Company Christmas Party Notice

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Negative or incorrect information that goes unchecked, uncorrected or un-refuted can erode and even destroy your company’s positive reputation. That’s why you must negate and neutralize harmful stories before they cause a public relations crisis.

The dissemination of news by only newspapers, radio and television is almost a quaint memory. Now, just about anyone can generate what they consider news and important information at the speed of light via the Internet. They can also use the Internet to smear your company’s name and reputation. 

 

When we were dealing only with print, radio and television, our ability to monitor and respond to the news was relatively straight forward. We had time — however limited — to organize our facts, develop a response, plan our actions then get the word out. But that situation has changed dramatically. 

 

At a recent crisis communications conference, Roger Conner, Vice President, Communications for Marriott, said the new acceptable level for a first public response to a crisis is 10-15 minutes.

 

With the proliferation of blogs and networking sites, both good and bad news, correct and incorrect information can spread and consume like electronic kudzu. Under the right circumstances, a miniscule blog can pump out information with the strength, reach and impact of the New York Times. 

 

Don’t ever underestimate your critic’s reach or ability to do you harm.

 

Many large and small companies have lost control of important issues by dismissing or not taking steps to counteract seemingly insignificant bloggers’ negative comments.

 

Search engines give blogs preferential treatment in their rankings because bloggers frequently update their sites and search engines love to give web surfers fresh content. That’s why bloggers’ posts wind up on the Internet long before new information on your website sees the light of day.

 

So what should you do to protect your company against damaging or incorrect information?

 

First, under all circumstances, follow the three-part Golden Rule of crisis communications:

• Tell it first,
• Tell it all,
• Tell the truth.

Next, take these five steps to defuse negative information and prevent a crisis from developing the first place:

 

 

1)   Monitor the Internet.
 Sign up to receive Google alerts that tell you when and where someone has used your company’s name or keywords associated with your company or industry. 

 

Go to Google’s homepage; click onto “more” in the search index at the top of the page; click onto “even more;” click on the “Alerts” icon; follow the directions to receive email updates based on your choice of a topic or keyword — such as your company’s name.

 

2) Immediately respond to damaging comments about your company.
 Don’t assume no one will notice. Respond directly to the source whether it is a newspaper, blog, TV or radio report. Post your response on your website and in your company’s blog and make sure you inform all key audiences.   

3) Immediately correct inaccurate statements. The same rules apply as when confronting damaging comments. Respond directly to the source and through other media outlets. Post your response on your website and in your company’s blog. Inform your customers and other constituencies.

 

4) Create a blog to disseminate important information. By creating a permanent or temporary blog, you can add postings and new content that search engines will find in minutes. This allows you to respond quickly to a crisis. Also, the blog can create an interactive environment if you desire. A website has no counterpart for providing such fast results or interaction. It may take weeks before a search engine surveys your website for new content or changes.

 

5) Generate as much positive publicity about your company as quickly as possible. According to crisis communications practitioner Joe Wojtecki, Senior Fellow at the Center for Risk Communication, it takes at least three positive “hits” to balance one negative hit. He refers to this aspect of negative dominance as 1N=3P. Furthermore, he points out, you need a fourth positive hit to dispel the negative impression. The lesson is, when you’re on the defensive, you must work much harder and faster than your critics to counteract harmful publicity and burnish your reputation.

Brian R. Salisbury, a writer and a public relations and communications consultant, combines a wealth of communications know-how with an engaging writing style to help his clients shape the most effective messages and deliver them with the greatest impact where they count most. Visit Brian’s website at http://www.BriansQuill.com and subscribe to his free public relations newsletter and receive his free report “Ten Key Components of a Successful Public Relations Program” Or send him an email at BrianSalisbury@BriansQuill.com.

Is your company having a Christmas party this year?

It’s the 17th and we still haven’t had any notice of one. I wonder if anyone else has even noticed…

I’ve been with my company for five years, and oddly enough this is the first year we haven’t. I wonder why….hmm…

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