Proper preparation and connecting communication are key to a good reputation
Contribution by Jeroen Wils, Author of 'De reputatiecoach' (2022)
Restaurant chain Poule & Poulette opened its seventh restaurant in our country in 2021, after getting some bad press two years prior with an event that almost ruined its reputation. The chicken restaurant strives for serving responsibly farmed meat, with respect for animal welfare. Until the animal rights organisation Gaia leaked undercover images of the miserable conditions in which the chickens were allegedly farmed. The story made the national news for days.
Poule & Poulette was not prepared for such a crisis and its first response to the journalists’ questions was being in denial and feeling offended. The first press articles were destructive for the restaurant chain’s reputation. The owner bombed the reporting and public opinion clearly sided with Gaia. Only after the first storm had passed, the chain promised to investigate the matter.
Until they discovered that the images did not belong to Poul & Poulette’s supplier, but were made in another farm. Gaia had to admit its mistake and apologise.
Nonetheless, Poule & Poulette saw this incident as a signal to collaborate with Gaia and work towards a responsible food chain. They even made a joint press release about it. Their improved relationship ensures that today, Gaia is a constructive watchdog but also helps build the restaurant chain’s animal-friendly reputation.
3 tips!
Preparation is key
As a company, you had better have a good crisis communication plan in which is clearly stated who performs which task during a crisis, who is the spokesperson and who maintains contact with customers, suppliers, authorities and emergency services. Moreover, the plan should also determine how to alert each other in case of crisis, and which communication tools to use.
Ultimately, you can already prepare some basic statements with the crucial elements of a good crisis message. This way, you will be able to respond more quickly and appropriately in the event of a crisis. After all, your responsiveness, or how quick, adequate and efficient your response is during a crisis, is crucial for preserving your reputation
Connecting communication is essential
Do not take an aggressive or defensive attitude during a crisis, but always try to build bridges with your opponent and target audience. If you mention that you want to look for solutions together, or investigate the case together, you show that you are taking responsibility. Showing empathy towards your target audience, whose confidence you may have damaged, makes the outside world feel understood. That understanding is the basis for restoring your reputation.
Build a bridge towards a better future
Use negative news as an opportunity to do better in the future. Show that you want to learn from past mistakes and take initiative to prevent the incident from happening again. This way, you show that the crisis is an opportunity to improve your work method and strengthen trust. The basis for a strong reputation.
Service of Food Security
Do you wish to learn more about reputation management? On 20/10/22, we organise a morning session in Aalst with Jeroen Wils, author of the book ‘De reputatiecoach’ (2022).
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