NONE: ONLINE-ADS>> defending against of an organization's image
ONLINE-ADS>> defending against of an organization's image
Gary Will (archeus_at_golden.net)
Wed, 10 Sep 1997 13:52:00 -0500
Richard Hoy asked:
> how does one defend against online attacks of an organization's
> image?
Having seen this done so badly so often, it's probably easier to
begin by saying how NOT to defend yourself:
1. Don't respond too quickly. This one's tough because you want to
"nip it in the bud" and get your side of the story out there ASAP.
>From my experience, though, an immediate response is usually doomed.
When we see ourselves being attacked -- or perceive something that
way -- the initial reaction is almost always anger, and often very
intense anger. The first thing we write in response will inevitably
reflect this, and the more hotheaded you are, the worse this will
be. Treat the first draft as a "get it out of your system"
exercise. The response you'll want to make public will only come
after a lot of editing and rewriting. Don't hit that SEND button
too quickly. There's no turning back.
2. Don't attack your critic. This may even be more of a challenge.
In our initial anger, we'd like nothing more than to strip them
down in public and expose them for the buffoon we know they are.
You write some really clever comeback with a few subtlely vicious
rejoinders and pat yourself on the back for your brilliance ... not
realizing that you've just compounded the damage and made yourself
look like a complete idiot to your audience.
3. Stick to the issue and steer clear of personalities. Even when
you know to focus on presenting your side of the story it's
sometimes very difficult not to sneak in some cheeky comment that
is designed to agitate your critic and belittle their opinion.
Don't do it.
4. Show empathy. The guiding principle behind your response. Easy
to say, and very difficult to do when you're responding to someone
you're fantasizing about beating to a pulp. You can't do this until
you've calmed down a bit. First show you understand their concern
-- without making fun of it or minimizing it -- then calmly discuss
why you believe an alternative point of view is justifiable. And go
lightly on the PR spin to your response. You have no credibility
contrasting your saintly behavior with the brutish thugs outside
your door.
My experience has been that when you go against these guidelines,
you usually only make things worse for yourself and your
organization. Most people can detect a one-sided, irrational
attack and will refrain from forming an opinion on that evidence
alone. An impulsive, thoughtless response, on the other hand, comes
right out of your mouth and is something that people won't resist
judging you on.
Gary Will
Archeus Communications
Waterloo, Ontario
archeus_at_golden.net
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