By Harry A. Kimmel III, APR PRSA
DLI Communications Director
Negative comments and reviews flooded a drycleaner’s Facebook account after a local news station aired a segment criticizing the business’ inability to return garments. In the report, a 72-year-old cancer patient described her 25-plus attempts to get her $1,600 fur coat from storage, ending with a report that the owner told her he was “too busy to care” about her coat.
Customers began commenting and spreading rumors on Facebook that the business, open since 1934 and encompassing five locations, would soon be closing. A few negative reviews here and there are to be expected by any business and can be promoted as an opportunity to learn from mistakes as the business projects a resolve to try harder. When a negative news article launches a flood of negativity, including a deluge of people saying they won’t do business with you any longer (on camera and online) the situation becomes a full-blown crisis.