How to survive a public business blunder

A service or product malfunction reaching the media can spell tragedy for a business, but you can come out with your company and reputation intact. Here are 5 ways to get through a disaster.

1. Be proactive
Keeping quiet and letting the bungle die a natural death mean it will go away quicker, right? Wrong. What will die quickly is your reputation and the trust your customers have in you. When news breaks, make sure that you are available to give your side and that you communicate clearly and frequently. This assures the public and the media that you are handling the matter responsibly and while short-term damage may still occur, in the long run, speedy involvement expresses that you care and are taking accountability.

2. Choose a good spokesperson
It’s important to have a face for your company during tough times. Major crises usually require that the big boss – the CEO or some other senior executive – takes this duty. Sending out someone too junior suggests that take the company doesn’t take the matter seriously enough.
Ensure that the spokesperson fully understands the nature of the crisis, its impact and the business’ proposed solutions. Keep them aware of new information, rumours or other misconceptions they may have to clear up and ensure that he/she can articulate the company’s position clearly.

3. Don’t lie
If you really messed up and somehow ended up with germs in your line of make-up or faulty brakes on your line of mountain bikes, don’t lie about it. Admit to your failing, but follow up with a clear plan of action on how you are going to fix it. Being honest may be painful, but it will be more excruciating if you get caught later.
Be aware of legal implications of releasing sensitive or confidential information, but aim to engage with integrity.

4. Don’t defy the authorities
A product or service malfunction can require temporarily closing down your business or changing operating tactics. This can hit your pocket and put profits at risk, but follow orders from the authorities, because they also provide information to the public.
If you ignore instructions from emergency services, the Department of Health or any other regulatory body which intervenes to protect the public, you further damage your brand and reputation by appearing to be reckless and beyond the law.

5. Don’t go “off the record”
As sweet and understanding as the local reporter may seem, keep your lips zipped unless you don’t mind seeing your words all over the news. What you say may be taken out of context or inflated, so don’t provide fodder for gossip or rumour by moaning to anyone who isn’t invested in your success.

Disasters do happen, but unless you set the city on fire, most businesses can recover from them, so keep your chin up and stay positive.

Puseletso Mompei is a communications consultant and trainer. She offers communications and media training for corporate executives, spokespersons, managers and entrepreneurs. Contact her at puseletso@kwazicommunications.co.za, or visit www.kwazicommunications.co.za for more information.