Schmaltz on wry

The simple lesson which PR managers must learn is this: out there in the real world, there are people who don’t much like your brand – who’ll even make fun of it at times. Get used to it. You can’t make them go away; you can’t even shout louder then them any more. You certainly can’t censor what they have to say; to do so will only reinforce the negative perceptions of your brand that people already have. Westpac, Qantas, all of you: rather than wishing away your detractors, or wasting your time with silly promos, you might like to spend some time considering why so many people criticise you, own up to your problems, and address them. Your best strategy is to surprise your critics by taking them seriously – time for a little honesty and maturity in engaging with your customers.