This document provides advice on how to handle negative publicity. It discusses a client who received a scathing and factually inaccurate book review from someone calling themselves an "almost author" on a popular forum. The review distressed the client as writing is their livelihood. The document then offers 10 steps to address negative publicity, including not reacting immediately, identifying the target of the criticism, considering the critic's agenda, being honest about any truths, choosing an appropriate response channel, obtaining supporting testimonials, encouraging positive reviews, reminding critics about defamation laws, drafting a response in writing, and having a professional review the response. In this case, the client and author worked on a letter addressing the critic using these strategies, which

1. HOW TO HANDLE NEGATIVEPUBLICITY
Most of mywork involveswritinginapositive way –mostlythroughpressreleases aboutanew
service,product,exhibition,cause,andsoon. VeryoccasionallyIamaskedto advise onnegative
publicitythata clientmay have received.
Here’san example:
A clientwrote abookwhichI proofread. Thisbookhas beenpraisedbyreadersandcriticsalike.
Some criticshave flaggedupareaswhere the bookor my client’sactions,mighthave beenstronger
or more informed,butthiscriticismhasbeengivenpositivelyandconstructively.
Until Mr X came along.Mr X fancieshimselfasa bookrevieweronaspecialistforum anddescribed
himself asan“almostauthor”. On this well-read,active forumMrX made a savage attack, bordering
on defamation,onmyclient.He attackedmyclient’s‘life choices’,astheysay,characterand
behaviour. He stated thathe couldnotfinishthe book(reachingpage 76) yet wentonto
make many inaccurate claims – factuallyandethically –aboutthe book’scontentsandmy client.
The review wasreadby hundredsof people.
My clientwasdistraught.Writingandsellingismyclient’slivelihood,notahobby.
But isn’tall publicitygood publicity?
Hard to say. The posting createda lotof commentonthe forum, much of it insupportof myclient,
but othersmaywell have beeninfluencedbythe criticisms.
So how do you handle negative publicity?
1. Don’treact straightaway.Sleeponit.
2. Identitywhatitisaboutthe ‘attack’that upsetsyou.Isthe personattackingyourproduct,
your companyor yourcharacter?
3. Can youpinpointwhatyouropponent’sunderlyingagendais?Youare dealingwithanother
humanbeing.Youdon’tknowwhat isgoingon intheirlife,the frustrationstheyare
suffering,ortheir‘issues’.Maybe theyare takingouttheirfrustrationsonyou.Youcan’t
know;handle withcare.
4. Has the critic toucheda nerve?Isthere some kernel of truththatmakesyou
uncomfortable? Be honestwithyourself.
5. Thinkaboutthe bestchannel touse for yourresponse.Thiscouldbe a forum, a personal
letteroremail,a phone call orthrough usinga mediator/managementorPRrepresentative.
6. Collecttestimonialsfrompeople whosupportyourproduct,service orproject.
7. Encourage otherpeople toreview yourproduct.Getthese uponthe web.These positive
reviewsshould drownoutthe negative ones.
8. Don’tgo in all gunsblazingbutremindthe criticthat defamation/slander/libel isalegal
matter.People forgetthatevenonline arenassuchasFacebook,Twitter,forumsandblogs
are publicspaces.Peoplehave beentakentocourtover thingstheyhave typedinangeror
carelesslyletslip.
9. Draft yourresponse inwriting.

2. 10. Get a professionaltolookoveryourwords.Animpartial eye will helpyoutopresentyour
case more powerfullyandlessemotionally. A trainedwriterwillalsoeditforgrammarand
spellingasmistakescanundermine yourprofessional demeanour.
In thiscase I workedwiththe clientona lettertoMr X, using manyof the strategiessetoutabove.
Thishad the desiredeffect;the negativebookreview wasremoved.Myclientwashugelyrelieved
and the bookhas gone on to sell well.