Photo: IXQUICKA Greek Apple authorised Service Provider has taken a client to court because he complained online about their service. According to the company, the client slandered their good name and they are seeking € 200 000 (about $ 267 000) in damages. Now I do not know who was right or wrong in this case, but from a Public Relations point of view the company (System Graph) made an enormous mistake. For example: imagine you live in Greece and you contemplate buying an Apple computer from them. Enter "System Graph Apple" in Google and this story is right there on the front page. Would that influence your purchase decision? I think it would. More importantly, the story is over the entire internet, where the customer is generally perceived as the underdog and the company as being 'evil'. This will have a longer term impact since something on the internet doesn't disappear easily. But let's look at this from a larger perspective:
©IHGI have never been to Venice (at least, not yet...) and I'd never heard of the Crowne Plaza hotel there. Not until now that is. And the fact that I am now aware of it is a good example of how online communication has a profound effect on Public Relations. Somebody in their organisation made a silly mistake. A mistake that has huge (financial) consequences for the hotel, very negative on the first impression, but possibly great consequences in the long run. Read on to see how and what:
When you want to buy a new product or service, you usually do some research first. The more expensive the product, or the longer term the service, the more research you are likely to do. This "research" is of course influenced by various factors, many of which are of a psychological nature. And not all are rational. But it does usually involve one thing: you consult people you trust that have either first-hand experience with the product, service and the company or are considered an "authority" on the subject. The main element however is that you trust these people.