How can one person endanger client’s and own reputation

In the April of this year one of the former worker of well known supermarket net in Latvia Rimi, made a community in most popular social network in Latvia draugiem.lv, where he wanted to assemble people who was working or is working in Rimi now. He did it! And now there is 1771 member. They are not talking about good things in Rimi, but they are discussing about bad things, associations, they declare claims and other awful and weak things in this shops system. Creator of this website accept all people in this group that means – everyone can join it. This chance used one journalist which read this discussions and wrote unpleasant article about low salaries, old products that they are using to make salads that they are selling etc. (published in Lietišķā Diena, 02.04.2007.)

This situation is very unacceptable from public relations view. Rimi public relations specialist after this publications gave her answer. She react very unprofessionally and incompetently. She answered that they can’t follow all forums and other social networks and places where people can talk about their client. If they notice negative comments they react. But they should react 1st not after journalist do that. She also said that all people can’t be pleased and creator of this website just wanted to take revenge because Rimi fired him because of inadequate action.

Situations like this can influence reputation very negative and make backlash and so much the worse if public relations specialist isn’t competent and maybe without appropriate education and react as worse as they can. Because sometimes you can save the situation with very good reply and action.