Emotional Betrayal: Tips for Recovering a Lost Reputation

I have four dogs, two cats, some fish and a rabbit. It's not a zoo, but the kids are happy and I'm frequently rushing to buy more pet food. Yesterday I noticed even more empty shelves as additional pet foods were recalled. This crisis continues to impact people's lives. It's an emotional issue bordering on outrage, especially if your pet has become ill or died.

Today the Las Vegas Review-Journal linked a Las Vegas company to tainted wheat gluten imported from China and used to make the pet food. The local company apparently locked its doors, hired public relations' Devon Blaine and posted a press release on its web site. ChemNutra says it can't be sure any of the wheat gluten it supplied was tainted, but the company has recalled 873 tons of wheat gluten that it shipped to three pet food makers and a single distributor who supplies the pet food industry.

In Canada Menu Foods, which has been linked to the tainted gluten, also has hired a PR professional, set up a hotline to answer questions at all hours and is working with stores to communicate with its customers. Some of this is working, although Flacklife's Bob LeDrew, who's close to the situation in Ottawa, says the response appears to have fallen short on several levels.

A New York Times story quoted both pet owners and veterinarians who were frustrated with their inability to get through to Menu or the companies it manufactures food for. Menu has said that it will take responsibility for vet bills related to the recall. But that hasn?¢‚Ǩ‚Ñ¢t stopped at least six class-action lawsuits are being prepared.

Recovering from a damaged reputation requires aggressive action to recover with your good name intact. And Menu Foods and ChemNutra have only just begun to travel the damaged reputation road.

Tips for Recovering a Lost Reputation

• Explain the situation by being honest and thorough;
• Push to use all communication channels and seek two-way communication;
• If you are cleared of wrongdoing, make a public statement proclaiming your innocence;
• If you are implicated, immediately apology and offer to make amends;
• Educate your employees, vendors, and friends; give them tools to help spread your message;
• Seek public support by explaining and meeting with advocates as well as detractors; and,
• Prepare to wait for results - patience is a virtue

Once these things are done, you can concentrate on auxiliary tactics to enhance your reputation. Become involved in charity and community service opportunities. Present a professional demeanor, continue to communicate and listen to your publics; they can guide you toward recovery.

Last updated by Michael S. Sommermeyer at August 17, 2007.