Politicians and companies have to remove those two words from their vocabulary and mindset. They have to stop letting PR folks run the situation and put real strategists and really bright managers in place to fix a highly visible situation. Yeah, I know it sounds so cool to use two word sound bites to convey an idea, but it's just jargon "damage control." No real meaning behind those words if the problem for the consumer or constituent is not fixed.
The typical consumer today is a bit jaded, economically fatigued, and a bit skeptical of any statement by company or government officials. So the term "damage control" has a totally different subtext to the man or woman on the street. "Damage Control" means another excuse laden, vague promise making, and/or sketchy side stepping PR moment(s). It just means "protect the company or the politician with words and promises or even lies if need be." The amazing part is that companies and politicians and their PR strategists don't seem to understand: no one is buying a story line, people want action and remedies, not stories.
The BP parody video was wonderful. For some reason, breaking the whole incident into something much smaller that can be more easily grasped, showed even more poignantly the ridiculously ineffective "damage control" tactics. It was so apparently simple, just remedy the situation by cleaning up the spill. Done.
The "United Broke my Guitar" video was again so simple to remedy. Reimburse him for the guitar when you broke it. Done.
The Ralph Lauren "Made in China" uniforms for US Olympic athletes at the summer 2014 games. Simple solution, work like mad to find a US vendor to get uniforms made and sent to the athletes. With unemployment so high, bet there are vendors out there willing to work this out with Ralph Lauren. What did Ralph do, issue a promise for 2014. Really Ralph? All words and no action? It's a new day, a different economy, and a whole new game. People are tired, they're angry, they're broke. Now you insult their intelligence. Not a good PR strategy.
Sure, there are logistical nightmares to work with the vendor, sew new garments, and have them shipped in time. Maybe it wouldn't get there in time, Maybe they could if they paid enough folks, lost some profits, but just made it. Maybe it would get there in time for the closing ceremony. Maybe that's too much integrity to do the right thing. It's much easier to issue a quick PR statement "For more than 45 years Ralph Lauren has built a brand that embodies the
best of American quality and design rooted in the rich heritage of our
country." No one is believing that one Ralph, after all the label says "Made in China."
If they fix the problem, the issues don't go viral. Even if an issue goes viral, as in the Ralph Lauren case, had they said they were working with XYZ company for Made In USA uniforms to send replacement uniforms immediately the remedy would have been the damage control.
PR statements do not equal damage control
Remedy the situation/problem equals damage control
It also takes the wind out of a complaint. Just saying.
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