibility, and more importantly, take steps to fix the situation or make amends.
Generate positive content where possible. Once the storm passes, help “push down” negative or unflattering stories or comments with fresh, positive, and highly searchable content. Step up your blogging; offer to guest post on an industry site; get quoted in a trade publication or site.
Ask yourself, is this an opportunity? Sometimes public criticism is actually a gift in disguise. It can be a chance to correct a problem or improve a product or service offering. If appropriate, thank your critic and take advantage of the opening.
For more on this topic, or for no-cost consulting with certified business analysts, including growth acceleration consultants and PTAC specialists, contact the SBDC at 561-862-4726 or email sbdc@palmbeachstate.edu