Are You Getting Bad Press?

Four ways to manage negative publicity

It's not fair, but it's true: Perception of your companycan hinge on a single incident. And it doesn't matter what elseyou've done. Here's how to turn a negative situation toyour favor:

  • Think before you speak. Be sure you understand the situation,as well as any other related aspects of your company, before youspeak publicly.
  • Provide a frame of reference. Remember, people don't knowwhat you know about your company.
  • Don't try to hide. Be honest about what happened, why ithappened and what you're doing about it.
  • Get some training in dealing with the media. Your spokespersonneeds to look and sound as professional as your best marketingmaterials. Designate and train him or her before any crisisoccurs.

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