Today the Futures Company put out some stats about what people think are the top characteristics of a leading brand. Bit of a cluster around the top spot – no surprises that being ‘a brand that everyone trusts’ is up there. So too is ‘It always puts right its mistakes.’ Doesn’t sound like rocket science, but really you’d be surprised.
It’s not unusual for companies to turn to PR agencies when something hits the fan – good comms experts can contain a mistake, ensuring its public appearance is avoided, limited or turned into an opportunity. All good stuff. But you’d be surprised at just how few companies actually focus on fixing the mistake. Yes, good PR is key both before and after – making you’re you’re ready if an issue occurs, managing the impact of the issue and then rebuilding reputation once it’s over. But there’s little point doing all that if you’re not going to fix the problem that got you there in the first place. Actions speak louder than words. Fix it, ’fess up to whoever you need to and start making friends again. Stuff happens – it’s the way you react to said stuff that counts.