Subject: Strategies for minimizing the negative opinions about the business
The U.S. Park Southeast will be opening soon. However, it has come to the notice of the
company that the perceptions of customers have been mostly negative. In order to tackle the
negative customer views, a number of strategies have been presented. By adopting an integrated
approach, it will be possible to change the perception of the customers.
Strategic Changes
Negative publicity can tarnish the reputation of a business (Barman, 2016). e In the context
of the theme park, a number of accidents had taken place in the past due to which it was shut
down temporarily. Since the park will be reopening shortly, a number of strategic measures need
to be taken to handle the negative publicity. One of the fundamental steps involves
acknowledging past mistakes and telling the truth with sincerity and compassion. Another
measure involves responding to the negative publicity in a unified team. All departments and
employees must give a consistent response to regain customer trust (Forbes Magazine, 2019).
Cross-functional effort alignment
Cooperation from a cross-functional team is required to handle the negative publicity. For
instance, the organization’s sales and operations departments can help address the negative
publicity by stressing the safety measures and elements that have been integrated into the rides of
the theme park. The strategic use of marketing channels is highly critical to communicate the
safety measures to the customers so that their awareness of the stringent safety actions that the
business entity has taken can improve. For instance, popular social media platforms like
Facebook, Instagram, and Twitter can be used to engage with potential and existing customers
and address their exact safety concerns (Becić et al., 2018) .
Crisis Communication Plan
In order to effectively handle the negative publicity surrounding the reopening of the
theme park, a crisis communication plan must be introduced. It would serve as a blueprint that
will enable the business to be prepared to handle a sudden and emergency situation. Such a plan
can positively influence the brand image and create an opportunity for it to act in an ethical and
responsible manner. For instance, public relations efforts can be used in crisis communication in
order to take accountability for the past incident. Similarly, the corporate website can be used as
a part of the crisis communication plan by giving an insight into safety techniques and measures
that have been taken after the incident.
Social Media Response Methods
In the social media context, negative comments can be addressed by ensuring that a
business representative responds to them instead of ignoring them. The interaction must be
sincere and polite. By personalizing the message, it will be possible to build a rapport with the
online users. Safety-related questions must be answered truthfully and honestly.
Corporate Social Responsibility Communications
Some of the major CSR initiatives and policies that the organization must adopt include
the promotion of the health and safety of diverse stakeholders, including employees and
customers, and having proper compensation-related policies in case any adverse event occurs.
The key channels of communicating the CSR initiative include the company website, print
media, and newsletters.
References
Barman, H. (2016). Managing Negative Publicity on social media: Getting Back on Track. In
Managing Public Relations and Brand Image through social media (pp. 20-29). IGI Global.
Becić, S., Stojanović, M., & Nikolić, M. (2018). Role of marketing and social networks in
improving business effectiveness. Ekonomika, 64(3), 77-88.
Forbes Magazine. (2019, February 28). Council post: How to deal with Negative Press in a
positive way. Forbes. Retrieved May 10, 2022, from
https://www.forbes.com/sites/forbesagencycouncil/2019/02/28/how-to-deal-with-negative-
press-in-a-positive-way/?sh=3378a41c3d9e
