VFC collaborates on managing communications in difficult times
Besides being a reliable creative marketing resource, VFC is a thoughtful, strategic, effective problem solver for our client partners and, over the years, we have successfully diffused too many complex issues for clients to count.
It helps that we’re looking at the problem with fresh eyes, seasoned in the science of corporate communications. We understand the subtleties of customer service and respecting both sides of the equation.
A big part of professional public relations is damage control. In fact, there are some agencies that do nothing else.
VFC initiates every effort by carefully analyzing the full situation while understanding that time is of the essence—a flaming rant on a social media channel, say, has the power to quickly spread like wildfire. Still, it’s more productive to proceed with caution when formulating a plan. We clearly communicate the plan to the client and work with them to execute.
Public relations damage control in the small business universe can mean anything from combating disingenuous reviews to correcting misinformation posted by a trusted employee.
In the worst case example, many years ago, a client allowed their domain ownership to lapse and an Asian pornography site absconded with the website URL. VFC’s policy has always been to either hold domain ownership or, at the very least, be listed as one of the contacts since we are working with registrars and hosts daily and are on top of all client renewals. Unfortunately, this client did not comply, and damage control included negotiating to get the site back and spinning the story to the client’s advantage with a press effort and social media campaign.
In another case, a client that rebranded their web initiative to include the term “zilla” in their name and website URL was sent a cease and desist from attorneys representing the Godzilla franchise in Japan. VFC has rolled up our sleeves for scores of other legal battles, providing first use specimens and organized timelines of proof of concept. VFC routinely collaborates with clients to bring a tangible sense of order to their case and to minimize any impact with strategy.
Recently, one of the executives at a client’s company got into a heated political discussion on Facebook. His opposition found out where he worked and elected to flame the entire business instead of sending a private message. Facebook does not allow page owners to censor or edit reviews—the only recourse is to comment below it and engage the reviewer one-on-one. After careful consideration and a lot of private messaging, VFC was able to get this reviewer to modify their one-star into a five-star review. Those results are not typical but we’ve gotten others to remove poor reviews by using logic and taking the time to do damage control.
Not long ago, personal spite yielded a negative Google review. Our client manages a significant fleet and it seems one of their drivers had double parked and another driver didn’t care for that. Instead of sending a message privately they elected to leave a public 1-star review on Google. Now, it’s common knowledge that you cannot get through to actual humans at Google, but with extreme haste, VFC composed a clear, brief and thoughtful response and flagged the post which was immediately removed. We’re not naivé enough to believe this will be the result with every negative review we fight, but we have had success by acting rationally and following a formula.
Those are but a few examples of modern-day small business damage control. Twitter, Facebook, Yelp and other social channels are all excellent tools for brand promotion but they all have mechanisms for leaving public reviews. Damage control within social media can be a laborious process.
Brand damage control means developing carefully composed messaging that prevents additional people from piling on. Diffusing messaging isn’t condescending, it’s factual and respectful of the original complainant no matter what. Similarly, when we privately engage people who’ve squared off against a brand, VFC is seen as a mediator…the voice of reason speaking on behalf of the brand, but understanding both sides.
In the past few weeks we’ve been attempting to control the damage for all of our clients at the same time. To one degree or another, every small business is suffering the slings and arrows of the same foe—COVID-19— which will affect all businesses and the entire economy. We have restaurant clients whose revenue stream is being forcibly lowered and VFC is all hands on deck devising creative ways to, not only combat loss of business, but to communicate it to a stressed-out public.
Aggressive communication against the tag team of government directives in constant flux and an invisible virus are challenging, but the upside is, every target consumer is experiencing the same reality at the exact same time. Unlike the single disgruntled reviewer, the majority of the target audiences are more empathetic than usual and small businesses are making every effort. They just need to communicate that effort to control damage as much as possible during this distressing time for small business.
The Dope on Brand Damage Control
EVALUATE & PLAN
Before taking any action, formulate a plan and get an uninvolved party, like VFC, to review.
USE ALL RESOURCES
VFC relies on multiple resources, facts and experts to formulate a thoughtful damage control response.
UNDERSTAND THE ISSUE
It’s important to understand the point of view of the other party. Unless it’s a virus, there’s a reason they took the time to create the issue.
USE THE BRAND VOICE
You’re not speaking as the business owner, you’re speaking as the brand: your offering and your entire workforce.
COLLABORATE
Bounce ideas off of all stakeholders in the organization. You might be surprised how the perspective of a lower-level employee can offer clarity.
GO BIG
Try not to engage irrational complainants one-on-one. Sometimes you can’t avoid it but it’s more efficient and effective to announce brand policies that address the issue, plus you’ll garner additional support.
GET OUT IN FRONT
Many times damage control can start before the public is even aware of the issue. VFC has prepared entire campaigns to address a problem that would hit the the market and rolled it out before the issue caught fire.
BE CLEAR
Most importantly, don’t make the problem worse. Communicate clearly and thoughtfully to diffuse, move on and go about your actual business.
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Backed by years of solid agency experience, VFC is an innovative and energetic team of award-winning copywriters, designers, illustrators and programmers prepared to grow your brand and your business. VFC delivers strategic marketing, advertising and public relations campaigns for a diverse roster of clients from a 170-year-old, high-tech renovated farmhouse in the heart of Chester County, Pennsylvania. For more information call 877-GROW ART or visit VFC on the web at www.virtualfarm.com.
