How to handle negative reviews, comments, stories - Ep57

09/13/21 • 31 min

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GUEST: Mark Robison has been president of CockadoodleMoo Farm Animal Sanctuary for more than 14 years. He is also Senior Consultant at Humane Network and Communications Manager for Options Veterinary Care, a nonprofit clinic. Mark was a journalist for more than 25 years in Stockton, California; Little Rock, Arkansas; and for most of his career at the main newspaper in Reno, the Gazette-Journal

MAIN QUESTION: How should nonprofit animal organizations handle negative reviews, critics on social media posts, and critical investigative reporters?

TAKEAWAYS:

Respond to all online reviews, including the positive ones.
Make sure that the person responding to negative reviews understands the big picture and can write clearly and concisely. This person may be you – or you might want to approve responses to negative reviews before they go out. Remember that the response is not just to this individual, but to everyone who will come across the review.
Respond seriously to criticism, even when it’s unfounded. Express understanding for critics’ concerns.
Cultivate supporters on social media by regularly liking their comments and responding to their praise and questions quickly. Be transparent and get ahead of criticisms so that your fans understand the issues and background.
Hide comments by trolls, and respond fully to people who seem genuine in their concerns. Your main audience is not so much the critic as it is everyone else who might come across the complaint. This will give talking points for your fans so they can respond on your behalf wherever they encounter critics in the future.
Don’t take journalistic investigations personally and don’t stonewall or be defensive. Express solidarity with their desire to inform the community and do right by supporters. Being open and honest will often defuse a reporter’s concerns before a situation blows up.

LINKS:

Humane Network — website
CockadoodleMoo Farm Animal Sanctuary — Facebook page
Options Veterinary Care — website
Leadership recommendation (article): “Managers: Compassion and Accountability Aren’t Mutually Exclusive" by Amy Gallo for Harvard Business Review

MAIN QUESTION: How should nonprofit animal organizations handle negative reviews, critics on social media posts, and critical investigative reporters?

TAKEAWAYS:

Respond to all online reviews, including the positive ones.
Make sure that the person responding to negative reviews understands the big picture and can write clearly and concisely. This person may be you – or you might want to approve responses to negative reviews before they go out. Remember that the response is not just to this individual, but to everyone who will come across the review.
Respond seriously to criticism, even when it’s unfounded. Express understanding for critics’ concerns.
Cultivate supporters on social media by regularly liking their comments and responding to their praise and questions quickly. Be transparent and get ahead of criticisms so that your fans understand the issues and background.
Hide comments by trolls, and respond fully to people who seem genuine in their concerns. Your main audience is not so much the critic as it is everyone else who might come across the complaint. This will give talking points for your fans so they can respond on your behalf wherever they encounter critics in the future.
Don’t take journalistic investigations personally and don’t stonewall or be defensive. Express solidarity with their desire to inform the community and do right by supporters. Being open and honest will often defuse a reporter’s concerns before a situation blows up.

LINKS:

Humane Network — website
CockadoodleMoo Farm Animal Sanctuary — Facebook page
Options Veterinary Care — website
Leadership recommendation (article): “Managers: Compassion and Accountability Aren’t Mutually Exclusive" by Amy Gallo for Harvard Business Review

Previous Episode

How to avoid blaming public for animal challenges - Ep56

GUEST: Christie Keith is a communications and media consultant with an exclusive focus on animal welfare and veterinary medicine. Her current and recent clients include The Shelter Pet Project, the first public service campaign promoting an animal welfare cause in the Ad Council's 60-year history; Dr. Marty Becker, author and veterinarian; Maddie's Fund; Million Cat Challenge; Dr. Patty Khuly, veterinarian and author; and Vetstreet.com. As a writer and editor, Christie's work has appeared in the San Francisco Chronicle/SFGate.com, Bark Magazine, and the nationally syndicated newspaper feature "Pet Connection." She has been a speaker at a number of animal sheltering conferences such as the HSUS Animal Care Expo, Best Friends’ No More Homeless Pets, and the National No-Kill Conference. MAIN QUESTION: How can animal organizations avoid blaming the public in their messaging when talking about the challenges they face? TAKEAWAYS:

Your organization relies upon your community to make donations to support your work, to adopt animals, and volunteer. If we inadvertently blame the community for animal surrenders, we poison that well and hurt our own ability to be successful.
In the past, shelters and rescue groups fell into a pattern of blaming irresponsible pet owners, backyard breeders, and an indifferent public for the problems we were facing. These were real feelings and understandable, but this approach turned out to be undermining our own success. It is important to avoid falling into these old patterns.
When creating communications aimed at the public, figure out who the audience is and what you want them to do. This will guide your language.
Avoid using words like “dumping” or “abandoning” pets. People are turning to you for help with an animal they got from you – that’s what we want them to do. Give support instead of judgment.
Invite members of the public to be heroes by becoming a foster caregiver, adopting a pet or donating to help pets in need. Share how rewarding it is to foster or adopt.

LINKS:

Christie Keith — website
Leadership recommendation: "8 Ways Your Board Can Fundraise Without Asking" — article

Next Episode

Shelter and clinic low-stress animal handling tips - Ep58

GUEST: Kelley Bollen is a Certified Animal Behavior Consultant with a master’s degree in Animal Behavior who has worked in the field of companion animal behavior for twenty years. Kelley is the Owner and Principal Consultant for Kelley Bollen Consulting – an animal behavior consulting business. Kelley consults with animal shelters across the country on the design and implementation of comprehensive behavior programs to improve the welfare of the animals. She leads Humane Network’s Alive & Thriving animal behavior training program for shelter and clinic staff. And Kelley teaches an Animal Shelter Behavior Management Certificate Course through the University of the Pacific with a new program starting September 27, 2021.

MAIN QUESTION: What tips do you have for shelter and clinic staff for handling animals to make it a more stress-free experience?

TAKEAWAYS:

Coming to an animal shelter or veterinary clinic is inherently stressful for animals, in part because of all the new surfaces, sounds, and smells, including fear pheromones from other animals.
Not having secure footing is stressful for cats and dogs so be sure that tables and scales where they might stand have nonslip surfaces. For dogs, make sure there is a nonslip pad right inside the main door.
Pre-medicating with sedatives can help some animals come to the clinic calmer, but for others their fear may overpower the effects. Sedating the animal in the clinic instead might be a more viable option.
In general for cats: Give cats a place to hide such as under a towel, or try a specific towel wrap that can help you be able to perform the procedure. Try minimal restraint first, making sure the cat can have all four feet on a solid, non-slippery surface whenever possible.
In general for dogs: Before starting an exam, try getting dogs to change their mindset by playing with them or asking them to do a known trick such as sit or shake.

LINKS:

Kelley Bollen Consulting
Kelley's Animal Behavioral Management Certificate Course through University of the Pacific (new course starting Sept. 27, 2021)
Kelley's Alive & Thriving training program for shelter and clinic staff
Leadership recommendation: “How to Ask Useful Questions” by Josh Kaufman (article)