by Roger Pynn
We often advise clients to forego asking for a retraction when something untrue has been published about them. Why? Primarily because we believe that in publishing the apology the media outlet will very likely expose people who never saw the error to the subject … and it will only arouse their curiosity. In other words, “Why regurgitate the error?”
I couldn’t help but think of that when I received this email from a small restaurant we frequent occasionally.
“Hi everyone, I just wanted to let everyone know, how sorry I am about tonights (sic) Pot Roast special. It wasn’t up to our standards in quality of meat. When it was brought to my attention, I discovered that our vendor had switched products without telling us. I assure you the next time we have the Pot Roast special, it will be as delicious as it has been in the past.
When I say “small,” we’re talking a total of about 40 seats … and they are rarely full. In fact, this pub serves only the residents of a specific gated community. You have to live there to eat there … almost a private club.
Now how many folks do you think ordered this awful pot roast? Not many, I’m sure. But the email list serves 1,200 property owners … all of whom are now likely wary of what their next meal will taste like.
So, the next time you are tempted to ask for a correction, think about pot roast.