No business is immune from receiving bad reviews or press. While entrepreneurs are aware that their products or services won’t appeal to everyone and that they will make mistakes, the reality of this can be hard to swallow.
In a digital world where negative publicity can permanently impact a business’s ability to attract and retain customers, it’s becoming increasingly vital that entrepreneurs are proactive rather than reactive when it comes to handling these challenges. To help, 15 Forbes Business Council members each share one thing a company should avoid doing in the face of receiving a bad review or negative press.
1. Seeming Arrogant Or Oblivious To Feedback
The key is to avoid seeming arrogant or oblivious to feedback. By responding maturely and making constructive changes where needed, a company can often redeem itself in the eyes of the public and turn a negative situation into an opportunity for improvement. Dismissing or ignoring criticism can worsen things while taking it seriously—even if painful—can ultimately limit reputational harm. – Elie Y. Katz, National Retail Solutions (NRS)
2. Ignoring It
It’s important to not ignore a bad review or press. Ignoring it can make things worse. Instead, the company should say sorry if needed and talk openly about the problem. Learning from the feedback and making things better shows that the company cares and wants to improve. This helps fix the problem and helps people trust the company again. – Noman Siddiq, Cloudlead, Inc.
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3. Reacting Without Thinking
When a negative review is posted, a company should take control of the narrative, demonstrate its business acumen and work toward providing a solution rather than reacting. It should be seen as an opportunity to learn and showcase leaders’ commitment to customer satisfaction and their ability to handle challenges professionally and courteously. – Francisco Ramirez, The ACE Group (TAG)
4. Escalating The Issue
These types of situations remind me of the “Streisand effect,” where attempts to suppress information often backfire, magnifying its reach. In the face of negative reviews, companies should avoid defensive reactions that could inadvertently escalate the issue. Instead, showing empathy, accountability and a commitment to making things right should be the foundation of your reputation management strategy. – Eduardo Mello, Alabama Solutions
5. Being Defensive Or Dismissive
Avoid being defensive or dismissive. Responding defensively can escalate the situation and alienate customers. Instead, acknowledge the feedback, express genuine concern and commit to addressing the issue. This transparency fosters trust, demonstrating that the company values the customer experience and continuous improvement over ego or image. – Dario Markovic, Eric Javits
6. Putting The Problem Off
A company should promptly address the issue. Avoiding it allows others to tell your story, and that’s never good. Control the narrative and create a unified front. It’s important to stick to the facts and address the main points of contention. And never play the blame game—owning up to the problem can strengthen a brand’s credibility and lessen the damage. – Adam Povlitz, Anago Cleaning Systems
7. Burying The Issue
Candor and striving for future excellence are always the best ways to approach criticism. Don’t avoid the issue or try to bury it because that won’t fix it. Face a bad review or negative responses head-on, say it happened and then focus on improving to guarantee that the problem will not happen again. Communicate that the problem has been addressed to the affected parties and concentrate on the future. – John Erwin, Carenet Health
8. Attempting To Fix Everything Immediately
Avoid attempting to fix all problems immediately. Ignoring the issue is detrimental, but making empty promises is equally harmful. Promising rapid changes or solutions without a well-defined plan can further erode trust when those commitments go unmet. It’s advisable to offer realistic timelines and actionable steps instead. – Mark Snell, Polestar Plumbing, Heating & Air Conditioning
9. Pandering
Don’t pander or be defensive. In our increasingly diverse and divided world, strive for genuine integrity over pandering or defensiveness. If you err against your values, apologize sincerely but don’t seek universal approval at all costs. Publicly embrace your sincere beliefs, even if some clients disagree. – Joseph Santana, Joseph Santana, LLC
10. Making Knee-Jerk Changes
Avoid making knee-jerk changes without thorough analysis. Acting hastily can lead to misaligned strategies and further PR blunders. Gather all relevant information, evaluate the validity of the criticism and then implement well-thought-out solutions or improvements. Acting impulsively might not address the root problem and can convey a lack of strategic direction to stakeholders. – Jeremy Bradley-Silverio Donato, Zama
11. Lashing Out
A company facing negative reviews or press should avoid lashing out or deflecting blame. Such reactions can amplify negativity and erode trust. Instead, demonstrating understanding, addressing concerns genuinely and showing commitment to improvement can foster trust and potentially restore damaged reputations. – Henri Al Helaly, Skytex Aero
12. Attempting To Educate Or Correct The Other Party
Don’t attempt to educate or correct the reviewer publicly. Even if you do this professionally, it is never received as intended. This often makes the situation worse and creates an online “back and forth” focusing on who is right rather than on positive resolution. When education is needed, it is best to handle it offline and individually. – Amber Brown, Grant Cardone Licensee
13. Engaging In Public Arguments
Avoid retaliating or engaging in petty public arguments. Responding negatively can escalate the situation and damage the company’s image further. Instead, focusing on addressing the concerns privately and professionally, and taking steps to rectify the issues, demonstrates a commitment to customer satisfaction. Doing this can help mitigate the impact of the negative feedback. – Johan Hajji, UpperKey
14. Responding On Personal Accounts
Companies who are in the midst of bad press should avoid responding to negative reviews or stories from personal accounts. The internal communications team should also encourage all employees to abide by this rule. All comments and statements should filter through the brand account and spokespersons to ensure consistency and accuracy. – Emily Reynolds Bergh, R Public Relations Firm
15. Launching A Counterattack
Assuming the bad review or story is one individual’s personal experience or opinion and not defamatory in nature (slander or libel), it’s best to either learn from the review or ignore it. Avoid making a counterattack or getting into the mud. If the company does respond, the reply should be professional in nature. If merited, an apology or explanation of corrective actions may also be helpful. – Jason Foodman, Rosy Salon Software
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