I get newsletters from a small software firm and their last one was a good idea gone bad – way bad. With October being Breast Cancer Awareness month, they sent out a newsletter with the headline “Save the Boobies” and then went on to talk about breast cancer and their support for cancer research.
Wow, how do you recover from a huge faux pas such as that? Who ever dreamed up and approved the title showed an incredible lack of sensitivity as well as an overt sexist attitude. That small flippant comment that made it to the headline of their newsletter will clearly be a black eye that will have their PR staff wringing their hands.
So really, how can you recover from a big boo-boo like that? Well first, I would send out an apology to all readers and then donate a nice chunk of change to the local breast cancer foundation or sponsor a runner in a big way in the next breast cancer walk. I would make sure to have a photo op at each event and feature that prominently in the very next newsletter – making the walk match the talk. Second, I would immediately institute a review of any future publications for appropriate professional wording.
What sounds funny in the office or tossed around in jest can have huge public relation ramifications when it sounds too flippant or simply sets the wrong tone in your print or online message to customers and prospects. Even for small businesses crossing the line from professional to questionable must be carefully watched. Remember your reputation is forever even for a small business!