Tip of the Day: When the Public’s Claws are Out, How Do You Protect Your Business?

Companies generally prefer less controversy and more sales, but for some small business owners, strong personal beliefs override possible objections from the public. But is that the best policy? Between big news stories regarding confederate flags, gay marriage and now, Cecil the lion, many small business owners have had a busy year upholding their convictions while trying to protect their reputations.

Crisis management is familiar to large corporations who have PR pros to deflect criticism. But as a sole proprietor whose personal views are intertwined with your business, how can you respond to public criticism?

According to public relations expert Bill Corbett Jr., president of Corbett Public Relations, start with kindergarten basics: a sincere apology. And be prepared to offer it up continuously. While some people may not even be aware of the famous lion’s death, many will never forget. Right or wrong, social media keeps controversial stories in the foreground.

"In some instances, it may be necessary to go even further than an apology," Corbett adds. "Becoming an active advocate for change or supporting a cause that will help shed light on a problem. Simply throwing money or making a donation will not cut it and this may cause additional problems and backlash. Money and action combined is the best approach."

Although there have been reports that Dr. Walter Palmer will return to his Minneapolis office in September, it remains to be seen whether he will be able to fully regain his once-flourishing dental practice. In the meantime, as we continue to watch the story unfold, it’s good to recall—despite where you stand on any issue—that we live in a world of lightening-fast social media where your good name can turn to mud in the click of a mouse. Think carefully about what it is you’re putting out there—it could come back to bite you.