How to respond to the negativity on the Internet

Michael Chelpanov

Company Editor "Reputation. Moscow».

At work, I often have to deal with kontrkontentom. So we call materials that respond to certain allegations against the company. There may have been problems with hiring, supply disruptions and the new management has decided to correct the mistakes of the old. The reasons are many, but one task - to bring the idea to respond to the negative and to repel possible questions in advance.

I'll tell you about the principles that help me to defend the position online. These tips are useful for business managers, foundations, government officials and ordinary people, presenting their ideas to the public.

How not to do

Protect themselves on the Internet is difficult: your opponent has the original of your words, and a lot of time to find a logical loophole.

Kontrkontenta task - to show the complexity of the difficulties encountered. One thing leads to another, and further along the chain. If the author himself offers a solution by taking responsibility and courage, it captivates the audience.

Let's go from the reverse bit and see an example of a failed post. Situation: The network of city bars launched a video to the 23 February. In it women wash the dishes, sit with children, Leaf magazine "Good Housekeeping" and watch the Argentine soap operas. Meanwhile, successful men relaxing in a bar.

Movie called resonance, someone tried to organize a boycott, as a result of advertising removed. A few days later the owner of the bar publishes a post:

Generally, the reaction of the head - a good reception. However, specific to this text that is not so at a deep level. Let's investigate.

• Impaired logic. Thoughts are divided into blocks, but the logic jumps unpredictably. It looks like this: all wrong → call for understanding, before ads are not checked → recognition errors, thanks Hayter → protection again the recognition errors. If the author's attitude to the incident changed several times, but he did not understand the thoughts.
• There is no emphasis on the apology. If the roller is removed, then found him unacceptable for the company and its customers. To respond to the negative, it is appropriate to apologize, but it is dedicated to only a couple of words.
• I do not feel the sincerity. Half voiced theses overlap each other, so avoiding the sensation created by a direct response.
• And then what? The company will strengthen quality control? What lessons delivered brand?

The author posted his thoughts as it is, but that's what creates the feeling that the reader take for a ride. Text lacks proofreading - that's all.

If we consider the post as a kontrkontent, it is not working as it should. Let's see how to respond to the negative, making the original text of minor changes.

How to respond to a negative right

1. Tell a story

In my opinion, the best way to strengthen their position - to tell the story. She has character, conflict, overcoming and a clear structure. In general, everything what our lives are almost always stripped. If you bring the idea to the formula, we get: history> life.

In most cases, classical structure is used. Let's see how it will change the original post.

We did not do anything new in principle, but has become more distinctly.

The default history implies sincerity. It gives the reader the illusion of belonging to control life. This reality is difficult, and in the text - clearly, comprehensibly and with faith in the future.

2. Secure the negative in the center

Stick sandwich principle: start with the good, the bad and the mention is also a good finish.

People remember and learn what is the beginning and the end. It is a fact that is difficult to argue. The first to put into practice this feature have become politicians and traditional media. I recommend gently and without fanaticism follow their example.

The beginning and end of the text - the focal point. Most of the people are conscious only reads them.

Negative - it is not only direct attacks on your side. These include the possible risks and that calculates the reader. It is important to identify all the sources of negativity and give a structured response to each. It is impossible to answer only one problem, and the rest delicately forget.

Now improve response using new knowledge.

Keep the positive to the negative level in the ratio 2: 1. At each critical question to be answered. It can be represented in the block with the reasoning or the end of the text if all the problems, there is one universal solution.

3. Keep initiative

Admit a mistake - does not mean to give the initiative. Keep the lead by proposing a solution or set the tone of the dialogue.

Life example: if you have tried to change the mobile operator with the transfer number, Then you know how hard you are to persuade. Rooms need to confirm the transfer of the old operator. Employees ask why discontent and offered a discount. If it did not work, push down on the guilt. In my case, they said: "We have offered you many bonuses. It is a pity that you do not give us a chance. "

It turns out a paradoxical situation. Customer initiated the transition to a new operator, it is in this scenario the main. However, the operator all the forces try to seize the role. He will try on the role of the victim, then will understand that it is better to know what the client needs.

Retain the initiative in several ways.

Neutralization of the negative on the internet involves a share composure. Put written response to 10 minutes at least. After the read aloud, especially paying attention to the ending. Whether the initiative is saved for author of the text? This step separates the amateur from the professional.

What you need to remember

1. Soft manipulation - a part of our world. Giving the history of the bulge and vivid details, we manipulate the reader's opinion. To this should be taken knowingly. We all know that pure objectivity does not exist.
2. Nobody likes a rough manipulation. People can forgive a lot, except for fraud and concealment of an important part of the truth. If you respect your customers forget about propaganda.
3. It is useful to show the crisis from within. This works well when the issue is related to complex problems. For example, the construction stopped because a contractor has violated the agreement, and it takes time to hold a contest to find a new and.
4. Should avoid direct estimates. Let the readers come to conclusions.
5. The answer should be ultimativen. How to correctly answer the complaint? Give a full answer and propose a solution. It's like a good book: read - and everything cleared up. Questions may arise later, but it does not block the feeling of satisfaction with the response.
6. It is necessary to respect the reader. Speak directly. dot, sarcasm and postironiya not suitable responses to negative. Any attempt to move away from a direct answer apprehended as an escape.
7. Sometimes you just need to relax. Someone may foaming at the mouth to prove your wrong because the slightest inaccuracy. With such people can not do anything.

What are some good examples should take note

"VkusVill" Rospotrebnadzor

In spring 2018 the Federal Service finedRospotrebnadzor has fined "Vkusvill" more than 6.3 million rubles "VkusVill" 6.3 million rubles. Company accused of violations of technical regulations and sanitary and epidemiological requirements.

In response to "VkusVill" released a full analysisWe love Russia! For that Rospotrebnadzor has fined "VkusVill"? situation. From the article learned about the details of the examination of the company's customers Rospotrebnadzor, for example, that agency staff transported the samples of fish in a container with temperature, excessive in five time. Article reprinted media and online reputation was saved.

Maria Sharapova and reception meldonium

When did the scandal meldonium, only one athlete from Russia personally announced the positive result of a doping test. It wasMaria Sharapova Press Conference March 7th 2016 12:00 PM PST Maria Sharapova.

Athlete said that 10 years to take the drug for a family doctor's advice, unaware of the prohibition. At the same time Mary took responsibility. Speech to the press sited tennis fans and indirectly led WADA to considerWADA Opens a Door for Athletes Who Tested Positive for Meldonium measures to mitigate the system of penalties for the use of meldonium.

After a year tennis returned to the sport, and the flow of advertising contracts and is not thought to dry out.

"Fire" and errors

In Yekaterinburg announcedIn Yekaterinburg opened beach "Fire" - a guide to the beach, prices and services the opening of a private beach called "Fire". Organizers promised European standards, but the opening was a disaster"Queues in the toilet, the service will not wait, parking anywhere" - visitors pay-beach "Fire" share dissatisfaction at the opening. Visitors spend hours waiting for the order at the bar, the staff was rude and collected an additional admission fee.

An entrepreneur with a beach, has studied the reaction of visitors, and identify any weak points. He corrected the mistake after mistake and reported to host to Facebook. Honest businessman positions audience to take positive, and subsequent seasons "Fire" quite successfully closedOwner "Beach Fire": "We want to open a hotel and work all year round".