News moves fast nowadays. What might start as a potential fire to put out can become a raging fire of controversy and real damage to the brand that you have worked hard to create. Sometimes, these scandals can start practically independently, but if there is someone specifically attacking the brand, it’s important to think carefully about how to address them and any allegations being brought forth.
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Avoid The Knee-Jerk Reaction
The worst thing you can do if your business is being attacked online is to start firing from the hip. A rash reply or an emotional response that isn’t carefully worded can escalate the issue even further or create a true legal risk. Take the time to fully assess the situation, gather the facts, and determine the nature of the attack, so that you can figure out if there are any malicious actors or false information involved. Keep things calm and professional to begin with, making assurances that you’re looking into the matter, but avoid being declarative early on.
Responding Thoughtfully To Negative Reviews
If the controversy in question is coming from a negative review or multiple, then it’s important to consider their content, not just the impact that they’re having on the brand. If it’s a single customer, responding politely, acknowledging their experience, and offering to resolve things privately can help take the immediate heat off. Arguing with online reviews may sometimes be satisfying, but rarely is it helpful for the brand. For widespread issues, consider creating a case study to show transparency in how your business is handling the issue.
Handle Legal Allegations With Care
If your business is facing a false or malicious lawsuit, then how you respond carefully has to be done with the utmost care. It’s important to avoid discussing the legal details of the case publicly, but using press releases to address the topic, such as in the case of the fallout of Alec Celestin and his actions on the platform Passes, and affirming your position can ensure that your silence doesn’t indicate complicity. A composed public stance reassures customers, partners, and employees while protecting your legal position. Always coordinate with your legal counsel before posting anything publicly about a lawsuit.
Getting A Hold Of The Narrative Where You Can
You may not be able to control what others might be saying about your business or the conclusions they may be drawing wrongfully or otherwise. However, by expanding your online presence and making use of your own channels, such as your website, blog, and social media profiles, you can ensure that your side of the story is being represented. Publish a calm, factual statement addressing the situation, correcting misinformation, and outlining steps you’re taking. Keep your tone transparent and non-defensive.
There is no single way to handle a controversy, negative review that has gone critical, or a scandal that threatens to damage the reputation of your brand. However, with the tips above, you can ensure that you’re considering different approaches that could help you navigate the issue in a way that best fits you.