Handling Bad Press

I recently read an article by Philadelphia attorney Neil Murray about the recall of a product that I personally have used. Here’s a portion of the article:

“On January 6, 2011, the United States Food and Drug Administration announced that the Triad Group notified doctors and patients that alcohol swabs, alcohol pads and alcohol swab sticks, which were sold under a variety of brand names, were being recalled. These products were recalled after it was discovered that they were contaminated by a bacteria, Bacillus cereus, which can cause serious and potentially life-threatening infections.” [read more]

From my perspective as a consumer, I was shaken that this medical product was unsafe. As a marketer, I started thinking about the challenges businesses face when they must address recalls and similar issues in this age of rapid dissemination of information.

At some point in their lives, almost all business owners or managers will have to deal with negative publicity. This might come in the form of a product recall that hits the national news or it could be an unhappy client posting a review on Google Places, Facebook or any number of other sites. Whatever form it comes in, reputation management should be part of your plan.

In today’s information-based world, bad press stays out there on the Internet. The wider the original net was cast, the harder it can be to counter the after-effects. The level of response depends on the type and severity of the negative publicity. Here are a few things to consider when you put together your response plan:

1. You absolutely must have a plan ahead of time. If one of your products is recalled, you will have very little time to consider options before the news spreads and you are forced to respond. A timely and proactive response will allow consumers to see that you “get it” and are working toward a resolution.
2. Respond, you must. Ignoring the problem will not make it go away and can make it significantly worse.
3. Attempts to cover errors can be much worse than admitting the error and announcing your firm’s action plan to deal with the problem.
4. Your response should match the scope of the original issue. As an example, for a major national product recall, your firm’s survival may be at stake and this should be an “all hands on deck” response. For a negative online review, you might respond directly to the reviewer with a public commitment to resolve their complaint (i.e., we’re sorry you didn’t like the product, here’s your money back).
5. Be proactive – don’t wait for the complaints to come in. Invite all customers to post reviews and let them know you value their opinions. Build your community now. The folks who love you and your product/service will frequently step up and defend your firm if someone does post a negative comment. Most consumers are savvy enough to recognize that one or two extremely high or low reviews are probably outliers and should be ignored.

Your plan should be developed by a team that includes senior management and your marketing and PR folks. It wouldn’t hurt to have an attorney review the plan and provide suggestions for minimizing liability. Various scenarios/contingencies should be considered.

We’d love to hear how you have dealt with negative publicity. Comment and let us know. If you have additional questions, contact us directly at jfrazer@marketingspeakerauthor.com.

“Time is of the Essence...”

We’ve probably all used this expression at some point in our lives, but it is truer today than ever before, especially in the business world. Consumers have a tremendous amount of influence, and their voices are more easily “heard” everyday thanks to social media. They can be your best advocate or cause damage to your reputation. Your response model must change.

In the past, large firms typically had defined processes for handling consumer correspondence, complaints or suggestions for future products. In today’s environment, businesses that have not moved to a more immediate response mechanism are struggling. As an example, think about the huge Toyota recall that took place in 2010. From all indications, the acceleration issue had been going on for quite some time. When the story hit the national news, Toyota was unprepared to handle the public outcry; indeed, their slow response has been used in case studies on ways NOT to handle a business crisis.

There are several keywords that can guide you in defining a response plan:

• Monitor – it’s important to know who is talking about your firm and staff. You cannot address an issue or thank someone for an endorsement unless you know it is out there. Has someone mentioned your firm, staff or product in their blog? Was a staff member quoted in the online news? You need to know. It’s also good practice to monitor your industry keywords and your competitors. You may find great ideas for a new product or service by listening to what those interested in your industry are saying.
• Involvement – the more involved you are in activities related to your industry, the higher your “expert” quotient will be in the minds of your clients and prospects. As you monitor articles related to your industry, you can quickly respond and gain exposure for the firm. Some businesses have monitored consumer discussion boards for product feedback, and when a consistent enhancement is requested, implemented it quickly to please customers. Others have contacted their local media when a relevant story appears to go on camera with a response or follow-up information. Timeliness is again key.
• Responsibility – it’s difficult for one person to monitor and respond to all mentions of your firm. Setting some base rules and empowering all employees to watch for and respond to activity will expand your reach (business footprint) and make your staff members feel more a part of the team.
• Now – you cannot delay in responding to comments or issues that concern your business. Timeliness is critical. This is true for both publicly posted and private comments (which can easily become public-Wikileaks, anyone?). If the comments are negative, you have an opportunity to immediately address and resolve the issue. And if you do so in an effective manner, most clients and prospects will applaud your efforts. If the comments are positive (maybe a great mention in a news article), you can push these out to your client and prospect base, who may then share with their friends, giving you some positive “viral” activity.

Our reality as business owners and managers has changed and there is no going back. It’s important for all of us to move forward. Those businesses that find ways to take advantage of these changes will be the ones that succeed. We'd love for you to share your tips for managing your online reputation. Let us know what works for you!

What Everyone Should Know About Medical Mistakes

By Thomas Sheridan

Thomas Sheridan, founder of Sheridan & Murray, and respected Philadelphia personal injury lawyer discusses the facts about medical mistakes.

In 1999, the Institute of Medicine released a seminal study titled “To Err Is Human”. This study concluded that as many as 98,000 people die in American hospitals each year as a result of medical mistakes that are preventable. Ninety-eight thousand deaths per year is a staggering statistic. More people are killed each year by medical mistakes than car accidents. Medical mistakes account for more deaths every year than breast cancer, and medical mistakes account for more deaths each year than AIDS. Simply stated, health care in the United States is not as safe as it should and must be.

Nevertheless, hospitals, doctors, and medical insurance companies continue to bombard the public with claims that tort reform is necessary to “fix the healthcare system in American.” The medical and insurance lobbies contend that frivolous lawsuits have driven up the cost of medicine in the United States and are a significant cause of increasing healthcare costs. This is simply not true. The real problem with the healthcare system in America is that patient safety is not paramount.


Hospitals and doctors have failed to take any significant action to improve patient safety in America. Among the common medical mistakes that are preventable are improper blood transfusions, surgical injuries, operating on the wrong part of the body, adverse drug events, falls, mistaken patient identities, and burns. Significant error rates are commonly found in intensive care units, operating rooms, and emergency departments.

In 2010, the Office of Inspector General of the US Department of Health and Human Services reported that 1 in 7 hospital patients experienced a medical error. Of these medical mistakes, 44% were preventable. These medical mistakes cost Medicare $4.4 billion each year. These Medicare cost estimates do not include the additional costs associated with follow up care following medical mistakes. This important study concluded that since most medical mistakes are preventable, the need and opportunity for hospitals to significantly reduce the incidence of mistakes is significant.

To learn more, click here.

Buzzworthy Lawyers

Buzzwords become buzzwords because they strike a cord. While they’re hot, phrases like “win-win,” “think outside the box,” “convenient location,” “free consultation,” all make the advertiser appear to be on the “cutting edge.” But what happens when you are using a buzzword past the expiration date?

You lose clout and become part of the incessant background noise and not the hype buzz you’d wanted. Attorneys, for example, are egregious over users of the phrase “free consultation.” It is hard to think about other ways to impart this benefit—especially if you are using pay-per-click or other advertising with limited space, but when you do find other ways to invite people “to learn more about their rights for free” results will increase.

Your advertising is supposed to make you stand apart and tell the story of why you are different. It should not make you blend into the crowd because you are mimicking other competitors. Attorneys are very good at looking within their own industry and following the lead of the big dogs-the problem is it creates an environment of sameness, almost inbred advertising.

If you are going to use a buzzworthy term, be the first to do it so you set the standard. Look to other industries for a fresh approach. Better yet, stop writing “ad copy.” Really analyze who you are and what you do best. Make sure it matches the reality of what your clients like about you, then find a way to include words that your clients use and understand. And make sure you monitor your ads to avoid “ad fatigue”—change them based on what you learn works best through your testing. Online ads need more updates, but television ads can and should run for a longer time frame.

We all want to be different, but actually having the guts to do it is another thing. Are you up for being truly buzzworthy by creating your own path?

Power of Positive Press

Guest blogger Lauren Black Currin is the President of Lawyers Marketing Agency. While this post talks about law firm marketing, it is relevant to almost all businesses.

Did you know that March 6-12, 2011 is National Consumer Protection Week? So, you run a law firm; why am I telling you about a nationally sponsored campaign run by the U.S. government and various non-profit agencies?



There are hundreds of annual community-focused events just like this one that present a great opportunity to promote your law firm through your participation. These events run the gamut from National Safety Awareness Month to Perennial Gardening Month. Choosing and supporting an event that works for your law firm and staff gives you the opportunity to promote a cause and garner positive publicity for your law firm.

Many of the sponsors of these national “event days” will have press kits that you can utilize to showcase your efforts. For example, National Consumer Protection Week offers press release templates, re-usable social networking content, free flyers and even web buttons and banners you can use on your website to spread the word. In another great example, The National Highway Traffic Safety Administration provides planners, brochures, research data and video clips to help you promote their Share the Road (www.nhtsa.gov/Safety/Motorcycles) motorcycle safety program (a great idea for you PI attorneys out there).

The first thing to do is decide on a cause to support. Get buy-in from everyone to build the “buzz”, and then start planning. Allow 60-90 days to plan and implement, just to be safe. Things to consider:

• Website content and updates
• Publications you might use, i.e., links you can place on your website, a downloadable “tips” PDF or a printed brochure you’ll distribute
• Include information about your event in your newsletter and blog
• Involve your clients and those on your prospect list
• Plan related seminars or other events
• Write one (or more) press releases to be distributed and add them to your website
• Include a link to the event page on your website everywhere possible
• Make it meaningful and have fun

Finally, use your employees and their networks to promote your sponsorship of the event by having them comment on their Facebook and Twitter pages so their friends, family and other contacts all hear about it. If all goes well, this can be an annual event that your staff and clients will look forward to! This type of human interest story and positive press allows people to get to know you and builds that all so important connection. Need more ideas? Just give us a call!

Perception vs. Reality

Do your clients see your business the same way you do? In many cases, we proceed under the assumption that our perceptions of ourselves and our firms or businesses match those of our clients and prospects. But that is not always the case.

What happens when there is a “disconnect” between our perceptions and those of the client/prospect? From a business perspective, the client/prospect view of our company IS “reality”. When business drops off, there is a shift in client demographics, or marketing/advertising efforts no longer work, it may be time to see if there is a gap between who we perceive ourselves to be and “reality”.

Identifying gaps begins with research. Here are just a few of the things you can review to see if there might be an issue:

• Ask. It sounds simple, but it is not always easy to do this. Many people are reluctant to ask others for what may be an uncomfortable truth. And the clients or former clients may not want to be honest for fear of hurting feelings or burning bridges. A third party source doing the asking helps.
• Get input from your employees – including lower level folks. This must be done by a third-party to ensure confidentiality and promote honest answers. You might also ask your vendors what they hear from others about your firm.
• Analyze. Pull out all the statistical information you have on your business over the past two to five years and look at what the data is telling you. Make sure you factor in trends and external changes.
• Look at your primary competition. Note that this may not be the same group of businesses who were your competitors two years ago.

We can help you find out where you have gaps between your customer’s experience and what you believe you are delivering. vitalink offers competitive and market research, conducts confidential surveys, analyzes your current business focus and presents a strategic marketing plan to move your business forward – making sure that you are on-target and your message is on-point. Contact us to learn more.

The Expert Speakers has added this topic to the roster as well. Perception vs. Reality: Close the Gaps to do More Business addresses the challenges businesses have when their own perceptions do not match those of the client or prospect.

Who really Tweets on Twitter?

Twitter Bits:

1. The percentage of Twitter users who are African American is 25% - double the percentage of African Americans in the current population. Take-away: If your prospective clients or existing clients include African Americans, start tweeting!
2. Tweeting isn't just for Tweens and Teens. 1 in 3 monthly Twitter users are 25-34 (31% are 35-54)
3. Twitter users are more educated
4. Twitter users have higher household income
5. Twitter users are Early Adopters. Take-away: have a new product or service....Tweet about it!
   

Want to learn how to use Twitter to help promote your business or law firm? E-mail jeanne@vitalinkweb.com for a free consultation.

Let us know other Twitter Bits you've found and your take-away to use the information!

Source:
Twitter Usage In America: 2010
The Edison Research/Arbitron Internet and Multimedia Study