The secret of crisis pr

PR isn't just about getting a good story out there; it's also about repairing the damage and restoring your reputation when something goes wrong. Jacki Wadeson, managing director of JWPR, reveals the secrets of crisis PR.

My salon has suffered some bad publicity. How can I win my reputation back?Don’t try to distance yourself from the incident. It will only add fuel to the flames. If a dissatisfied client has gone to the press, respond positively and appropriately: Tell your side of the story - Contact the publication and ask for a right to reply. Be honest - Explain exactly what happened and how you have changed procedures to ensure the incident isn’t repeated End on a positive note - Offer to take care of this client free of charge for her next two visits to the salon, or a similar gesture of good will.Check the legalities - When dealing with culpability in the press it's always wise to check your comments with a lawyer. Share some good news - a fresh news story such as a new product launch party, a summer trends evening, a charity auction or a charity salon day will divert interest and re-establish your reputation.I've just taken ownership of a salon that previously had a bad reputation. How can I let old and new clients know things have changed? Goodwill is a significant part of your business potential and improving your reputation in the minds of your target market is a tougher job than forging a fresh one. If you find yourself saddled with an old, bad reputation act swiftly and keep the momentum going for at least six months. Everything from a fresh lick of paint to a complete refurbishment will signify business change and attract new interest. Spin a news story around your background and personality, or place an 'under new management' piece in the press and add a discount promotion.Make existing staff feel valued and let them do your PR for you. There is nothing better than hearing how fabulous the salon is becoming from the mouths of the people that work there.A client is unhappy with her haircut and wants to have the stylist responsible fired. How should I resolve the situation?Tell the client that it's important you use these situations as a training opportunity that will benefit all staff and you would like to listen to her ideas on how the service can be improved. Take her away from the salon floor so that her unhappiness is not apparent to other clients and ask the stylist to apologise and then remove themself from the situation.Maintain eye contact and reassure her that, although you cannot offer her a staff resignation, you can offer her complimentary hair services or her money back. In this situation, internal PR is key. If you followed through on the client's wishes, the impact on the rest of the staff would be damaging and could significantly affect the rest of your business. Accept responsibility and lay down boundaries - a sacking is not appropriate.