I’ve been catching up with some of my Podcasts over the holiday period and this one by Jack Welch seemed to be good advice for all sorts of situations from MP’s expenses to any bad publicity your brand faces.
In his PodCast on 31/10/08 The Welch Way, Jack Welch, the former CEO of GE explains what he thinks you should do if you are getting a mauling in the press.
1. Get the whole story out there immediately. Their job is to deliver the whole story and you can rest assured they will find it, whether you like it or not.
2. Be consistent in the way you tell the story to which groups. Don’t tell them what you think what they want to hear. These inconsistencies will be reported and you will be well and truly caught out.
3. Be proactive. Tell your story by taking it into your own hands. You can’t change the coverage to your liking, but you can get the last word via your own websites and blogs. As long as your site has a reputation for being truthful/soul searching rather than propaganda you can still win in the end.
All of this applies to a news story as well as the way you manage any brand. Tell the whole story truthfully and consistently and you will win if the product is good enough every time they come into contact with it.