Sometimes, despite all your best efforts, your business may not appear in the light you want it to. So what do you do?
Tell the truth, prove it with action, listen to the customer, manage for tomorrow, conduct public relations as if the whole company depends on it, remain calm, patient and good-humoured!
Kmart’s Anzac Day backflip is an example of good crisis PR. A single story on news.com.au garnered 430 negative comments in response to its decision to apply for pre-1pm trading. Kmart acted swiftly, within 24 hours issuing an apology, withdrawing its application, with managing director Guy Russo accepting personal responsibility.
“I got this one wrong and on behalf of Kmart, I apologise to the RSL, retired and current members of the Australian Defence Force and the wider community for any offence that this application has caused," said Russo.
If you compare the viewing stats on the Google News Chart, Russo’s personal apology garnered close to the same amount of views as the original story that caused the furore in the first place. The issue was handled effectively, quickly – and as a result faded off the news agenda as fast as it had arrived.
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