As sports retailer Lorna Jane’s employee woes roll on, in this opinion piece Nicole Reaney, brand expert and director of InsideOut PR, says the whole affair is yet another example of why brands should build a loyal army via social media…
Lorna Jane has found herself in the public domain once again, with another ex-employee revealing her negative experience to the Courier Mail, saying she was used by the organisation. The employee also commented on the founder’s Sunday night’s 60 Minutes interview, “And that’s where I call bullshit and claim “crocodile tears”.
The company’s social media operator immediately published the company’s response to the article, stating it was not given the opportunity to respond to the media and using the social platform to communicate its viewpoint.
Unfortunately as companies grow and particularly successful retail companies with a national footprint and a demographic of heavy social users, they become easy targets for public backlash, and one negative story or experience can trigger more people to voice their side.
A common frustration by companies is also the lack of control of a story being published or aired in media without their opportunity to comment. The Lorna Jane team rightly used its own power in social media to take a little control back in the brand messages being received by the public.
While I would commend the team for using the platform to share their side, they need to ensure that their tone and messaging is not too defensive or passive aggressive. They are a positive brand and they want their voice to align with the brand’s culture. Even if a company disagrees with what’s been presented to the public, there’s a way to voice your messages in a more humble, succinct way, where consumers see the genuine side of the company. Managed carefully you can even turn around what was initially a negative impact to your brand, to it becoming more popular with loyal customers banding to support the organisation. That’s where social self-regulation occurs and the public become your brand ambassadors. Much more powerful than a company projecting it’s messages solely.
The Lorna Jane brand has a strong, positive following and is a strong positive brand. However I’d caution the organisation, they just need to be careful that they don’t start to build pockets of ‘hate-communities’.
Australian underwear subscription brand Knobby is teaming up with its loyal subscribers to share their stories in a new campaign aimed at celebrating extraordinary individuals. Based on the Sunshine Coast, Knobby claims to be Australia’s leading undie subscription brand reaching subscribers across Australia, Europe, the US and Asia, with its undies featuring an amazing new […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]