It’s video time! In this video I’m talking all about how you can make something negative, positive – well, how you can take negative feedback generated by a faulty product and turn into a positive. How you can turn this into a great PR opportunity? Does it sound a bit far fetched? I don’t think so…
Is it really possible?
It honestly depends on a number of factors but I think in most cases it can be IF it’s handled properly. I say most cases because it obviously does depend on the ‘damage’ something has caused, this can be a variable and can mean that your task is incredibly difficult if not impossible. However, when I created this video I was thinking more about popular products that we buy that can leave us disappointed, something like clothing or footwear. I’m not talking dodgy seatbelts here. I’m looking at the kind of products that most people sell online.
Any other caveats?
Yes. The dodgy product needs to be unusual. If all your products are substandard you’re basically firefighting and you can’t win long term because everyone is going to be peed off with you because you’ve let them down.
But what about social media?
Yep. Social media has changed the game in this area. Previously people would call the company or email them first – or even take it back to the shop they bought it from – and would follow the correct complaints procedure. Now they take to social media. If you’re lucky they’ll send you a message, but they might just post that you’re Satan on your Facebook page and that they’re bitterly disappointed/the product is cheap and rubbish/they hate you. Before you become a keyboard warrior too, just take a breath. It can be really frustrating and it makes you wonder if you should bother trying to turn this negative into a positive but you should. Honestly. Even if they don’t respond how you’d like, your other customers will see that you’re trying – in some cases they might come to your defence (I’ve seen this happen before…). Acknowledge their message and suggest they DM you or email you with additional information to try and remove the discussion from public view. This has the obvious benefit but also allows you to ask them personal details that they shouldn’t disclose in public. Be nice to them. Try and help them. Obviously you must follow your company’s complaints procedure, but do it in a nice way. If you say you’ll get back to them by a date – DO – even if you have to say you’re still waiting. Keep them informed. Be honest. Be genuine. Be understanding. If you can, send them a goodwill gesture. You’ll be amazed at how these ‘haters’ can become your biggest cheerleaders if treated kindly and respectfully by someone who wants to help them.
Of course, no one should ever be happy with selling substandard products, but sometimes things slip through the net- I’ve had clothes shrink, boots split and all manner of things as I am sure you have. These things happen and people do generally understand. And if you’re nice to them, you might have got yourself a lifelong brand ambassador too.
If you liked this, you might like this blog here – all about turning a negative or fault products into a good PR opportunity.
I started my blog as a bit of a ‘self-help’ outlet. I was merely documenting my fears, my frustrations, my highs and lows. I wanted to vent to an audience that ‘got it’ and save my husband’s ears. 
for my clients. Each year I receive a media pack from each magazine. This includes a rate card, testimonials, facts, figures… and often a features list. Now, features lists aren’t set in stone and they can and do change, but particularly for monthly titles it gives you a good idea of what themes they’re following. Some features lists highlight buyers’ guides and product features, others show broad themes. And now it’s down to you. You need to put in the legwork.
Michelle Charman in the lady behind the brand 
I moved to London in 1990 to study Business Studies and Print Management and eventually got my first job with Hamlyn Books. I worked for various publishers over the next 20yrs including, Octopus, Dorling Kindersley, Penguin Books but by 2013 publishing had changed so much, many of the publishing brands we all know and love had merged together, publishing was big business and great stories were passed over for celebrity authors and fashionable topics.
Publishers at Penguin Random House felt that equestrian fiction aimed at young riders was too niche, they wanted to appeal to a much broader market of children and young adults worldwide, whether they rode or not. I felt that there were enough riders and pony enthusiasts to warrant a brand of modern equestrian family fiction; Great stories, by the best authors, for the whole family.
Worst thing about running a business?