W EEKLY EDITION MAR 14, 2018
How to Change the Public's Percept ion of Your Company:
Part I …continued
By PSAI Executive Director Karleen Kos
Once you have posted this response online, your best bet is not to
respond again unless something particularly egregious comes up. If
that happens, repeat a version of what you already posted, addressing
the new fact or allegation. If the press contacts you, avoid the urge to
defend or explain yourself beyond the content of your statement. The
more you say that is "off the message," the more you open yourself to
criticism, the whole incident dragging out longer and possibly doing
more damage to your reputation or business prospects.
And finally, some customers are genuinely difficult and will never be
satisfied. If an inordinate amount of time is spent trying to placate one, o r if he attacks a team member personally, it is probably
best that he be "fired" as a client. Even if that happens, be sure you are managing the damage s/he might have done to your
reputation online or in the community.
In Part II, we'll cover how to mana ge your online presence and improve your reputation on the I nternet.
P AGE 4
