Negative feedback is unavoidable. Whether it's about a campaign that doesn't land well, a social post that is misinterpreted (as we recently experienced), or a journalist writing critically: every company faces it sooner or later. The question is not if criticism will come, but how you deal with it. This is where the strength of good PR lies.
Respond or relativize
The biggest mistake companies make is reacting too quickly and emotionally. A knee-jerk response without a well-thought-out strategy can unnecessarily escalate the situation. The first step is always to relativize: is the criticism justified, harmless, or simply inevitable with more visibility? Sometimes it's better not to respond and let the storm blow over on its own (or, as the image illustrates: tuck away that negativity).
When a response is necessary, ensure it is substantive and calm. Acknowledge the concern or complaint, provide context, and be transparent. An honest and factual response, like Thijs Boermans gave after a negative review of his restaurant Nonna, is often more appreciated than a perfectly formulated press release.
Another good example is Coolblue. The company regularly receives complaints on social media but consistently responds quickly, personally, and with humor. This ensures that even a negative experience often ends in a positive customer relationship. We also received a lot of positive reactions to our PR map of Amsterdam, but unfortunately, we also received the comment "the top 10 navel-staring circle jerk agencies in Mokum, with a focus only up to the ring. Perhaps a visit to the optician to correct that myopia?" Our director responded with an appointment confirmation at Eye Wish Opticians, but to no avail: this type of troll is often hard to charm.
Turning criticism into strength
Generally, negative feedback doesn't have to be damaging. In fact, it can provide valuable insights. Criticism often reveals areas of confusion or sensitivities. Companies that use these signals to sharpen their message gain credibility.
Take Albert Heijn, for instance. When the supermarket received criticism for the "Stock Up" campaign during the COVID period (because stocking up was not the intention), the chain responded quickly. They immediately adjusted their communication, acknowledged the criticism, and emphasized the importance of responsible shopping together. That quick turnaround was positively received by the media.
On the other hand, there are examples of how not to handle matters. Consider the release of the Disney movie Snow White, where actress Rachel Zegler made disparaging remarks about the original in interviews (as we previously discussed in this blog). Instead of steering or nuancing the conversation, Disney remained silent, allowing the criticism to dominate sentiment for weeks.
Attitude determines reputation
In PR, it's ultimately about attitude: do you appear defensive and unapproachable, or empathetic and solution-oriented? A single negative reaction is rarely harmful; it's how a company responds that makes the difference. By combining transparency, speed, and empathy, you turn criticism into an opportunity to come out stronger.
Even if you feel you're doing everything right, negative feedback is part of the process. It means there is attention, that people are engaged, and that you are visible. With the right approach, even the harshest criticism can become a moment for your company to show what it truly stands for.
