BACK TO ARTICLES 
When writing articles, most reporters strive to present an unbiased, educated story on the content at hand. It’s never in the best interest of the writer to present false information to the public, however, there may be a time when your company is confronted with a not-so-flattering article. While bad press ends up not being as horrible as it seems, it can definitely hurt your business’ reputation and affect relationships with consumers as well as business contacts. In such cases, taking action is warranted.
When assessing options for bad press, there are three scenarios to consider and assess. Each scenario takes important variables into consideration that could occur as the demeaning article gains momentum. The most important thing to remember is to stay focused on the issue at hand.
Scenario 1: Take No Action
For any recipient of bad press, the initial impact seems far worse than it actually is. This may seem like a personal attack on you as an individual and may spark an emotional response. It is especially important to keep a cool head and follow procedures to deal with the situation properly.
First, take a step back and breathe. Then ask yourself the following questions: Is the situation really so dire? Will the news really impact sales and relationships? Is the publication well known and widely read by your target audience? Is the article factually inaccurate or biased in any way?
If your answers to these questions are unstable, it may be best to monitor the situation from a distance. News cycles aren’t very long, and bad press typically fades within a few weeks. How much of last week’s news can you remember yourself? Not responding to an article limits the attention given to it. Responding publicly, on the other hand, can validate the reporter’s claims and strike a much harsher spotlight on the issue.
Not responding doesn’t mean you aren’t doing anything. Concentrate on your key relationships and clearly answer any inquiries without hesitation. It’s always beneficial to prepare counterpoints for employees, business partners, and customers. When responding to queries, use direct and personal communication.
The bottom line: Don’t dig a deeper hole than you’re already in.
Scenario 2: Contact The Reporter or Editor
If the story is factually incorrect or unduly biased, consider contact the reporter or editor directly. All publications, with the exception of a rare few, will issue a correction of any factual errors. If the issue is one of perception, however, a correction is unlikely. The reporter may be open to hearing your side of the story, especially if they were never given the opportunity to do so from the beginning. Most reporters are open to discuss the article with you. When initiating such a conversation, focus on trying to clear up any misunderstandings and build a relationship of trust with your counterpart.
Don’t use the call to air any grievances that may cause the reporter to take a defensive stance. This can make it extremely difficult for them to accept your point of view. Offer new information to pique the reporter’s interest for the opposing angle of the story. Third party industry experts can be a great asset in this situation since they can support your company’s position without being tied directly to your company. Also, don’t expect an immediate follow-up story. The reason behind that is so nobody thinks the reporter was ever wrong.
Everyone has a reputation to live up to, including you.
Scenario 3: Issue A Public Response
Sometimes bad press can immensely damage a reputation. If this is the case, it may be in your best interest to issue a public response.
A straightforward news release sent directly to individual publications offers the most efficient means of dissenting information. Publishing a response on a website or blog is also a worthy attempt, although this invites public commentary and may further the negative press. Any public approach should directly address only the issues put forward in the article in a factual, non-emotive, and personal style. Writing with a personal approach will extend a “take-charge” image that shows rational thought and leadership. The goal is to calm and dissolve any apprehension customers or employees may have.
Resist the urge to accuse the reporter of malicious behavior. Now is not the time to burn bridges.
The vast majority of press is balanced and positive, especially when it involves smaller businesses. If bad press occurs, the best approach is to remain calm, keep a level head, and put everything into perspective since overreacting can worsen the situation. Think through your options and respond accordingly. Bad press can be an opportunity to show your leadership and clarity of mind under pressure.
