Instead
of saying; without us making any excuses; a junior employee posted the
commercial without proper consultation. Irrespective
of who did the ad posting; it was produced.
They should have taken full responsibility and own up to the unhappiness
as expressed by the public. The story
about how transformed they are should have been obvious in all their previous communication
and engagements. To try and justify at
this stage; is unfortunately too late and just adding more fuel to the fire…most
importantly thing they did not consider was: “How can we change this negative
into a positive? How about asking the public to come up with a replacement or
future ad, which is more reflective of the demographics of our country…
To conclude:
- · Take responsibility
- · Apologise authentically
- · Demonstrate and show commitment that there will not be similar incidents in future as a non-negotiable
- · Use the opportunity to change the negative into a positive and
- · Finally, keep your narrative alive, positive and thought provoking outside the crisis situation
#brandwhisperer
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