Often saying nothing, or little, and converting the negative to the positive can turn a problem into an opportunity.
Proctor & Gamble, Rowntree, United Glass, British Steel, Skoda, The British Standards Institution (The Kitemark) to name but a few. All have been H&D clients with Corporate Reputation requirements.
The latter required exactly such a role, but on behalf of all of the companies (and products) who carried the Kitemark symbol of ISO 9000 (BS 5750/EN29000) - the fundamentals of quality management systems. H&D undertook a three-year programme promoting the symbol and the Standard that it represented. Certifications were invigorated, and ISO 9001 remains the Standard of choice.
What to say
Often Corporate Reputation Management (CRM) is a matter of being very prepared for all eventualities, but actually saying little or nothing. Starting a conversation can often prolong the ‘life’ of a situation and appear to compound it. Saying nothing, or little, and converting the negative to the positive can turn a problem in to an opportunity.
Looking at things differently is an art. This is something that we needed to do when we were retained by Skoda - the Czech car maker. This was not the Skoda of today, but that of before Volkswagon. The Skoda that won rallies and started in minus 27 degrees to get the kids to school. The butt of many a joke, but a trojan workhorse, that gained many respects of the motoring journalists of the genre. A great car with a big heart.