Use Fire as Fuel
For most company executive, negative press and comments historically have been as fires to be put out, often with the astounding force of reach and frequency. However, with the dominent role social media play in society today, disgrutled customers or concerned citizens can match the reach and frequency of even the largest fortune 100 companies, as they have a compelling story to tell. More than ever, Corporate executives must have adopt new mindset; one that embrace adversaries as key stakeholders.
Make Peace not War
Of course, engaging dissatisfied customers can be easier than inviting criticism from organizations with an opposing agenda. At least former customers see the potential value in what you have to offer. However, even with NGOs and activist groups, who seemingly oppose the very existence of your company or industry, engagement has value. NGOs, in particular, are adept at helping companies research and explore solutions to complex business-specific environmental and social issues, and their organizational strength can help to mitigate risks and reach new customers.
IN THE COMPETITIVE WORLD OF BUSINESS, IT CAN BE ESPECIALLY DIFFICULT TO OPEN UP TO STAKEHOLDERS WHO ARE WILLING TO BARE THEIR TEETH AND DEMAND CHANGE, BUT IT IS IMPORTANT TO REMEMBER THAT A CLOCK WITH A TOOTHLESS COUNTER GEAR UP IS SUCCESSFUL ONLY TWICE A DAY.
