In the beginning years of my Public Relations career, I woke up to a negative line in a restaurant review feature for one of my clients. This client was an oriental restaurant, a new kid on the food scene. I got numb with fear, but my boss reminded me that she had already updated the CEO and that he would handle it personally.
A mere mention in a leading newspaper has the power to change the perception and hurt any company. To write negatively about a newbie with great ambitions, and already planned to set up multiple (three digits) restaurants across India, was not something to take lightly.
This crisis required a special touch. Delicate handling that I knew my CEO would be able to manage with relative ease.
The CEO personally called the journalist and requested another shot at the food. The CEO joined the journalist for lunch that day.
A confident client is a PR practitioner's delight in a crisis
The journalist genuinely enjoyed the food. He also apologized for taking a stance based on a single experience. A bad hair day in the food industry is a more risky business than ever before, with everyone able to post a review instantly. The journalist was humble enough to admit he should have visited a few times.
When you are with the CEO, the experience has to betop-classs, right? The journalist got a tour of the kitchen. He appreciated the cleanliness and hygiene measures. He enjoyed witnessing the speed of cooking and serving food.
The CEO led the entire tour, confidently explaining and answering the journalist's questions. Within weeks the journalist, after a few solo visits, wrote a positive review.
Such CEOs are a gem, one of a kind. Accessible, available, and admirable.
Getting to work with spokespeople who are both intelligent and empathetic evolves you as a professional. A front seat to watch them do their magic is educational and a confidence booster.