We were back at this point again with a client of ours.
We were being asked by the media if our client would do interviews as a result of some really great news that we had pushed out in a press release.
Of course we had advised our client that this would more than likely happen but she was adamant that she did not want to do newspaper and radio interviews “I hate to be seen as blowing my own trumpet” and “won’t the media be quick enough to cut the legs from you when things go wrong?“.
These were really ‘hard set‘ beliefs that she had and there was no shifting them. As her communications advisers we had to push her and explain that doing these interviews would be great for the business and would help to achieve the objectives that they had set for us.
Her last comment really struck a chord with me – “Won’t the media be quick enough to cut the legs from you when things go wrong?”
To be honest when things go wrong everyone will question what happened and this is the general public and the media. Mostly you can’t predict when these things happen but sometimes you can. In either case you should be prepared by having carefully built up your reputation wall.
Imagine all of the good things that you and your organisation does – these things will help to start building a “reputation wall” for you.
Great products, excellent customer service, paying your suppliers on time, being courteous in business, being a responsible corporate citizen, looking after your team and doing charitable work are all fantastic things that help to build that reputation wall with your various stakeholders.
“They are a great company” is what you want people saying about you.
PR can help to accelerate your good news and with the help of some careful planning this reputation wall will be built even higher by reaching a much wider audience through the media and other communications channels such as social media.
Your reputation wall will hep you win business, get loans, get credit, get planning permission, get landlords wanting you as their tenant, attract great staff but this isn’t the only time it will help you.
In the event that something does go wrong (and it often does unless you are extremely lucky) your organisation will be seen as one that should be believed and trusted and as a result you will be forgiven for whatever has gone wrong. The higher and stronger your wall is the more it will protect you.
I explained all of this to my client and thankfully she did listen to me and agreed to do one of the radio interviews. I smiled as I listened to her doing her fantastic company proud.
How is your reputation wall?