12 Apr When Shade Is Being Thrown Over Your Reputation

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It seems like the more successful an organization becomes, the more likely it is to become vulnerable to criticism, crisis and lawsuits. This is nearly inevitable, especially when you factor in human nature and the fact that we can’t make everyone 100 percent happy all the time. Sometimes things happen such as long wait times due to an emergency scheduling; an IT issue in which email goes down for hours causing chaos; or a disgruntled employee who lashes out. While these situations may be impossible to avoid, there are a few actions that can be taken to overcome ‘shade’ being thrown over your reputation.

Social media. If your organization gets negative feedback via social media, it is our recommendation to respond to it. Sometimes it is the inclination to delete or avoid the confrontation, but we recommend facing the feedback, addressing the issue and asking for permission to resolve any discourse personally. Try this approach in a genuine manner and avoid a canned or pre-planned response. Make sure whomever responds has thought put into the message.

Media. Even the best of companies get negative media attention. This can happen directly or even inadvertently just by being mentioned as something happening at the organization’s premises. No matter what the case, there are a few steps to help redeem your organization’s reputation. Craft a message addressing the issue. Decide whether the message needs to be placed on the company’s website and social media or if it needs to be available for inquiry purposes. Consider letting employees know the message as well in case there is an internal question or fear that should be addressed. And finally, talk with the media to address the issue, or release a statement to the media (and avoid any chance of being misquoted).

Review sites. With sites like Yelp, Google and even the Better Business Bureau, it’s best to keep up with the reviews your organization receives. Have a general response planned for negative reviews. Customize these responses to pertain to the issue at hand. Work with management to cure the issue directly if possible.

Lawsuits. Work with your attorney in tandem with understanding communication needs for this type of issue. Oftentimes lawsuits are frivolous and can easily be spotted by the public; however, whether they are a legitimate issue or a nuisance, it’s best to have a response drafted, reviewed by lawyers and a PR team and notify anyone who could learn about the suit or be affected. Being proactive here shows responsibility on the organization’s part.

Again, no company is immune to negative consequences, and often this goes hand-in-hand with success. Don’t be afraid of open communication. Have confidence in the crisis plan you developed and it will give you the strength to prevail.

For a free download of this material, click here: Shade at Reputation

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