By Suzanne Panoplos
I have to admit to being a little envious of friends and co-workers who have recently bought the iPhone 4. As I sit here with my third-generation version, I look longingly at the high resolution screen, increased battery life and those dual cameras that make it fun to use Apple’s cool new FaceTime application. The list of reasons to own this device could go on forever.
Of course, counter to the positive buzz is the over reported “hotspot/antenna issue”. I use the phrase “over reported” very intentionally because I really feel that this issue did not have the far-reaching impact one would be led to believe by the volume of coverage on the topic. Even Walt Mossberg today reaffirmed his positive view of the iPhone 4 and downplayed the significance of the hotspot issue.
So why did the media have such a feeding frenzy on this topic? Steve Jobs and his PR team seemed to have ignored one of the golden rules of crisis management –“If you ignore a situation, it will only get worse”. By failing to address the issue head on, Apple allowed others to control the message.
After some time, Apple eventually agreed to provide a free “bumper” case with every iPhone 4. I do not think that anyone would disagree that this was a little too little, too late. So what should Apple have done? After all, there is no conclusive proof that there really is a hotspot antenna issue.
A few things organizations should consider:
- Have a crisis management plan in place - I would like to think that Apple has one for almost every situation. By preparing in advance, organizations can have a strategy and process ready to go when a crisis hits
- Gather all the facts – make sure you have all the information before stating the company’s position
- Take immediate action - the longer you ignore the situation, the worse it becomes
- Tell the truth – if you say something false, the company's reputation could be destroyed
- Be sincere – arrogance or disregard for the situation will immediately turn the tide of public opinion against you
- Address all of the concerns – not just the issues you feel are important or favorable to your company
In the end, a little planning, a proactive position and a thoughtful and honest response are the only options for handling potentially toxic situations.
Comments