When it comes to bad publicity, people like Conrad Murray and Jessica Leandra Dos Santos spring to mind! In our Twitter Age of immediacy, bad PR can spread more quickly than the common cold. It has the potential to ruin both celebrities and businesses.
Say you’re sorry, and mean it.One of the best ways to have a PR turn-around is to offer a sincere and quick apology. Consumers and the public at large are generally quite forgiving and sympathetic, and a heartfelt apology can go a long way. The Japanese do this best: when Toyota had to recall millions of vehicles due to mechanical faults, the CEO solemnly bowed and wept on national TV!
Offer solutions.Although an apology helps with public sympathy, an ability to actually fix a problem does wonders. Dorothy Crenshaw (Crenshaw Communications) uses the example of the toy manufacturer Mattel. When faced with poor quality goods and huge product recalls in China, the company decided to confront the problem head on. It set out to dramatically improve product inspection and supplier audits, thus raising the industry standard.
Take a stand.Sometimes fixing bad publicity means fighting back. A recent example is that of a US beef producer, oddly called Pink Slime. It came under fire for using ammonia in its lean beef burgers. A huge online uproar ensued with parents demanding that it be banned from schools. The Texas-based meat producer subsequently took out a full page Wall Street Journal advertisement defending the product. The company also posted a response website (beefisbeef.com) containing detailed FAQs, info graphics and links to third party experts.
Show them the moneyIf all else fails, you might have to resort to paying up. A recent lawsuit against Nutella is a good example of this. A US mother decided to sue the chocolate spread manufacturer for false advertising, claiming that it was only as nutritious as a candy bar. Nutella decided not to fight back and awarded her $3.5 million! The manufacturer also stated that any consumer who bought the product during a certain time period could claim (abcnews.com).
Clearly, not all publicity is beneficial. However, it is possible to change bad publicity into good. It all depends on the response and how the situation is dealt with. Whether it’s a tear-filled apology or a huge pay out, bad press can be turned around.
Ang Lloyd writes on behalf of Livewired, a public relations company that specialises in publicity campaigns in South Africa.
REMOTE CONTROL INVENTOR DIES
Eugene Polley, inventor of the remote poses in 2007 for photos with his invention the "flash-matic" made by Zenith on the left and a new remote made by Sony on the right. (Antonio Perez / May 22, 2012)
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Eugene Polley, the inventor of the first wireless TV remote control, has died.
A spokesman for Zenith Electronics says the former Zenith engineer died of natural causes Sunday at a Downers Grove hospital. He was 96(CHICAGO TRIBUNE)
A spokesman for Zenith Electronics says the former Zenith engineer died of natural causes Sunday at a Downers Grove hospital. He was 96(CHICAGO TRIBUNE)
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