In the wake (okay, let’s be honest – in the midst) of the exceptional chaos that came from the absolutely idiocy showcased by an unnamed (at least, on here) PR agency via The Bloggess, I wanted to share a step-by-step strategy to help fix errors of this magnitude.
1. Apologize – privately. Don’t try to make excuses, and don’t make your apology public. Be sincere, humble and – above all – gracious.
2. Apologize publicly – after getting approval from the slighted party/parties. If they don’t want you saying anything, don’t. If there’s an opportunity for you to do this with kindness and tact, all the better. Don’t make it about the money or the fanfare. As always, do it for the right reasons.
3. Accept the blame – and admit that you’re flawed. We’re human and we make mistakes – that doesn’t mean that you aren’t an idiot sometimes. Don’t pass the buck – even if the actual “crime” was committed by one of your employees, it is your name that is being dragged through the mud. Wipe it off your face and be comfortable enough with telling the world that this is unacceptable, you won’t tolerate it and you’re better than that – flaws and all.
4. Put your money where your mouth is. Depending on the severity of the blunder, you need to back up your talk with a little action. Ask the offended parties which charity they’d personally wish you would donate to – and donate. Make the number count – don’t go bankrupt, but make sure you’re not pandering and playing the pity party – YOU were wrong. Make it better.
But of all these tips, the best way to deal with a PR blunder gone viral? DON’T MAKE THE BLUNDER.
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Jaime Palmucci
Debutante Media
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