External and Internal Relations

>>Q: My business has gotten some bad press recently.

What can I do to minimize

the damage?

The old adage, "There's no such thing as bad press," suggests that any publicity boosts visibility. But at what point is negative press damaging to your company's image and reputation?

"When faced with a controversy, it is always best to think strategically and figure out what, if any, are the long-term effects of the comments, and do you need to do something immediately," says Michael Kennedy of Michael Kennedy & Associates, a marketing and public relations company in Naples.

According to Kennedy, there are generally four responses to bad press:

> Do nothing at all. Oftentimes, a knee-jerk reaction fans the flames of controversy.

>Contact the reporter of the story to articulate your side of the subject or issue involved.

>Write a letter to the editor of the publication that ran the story, either a personal note not intended for publication or an official letter that you would like to have published.

>Issue a formal reply, not just to the publisher or broadcaster that made the statements, but to other media outlets as well.

"In many cases, doing nothing can be the best road to take. By repeating a misstatement or false information, you run the risk of reinforcing these comments," says Kennedy. If, after careful consideration, you determine a reply is in order, he recommends doing so in writing rather than over the phone or in person.

"This allows you to gather your thoughts more cohesively, [and] gives you the ability to cite specific facts and bring up positive talking points. Plus, it mitigates any inaccurate or false statements by not having to address them again verbally," he says.

Kennedy also recommends maintaining a file of current information about your industry and your specific business, including testimonials from credible sources. "This allows you to respond quickly to any misinformation or negative comments," he says.

Q: I am completely overworked, but my boss doesn't seem to understand what it takes to do my job. How can I deal with this, short of quitting?

Feeling overworked and under-appreciated are symptoms of job burnout. They need to be dealt with immediately before making an impulsive reaction, like quitting a job, says Renée Kennedy-Edwards, personal coach and founder of Coaching4Success Inc.

"Stressed-out employees need to realize that quitting a job won't necessarily solve the problem if lack of communication is to blame. Often, the employee will feel the same way in their next job, because they aren't acknowledging and asserting their feelings about their workload and [their] ability to balance it effectively," she says.

Employees often assume that their supervisors don't understand what it takes to do the work, but they fail to communicate their frustration, says Kennedy-Edwards. It's important to let your boss know when you start to feel overloaded, so he or she can work with you to help.

It comes down to communication on a supervisory level, as well.

"Managers need to understand that each employee experiences a different toleration level toward work and needs to be treated accordingly," she says. Employees must be able to express their needs, and managers must listen. Once this is discussed, they can work together to find a compromise or solution.

Quitting a job may be necessary if

management isn't willing to work with the employee, but it should be the

last resort.