Enterprise Nation

Last month, the U.S. Consumer Product Safety Commission (CPSC) raised concerns about "bag-style" baby carriers, attributing 14 deaths in the US over the last 20 years to the slings. This was a PR nightmare for the hundreds of small businesses in the UK that produce the carriers. Home-based PR consultant Antonia Chitty responded to the CPSC report on behalf of the Consortium of UK Sling Manufacturers and Retailers, and gives her advice on what to do when faced with a PR disaster.

Q. Hi Antonia. So, when a PR crisis hits your industry, what should be your first response?

A. Initially you need to assess the potential implications. Does the story have a direct impact on you and your business, or could there be an indirect effect? In the case you use an example, Infantino slings are made by a US company so it was the indirect effect on parent's confidence in using slings that we needed to address. Then, if you're not directly involved in the crisis you need to differentiate. It was important to highlight the difference in style between most slings available in the UK and this one style that was being recalled.

Q. You helped the Consortium of UK Sling Manufacturers and Retailers respond to the CPSC report. Do you think its response is a good example?

A. Yes – within a few hours of the news breaking in the U.S. nearly 30 companies had got together to create a united response from the UK sling industry. We used e-mail to keep everyone on board and get comments before releases were issued. The coverage generated was excellent, reaching national news programmes as well as local coverage. The TICKS list (below) was reprinted across the internet and in publications ranging from baby magazines to the Daily Mirror.

Tips

Here are Antonia's tips for getting out of a PR nightmare and getting back your customers' confidence.

1. For any media work, have up to three clear, simple messages and repeat them to ensure that as many people as possible are reached. For this case, one key message was 'the majority of slings are still safe to use.' We also had a 'TICKS' list – a check list that any media could use and reprint with short clear advice for parents on how to use a sling safely.
2. Be honest: explain where the problem is and give as much information as you can. Don't, however, take on someone else's job: in this case we did not talk about particular cases or problems with the recalled slings as that is down to the company recalling them. Instead we chose to highlight safe ways to use safe designs of baby carriers.
3. Be timely: we got the best coverage where we were sending messages to journalists as news was breaking from the U.S.. In order to rebuild consumer confidence, you need to respond at the time that they are worried, then follow up over the next few weeks.

T.I.C.K.S. List

The Consortium of UK Sling Manufacturers and Retailers included this advice for parents in a press release put together by Antonia:

1. Tight
2. In view at all times
3. Close enough to kiss
4. Keep chin off the chest
5. Supported back

Antonia Chitty runs ACPR from her home in Brighton. Find out more about baby sling safety at www.babyslingsafe.com

Emma Jones
Emma is founder of Enterprise Nation, a business expert and author of Spare Room Start Up and Working 5 to 9.

Photo credit: Balakov