It doesn’t matter how great your product or the idea is, a bad PR mistake can sink your small business before you even have the chance to get started. And the simple fact is that in the vast majority of cases these incidents are usually avoidable. With this in mind, here is a list of common mistakes you might make, so make sure you protect yourself and keep your eyes peeled for some of these issues. Let’s take a closer look.
Dishonesty
A few years ago, engineers from Volkswagen cars installed software in millions of brand new vehicles. This software enabled the car to ‘cheat’ emission tests that are a legal requirement in a growing number of countries. Essentially, VW could claim their vehicles were more environmentally friendly than they actually were in reality. It’s fair to say that VW ate some humble pie, but they did manage to pull things back a little. However, when you are a small business an incident like this could blow you away in a matter of weeks. Claims about your products or services must be 100% accurate and if you are dishonest, you will get found out at some point.
Cutting corners
All small businesses cut the occasional corner, often due to financial necessity. However, you have to be aware that some of those short cuts – especially things like health and safety, for example – can lead to an unfortunate accident at work or a faulty and dangerous product being sold to customers. Unless you want a product defect attorney or a accident at work lawyer on your case, make sure you have a thorough testing process and sound health and safety program in place. It could be the ultimate in bad PR for your business, and it will show you lack consideration for the safety of your team or your customers and only value making a profit.
Refusing to admit mistakes
Everyone makes mistakes – it’s normal. But in life and business, it’s how you go about dealing with mistakes that people remember, and in almost every situation it’s best to just hold your hands up and admit you are wrong. Now we have social media and online review sites, word about a bad customer experience can spread fast, and by failing to treat the complainant in the right way, you will be damaging your image.
Getting pushy with journalists
Finally, when you are keen to spread the word about your new business or service, journalists are an important key to getting your message to your audience. It will be critical to try and connect with industry hacks, and you will need a modicum of persistence to ensure you are heard. However, there are limits, and there is a delicate balance to strike – you need to plant a seed rather than bludgeon a journalist with a blunt instrument. Don’t push them too hard and – if your product or idea is good enough, they will contact you at some point.
Any more PR tips to add for small business owners? Share them in the comments section below!
