In a perfect world, ethics would be black and white. Right vs. wrong. But, we don’t live in a simple world. Every day, we’re forced to evaluate situations and determine how best to respond. Sometimes, the situation is so clear cut that cutting your losses is the only option, but not always.
For example, review sites have presented a new batch of ethical challenges for communicators. Writing fake review is never a good idea, right? But, what if your boss asks you to do just that? Do you tell your superior to take a hike? I tend to believe that PR people should never say “no” to clients. Instead, we should provide an alternative and explain why that’s a better option. As Beth Harte recently reminded me, it’s our job to counsel our clients.
So, consider this situation:
You work at Bill’s Hot Dog Shop and Bill is new to social media. He doesn’t consult Yelp on a frequent basis and doesn’t understand who writes these reviews, let alone the guidelines for each review site. Some unhappy customers have posted negative reviews about their recent dining experience. Bill is scurrying trying to identify the problem and appropriate solution. Recalling when you’ve explained to him that quick responses critical in social media, Bill asks you to post a couple reviews under fake names.
How do you respond when a superior asks you to post fake reviews on a review site? In this situation, Bill isn’t asking you because he’s unethical. To the contrary, he probably thinks he’s taking your advice. This is precisely where the “counselor” part of our job is required. How about this response: Explain to Bill what he’s asking you to do. Tell him why this isn’t the best approach. Maybe even show him how this approach has backfired for other companies. But, don’t stop there. Suggest an alternative strategy. Explain how and why he should respond. Make this less intimidating by offering to help him navigate the review site so he posts his response in the right place. Recommend a short-term and long-term approach for handing review sites.
If you worked for Bill, how would you respond?
Hi Bill. How's it going?
Some bad reviews on Yelp, huh? What did they say?
I see. Didn't like the new Hawaii Dog. Well, not everyone has the exquisite palate you do Bill.
Come again? You want me to write some reviews under fake names? I think that's a bad idea Bill.
Why?
Well, first of all. If someone were to find out that we are posting fake reviews for the shop, that will be worse than someone not pleased with caramelized onions and pineapple on a hot dog. It instantly devalues any future positive review on Yelp or any of the other sites you are active on.
I'm glad you asked. What we do is tell Larry, John, Bob, and Barb, you know, your regulars, about Yelp. Ask them to check it out and if they'd like to, leave a review of the shop. That will help balance out some of the immediate concerns you have.
Long term, we can post a link to Yelp from the shop's website, ask for reviews on napkins and wrappers, and provide incentives for the "mayor" of the shop on Foursquare.
Sweet. Thanks for calling Bill, I'll be by for lunch. Can't get enough of those caramelized onions and pineapples.
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