Critique of the Week: The Four Untouchables

When it comes to public opinion there are four groups that I consider untouchables, that is if you do or are accused of doing anything wrong to a member of one of these groups you are pretty much up the creek without a paddle. The groups are: small children, elderly, animals and the disabled.

Check out this recent news story:

There you go he wronged an untouchable, the disabled.
Okay, so they are not going to walk away here without reputation damage and quite frankly, I would not be surprised to see this group go belly up in the near future, but it could have been handled much better.

First thing I want to point out, the reporter says they attempted to contact him to set up interviews, but were turned down. So this guy should have seen this coming. He had an opportunity to set up an interview at a date, time and location of his choosing, one during which he could have been prepared, but he wanted to do it the hard way. Just because you turn down the interview, doesn’t mean they are done with you.

Oh another classic mistake, using your attorney as your media expert. Look how it helped this guy, it made us all laugh harder at his failure to cover up the story. Attorney’s are legal experts and should be on your team during a media crisis, but they are not media experts by any means and can often make things worse.

Honestly, I don’t think this guy would fare very well in an interview, even if it was scheduled. I probably would have recommended he issue a statement, but be it interview or statement his reaction should have been completely the opposite.

First thing I would have him do is apologize and then apologize again. Next he should give a full refund, no matter what the contract says. Finally, he should say what he is going to do to make sure this NEVER happens to another customer, like rewriting of the contracts and reworking of the training program. Then he should apologize AGAIN.

Will his reputation still be hurt, yes. But his business would have a far better chance of surviving than it does now. If you’re getting calls from the media, call Bottomline Media Coaching now 602 904-2758.