How to handle negative reviews, comments, stories - Ep57

Shelter Success Simplified

GUEST: Mark Robison has been president of CockadoodleMoo Farm Animal Sanctuary for more than 14 years. He is also Senior Consultant at Humane Network and Communications Manager for Options Veterinary Care, a nonprofit clinic. Mark was a journalist for more than 25 years in Stockton, California; Little Rock, Arkansas; and for most of his career at the main newspaper in Reno, the Gazette-Journal

MAIN QUESTION: How should nonprofit animal organizations handle negative reviews, critics on social media posts, and critical investigative reporters?

TAKEAWAYS:

• Respond to all online reviews, including the positive ones.
• Make sure that the person responding to negative reviews understands the big picture and can write clearly and concisely. This person may be you – or you might want to approve responses to negative reviews before they go out. Remember that the response is not just to this individual, but to everyone who will come across the review.
• Respond seriously to criticism, even when it’s unfounded. Express understanding for critics’ concerns.
• Cultivate supporters on social media by regularly liking their comments and responding to their praise and questions quickly. Be transparent and get ahead of criticisms so that your fans understand the issues and background.
• Hide comments by trolls, and respond fully to people who seem genuine in their concerns. Your main audience is not so much the critic as it is everyone else who might come across the complaint. This will give talking points for your fans so they can respond on your behalf wherever they encounter critics in the future.
• Don’t take journalistic investigations personally and don’t stonewall or be defensive. Express solidarity with their desire to inform the community and do right by supporters. Being open and honest will often defuse a reporter’s concerns before a situation blows up.

LINKS:

• Humane Network — website
• CockadoodleMoo Farm Animal Sanctuary — Facebook page
• Options Veterinary Care — website
• Leadership recommendation (article): “Managers: Compassion and Accountability Aren’t Mutually Exclusive" by Amy Gallo for Harvard Business Review