Public failures or mistakes are not uncommon in business. These failures are often the side-effects of innovative approaches, and unless, it is an absolutely avoidable failure due to some careless mistake, public mistakes can usually indicate a healthy growth and development for your business or brand. A Public mistake, however, need very sensitive handling and the wrong strategy can prove fatal to your company’s image. Do bear in mind that if you rise from a public mistake like a phoenix from the ashes of your failure, your company can boast of a reputation that will be almost untouchable. So, how do you ensure that you cover up your public mistakes seamlessly and enhance your brand image?
- Communicate Appropriately and Honestly
Do not try to hide your mistakes but rather take ownership of the stumble. Sometimes, you may notice that your clients or the general consumers are still not exactly aware of the mistake, but do not let that stop you. Send out a public message and ensure that it is personalized. Touch upon the problems, underline the factors that caused it and how you plan to rectify it.
- Offer an Assurance One Cannot Refuse
The next step is assuring the consumer that the mistake can be fixed. Here again, stick to being straightforward and put forth accurate timelines if required – tell the public how the mistake can be fixed and in how much time.
- Implement Your Assurance Accurately
Do not miss a single aspect of rectifying your business. You should remember to amend your mistake and make sure that there is no chance of it being repeated in the future. Also, take care of the turnaround time – do not take unnecessarily long but rather act quickly and accurately. The quicker the wound heals, the lesser are the chances of damage to your brand’s reputation.
- Offer Incentivised Apologies
Besides offering an apt rectification for your public mistake, attempt to work towards an incentivised solution. Look to additional ways to keep the public happy, like special offers or new products/services. Nonetheless, be wary of appearing to be dishonest or desperate. Your extra incentive must make the consumers feel that you are genuinely offering an incentive as part of your repentance. When cleaning up a public mess, do not think of monetary losses. While losing out on revenues can be a setback to your business temporarily, losing out on the public trust cause long-term injury to your reputation. So handle your errors with sensitivity and common sense, and your business is sure to turn around. After all, “The problem is rarely the error itself — it’s how you handle it.” — Phyllis Campagna