You've seen them on the news, you've passed them on the
street, you may even have participated in one or two yourself. But
your whole perspective on demonstrations is likely to change when
sign-waving, slogan-chanting picketers show up outside your
business.
"No matter how politically correct you are or how you may
perceive yourself or your business, there will be those who take a
different view," says Rhonda Sander-son, president of
Sanderson & Associates, a national public relations firm in
Highland Park, Illinois. "But a demonstration doesn't have
to mean devastation. The key is to immediately implement a strong,
swift damage control program."
First determine exactly what the demonstration is about and
gauge the mood of the picketers. "If the demonstrators seem
harmless and there aren't very many of them, and the issue is
one you would like to clear up, send someone out to talk with
them," Sanderson says. "Choose someone with strong
communication skills-it doesn't have to be you, but it does
have to be someone who is empathetic and has some authority to
speak on behalf of your company."
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If, on the other hand, the situation appears to be potentially
volatile, approach the demonstrators with caution. "If you
suspect even the slightest potential for violence, call the
police," Sanderson advises. "Don't put yourself, your
employees or your customers at risk." Chances are your local
law enforcement officials have dealt with similar situations and
may even have a community services officer available who can offer
guidance.
Once you know what the complaint is, decide on a strategy for
resolving the situation-preferably as quickly and peacefully as
possible. You must either stick to your guns or negotiate a
compromise.
"Keep in mind that generally demonstrators want their
opinions to be heard-so much so that they are willing to stand in
the cold or the heat for hours," Sanderson says. "If you
let them air their grievances to you immediately, they may feel
they've had their say and be willing to end the
demonstration."
Beyond dealing with the demonstrators, you'll need to
communicate with your employees, your customers and possibly the
media. "If the media shows up, do not lock yourself behind a
closed door," Sanderson says. "Appoint a spokesperson to
tell your side of the story, and instruct all employees to direct
any inquiries to that individual. If possible, voice your desire to
resolve the problem. Keep your remarks brief and concise. Stay
calm, focus on the positives and don't criticize."
In all cases, tell the truth. "Explain the issue from your
point of view," Sanderson says. "Talk about why that
position is important to you. Convey your side of the story in a
manner designed to generate sympathy and support."
Whatever you say, the most important phrase to avoid is "no
comment." If you don't know the answer, offer to find out.
If the answer would mean revealing confidential information,
explain why you are not at liberty to respond. Couch all your
comments in constructive terms.
A demonstration could be a one-time event or a regular
occurrence. In either case, you may want to communicate your
position to your customers through a letter or posted notices. Says
Sanderson, "It's possible to turn a negative situation
into a positive marketing opportunity."
Jacquelyn Lynn is a business writer in Winter Park,
Florida.
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