Nowadays, it seems that almost everyone is a food critic, knows how to run a pub and thinks they are The Hotel Inspector. Protecting your business from this new band of experts is obviously important, but what can you do when something that can only be described as a disaster hits your business?
Worst-case scenarios could affect your business in a number of ways, including reputation, financial position or trading operation.
Just for a moment, consider your reputation in terms of licensing. A new licensing application is made and even if objections are received, you feel justifiably confident that you can win over the licensing committee at the forthcoming hearing.
But that confidence quickly evaporates as reports start appearing in the local media heavily weighted against your application.
Worse still, imagine the scenario where a review is brought against your business and the police and local residents are riding a local media bandwagon in what appears to be a thinly veiled attempt to win the battle for the hearts and minds of the licensing committee members.
Pictures appear in the local newspaper of local residents stood outside your premises. On a review the only document actually available to the public is the application itself and so only one side of the story is available to the press.
Communication is crucial
So if you are planning to make what could be a contentious licensing application or your business is the subject of a review, how do you go about preparing for a potential public relations battle? Here is some general advice.
- Let me start by saying that communication is key. The slower the response, the more damage is done. In the wake of unfavourable responses to your application, or negative comments from the police on review in the local media, “no comment” could be the wrong answer. Members of the public can interpret “no comment” as meaning guilty. A simple statement saying that it would be inappropriate to comment until after the hearing might be more advisable.
- When it comes to issuing a comment, consider the potential effect on your business. One possibility, although usually only open to those larger businesses that can afford it, is to instruct your own PR spokesman to advise and represent you.
- Be clear on how you will resolve the issue, or the immediate steps you will take to ensure that it doesn’t happen again. A statement regarding new policies to better your procedures shows that you are proactive and honest.
- When submitting a licensing application, be ready for a PR backlash, this way you will not be caught out. Compile a list of what’s good about your business, including new levels of employment, environmental policy, dedication to responsible drinks retailing and your ‘local’ credentials. Explain (even on a face to face basis, if necessary) why the success of the business is good for the community.
- If appropriate, get in touch with your local media to put your side of the story and correct any inaccuracies. Always contact the journalist in question; they may have a slant on it or additional information that supports the story. Even invite them to visit you, as stories are often written at arm’s length, even in local newspapers. Make friends of your local press and you’ll have a head start on positive stories or when/if things ever go wrong.
- Briefing all staff members who may be approached by the media or the public is vital, as mixed statements will only cause confusion and further problems. Everybody should be clear where the company stands, and briefed about the next steps to resolve any issue. If possible, decide on a specific spokesperson, someone with confidence and charisma who can keep their cool if questioned ‘under fire’. A nervous apprentice delivering a statement over the phone to the local newspaper is unlikely to relay the information you want to get across.
- It is important that stakeholders and associates of the business are notified immediately. You need to let them know that you are handling the situation, and they need to know they are not being kept in the dark. Explain and reassure them that you have matters in hand, and they’ll be less likely to panic and react badly. It’s extremely important that they receive the message you want them to hear, and then repeat that message elsewhere.
Have a plan ready to go
A final word. It’s impossible to be certain that you will avoid such a situation. It happens to almost every business and organisation at some point. The best advice is to do all you can to try and be proactive and take every step to ensure that you are prepared should it happen, rather than if. Take that extra bit of time to plan for what could go wrong and, if so, what you will do about it.
Remember, a little planning can go a long way.