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To the Point : Brand Slammed?

When you’ve been dissed online, be sure to respond quickly, honestly and appropriately.

June 2009 By Katya Andresen
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4. Be honest, transparent, friendly and nondefensive
This is key. If there is misinformation out there, correct it in a helpful, noncombative way. My organization’s own crisis communications plan (hope you have one, too) sets out the following principles if we’ve made a mistake:

  • Be sincerely apologetic if we’ve done wrong.
  • Take responsibility.
  • Err on the side of open, frequent communication.
  • Be absolutely honest.
  • Ensure what we say is accurate — if we’re not sure, say we’re not sure. 
  • Do all we can to fix problems and mitigate harm.
  • Say what we’re doing to ensure it doesn’t happen again. This one is especially important.

5. Remember, it is a conversation
This isn’t a monologue by the critic or by you. Nor is it a war. It’s a conversation. When you respond, be open to reactions, and answer questions. You can’t post one response and call it a day; you need to keep tabs on the situation and participate in the ongoing conversation. FS

Katya Andresen is chief operating officer at Network for Good. Reach her at katya.andresen@networkforgood.org  


 

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