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Q: What should I do if there is negative publicity?
A: There are three things you should do, i.e.,
1. You Must Face Reality.
Do:
Face problems squarely, including taboo ones.
Recognize the unspoken.
Deal with challenging issues head-on.
Address problems before they become more serious.
Take the initiative in discussions.
Confront the situation, not the person.
Don't:
Sidestep the actual problem.
Bury your head firmly in the sand.
Act as though reality doesn't exist or ignore it.
Act with denial.
Making an effort to face reality while really avoiding it.
Paying more attention to minor problems than to important ones.
Say:
Let's be realistic.
What should be said but not?
I don't think we're talking about what we should, which is...
What are the biggest opportunities/problems/challenges we face?
What is the truth of the matter?
What will happen if we ignore these problems?
We are adults. We can get through this.
Tell me the truth.
What are the taboos here?
When you do this, it makes me feel...
If you do this, it will have the following effect on the team/organization/stakeholders…
2. You Must Promote Openness.
Do:
Be truthful in a manner that others can confirm for themselves.
State your intention.
Be sincere and honest.
Be honest and upfront.
Over-disclose everything if possible.
Be honest when you can't be transparent (for example, when the law or ethical standards forbid it).
Work under the guiding principle "what you see is what you get."
Don't:
Withhold knowledge, conceal it, cover it up, or obscure it.
Possessing hidden motives, secret intentions, or hidden goals.
Impersonating others and making things seem different from how they really are.
Pretending.
Appearing, as opposed to being.
Say:
My goal is...
My plan is...
I'm going to be honest and open about this.
This is who we are as a team...
What I want to happen is...
Here are the truths...
Here are the facts...
In case you disagree with me...
This is all I can say because of law and compliance issues...
Right now, things aren't going well.
3. You Must Fix Mistakes.
Do:
If you make a mistake, fix it.
Say sorry quickly.
Try to make things right if you can.
Pull through service recovery (i.e., reaching out to customers who had a negative service experience to rectify the situation).
Be humble.
Don't:
Deny or excuse wrongdoing.
Make excuses for bad behavior.
Don't let your pride stop you from doing the right thing.
Trying to cover things up or hide mistakes instead of fixing them.
Not admitting their mistakes until they are forced to.
Let shame hinder you.
Say:
I'm sorry. It was my mistake.
I apologize for…
I made a mistake when...
What should I do to fix this?
Please tell me what you need help with.
What will it take to get things right?
What could I have done differently?
What lessons can we learn from this?
We promise to do the following...
What can I do to make it right for you?
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