Andrew
Cresencia Marjorie Chiremba
“Smears are not only to be expected but fought. Honour is to be earned, not bought.” – Margaret Chase Smith
In the previous article, we touched on deliberate but coordinated efforts used to damage the reputation of a brand by unscrupulous individuals or organisations.
Such tactics tend to be popular with competitors.
However, as an organisation you cannot afford to step back while your brand is being trashed.
You can introduce an open-door policy so that you can learn more about what different stakeholders think about your products and services.
Failure to act will allow the individual or entity smearing your brand to define your business.
Once this happens, there is a probability that you stand to lose control of your brand.
These are some of the remedies you can apply if you find your brand in such a mess:
Take Action as Soon as Possible
When a smear campaign is in full force, it is not advisable to delay taking action.
This is because if you take time, there is likely to be more damage to the brand.
Damage can snowball, so it is better to take the bull by its horns.
A few hours of a smear campaign are enough to hurt your company and spread negativity about your brand.
Although some executives think that responding immediately would worsen the situation, the truth is, not saying something about it can make the situation even more dire.
When you remain silent, you give room to speculation, which, in most cases, is riddled with inconsistencies and half-truths.
There is always a chain reaction to negative brand reviews, and this includes customers leaving the organisation for your competition, which will affect both revenue and market share.
Speak the Truth, Point out the Lies
When people lie about you, it emotionally hurts you, and dealing with such a problem is never enjoyable.
Your presence on social media could be used to mitigate blatant falsehoods, so use the platforms to set the record straight.
Do not use emotions when responding, but rather speak the truth.
If you use emotions, there is a danger that you will act unprofessionally and end up attacking those who are making accusations against your brand.
Rather, take it into your stride and be professional by walking your customers into a journey of truth about your brand.
Take your customers on a step-by-step basis when addressing malicious falsehoods so that they get the whole truth from the horse’s mouth.
Some organisations may even hold a presser so that they clear the air before the lies spread like veld fire.
There is no honour in mudslinging. Instead, focus on telling your whole truth so that when your stakeholders hear it, they are able to see clearly that whatever was said by the other side was just a smear campaign.
When facts are well presented, it will put your company in good light and you are able to hold your head high.
Consider Legal Action
Sometimes those who post negative comments about brands think that they have carte blanche on your brand and can get away with murder.
If, as an organisation, you feel that the falsehoods are too much and you stand to lose out, there is always the option to take the legal route.
If you have a very strong case, you can consider seeking damages; a win for the organisation will help to fix the reputational damage inflicted on the brand.
Although a win does not mean that there the original reputation is automatically restored, it may at least help you recover some of the revenue lost when customers were not doing business because of the backlash on your brand.
Use Services of a Reputation Management Firm
When the damage is severe, it is always advisable to make use of professionals such as reputation management companies.
This is because these companies have experience and can handle issues of this nature.
They have workable strategies that will help the aggrieved company to send out the correct and relevant information.
Doing it by yourself maybe cheaper, but it may also prove costly when you say the wrong things.
Send out Positivity
A brand going through a rough spell like a smear campaign will definitely want positive information about it to circulate so that it can counter the negativity.
As an organisation, how can you achieve this in the middle of a crisis?
The organisation can solicit positive reviews from their customers.
This can be done by involving them in surveys and product testing as a way of engagement.
Professional writers can also be taken on board to write honest and legitimate informational pieces about the company and its brand(s).
These articles are meant to put emphasis on the positive news about the company and its products and services.
Although they are promotional in nature, these articles or blog entries have the same powerful impact like those possessed by good reviews.
Whatever is said in these blogs and articles must always leave the consumer of the news with a positive impression about the company and its offerings.
When the reader is satisfied, it should encourage them to engage the company for more productive engagements to get the correct information.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461, 0719 978 335
Online Reporter