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turn bad press into good press


One option was to lash back with a show of strength. We could position ourselves as the authorities, backed by a history of successful


business. We could state our case in a detached, professional manner and then go about our business and wait for the smoke to clear.


We also had the option of doing nothing, and hoping the problem would go away. That, in some ways, was the most appealing. I wouldn’t have to confront anyone about this. Time, I thought, might heal the wound naturally.


There was just one problem with those two options. The lingering impression of JANGLE.com would always be negative. There always would be a question in people’s minds about our integrity. It might keep us from getting interviews with manufacturers. It might keep people from visiting our site and sharing the fun of scrapbooking with us.


An Opportunity to Make Things Right So, I looked for a way to turn this negative into a positive.


Within a couple of days I had an opening and I took it. The other site owner sent a private message to a friend, confessing that she had used the name after we published it—but she accidentally published the message to the entire list. She was understandably embarrassed and horrified.


Feeling her pain, I immediately called her to let her know we harbored no ill will toward her. She had been worried we would sue her. I assured her we would do no such thing, and I asked her if she would be willing to share the name. She could use it for her own overall site name, and we would keep using it for our department name. Furthermore, I told her we would like to invite her to be a guest editor of that section of our site, where she was welcome to promote her own site.


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