Radio Today

Just ask Arthur

You may have heard about this story in the news last week. It's a shocker, and has been reported around the world.

The story is an interesting lesson in crisis management, I'll get to that shortly. However if you missed the story, here is the background.

A florist in Melbourne has horrified a grieving family by delivering a funeral bouquet with a card that read, "rast in peas."

The spelling errors were only noticed when the great-niece of the deceased woman arrived at the cemetery for the service. 

Monique Bellew said "It said 'rast in peas unty Josie.' I couldn't believe it. How could a florist get such a common phrase so wrong?"

“Even ‘and family’ was ‘dud familys’. My sister Carol, who was very close to my great aunt, burst into tears, she was devastated because these were the family flowers.”

There is an old saying in crisis management that goes something like this. The greater damage is generally not caused by a specific incident, but by poor management of it. And that's where this story gets worse.

Arthur, the owner of 'Bunch after Bunch' in the Melbourne suburb of Ormond, was unapologetic about the mistake, which he said was made by a Russian employee who spoke English as a second language. 

“My employees are not Australian speaking so we can’t expect them all to spell properly. Even some Australians can’t spell properly, we supply flowers - good flowers. We are not card writers. 

If someone gives a message over the phone instead of coming in or sending a fax or email, I can’t take responsibility. We are not a law firm. I don’t employ people based on their education or spelling skills. I employ them if they are good florists.”

The original mistake by the employee was inexcusable. The handling of it by the owner was worse. If ever there was a textbook case of how not to crisis manage, then 'Arthur' has provided it. By blaming the customer and not accepting complete responsibility he has done far more damage to his business than his employee who made the error.

Crises, problems, complaints, are all opportunities for businesses, and radio stations, to develop a stronger bond with clients, or listeners. 

When a listener or a client has a problem or an issue to discuss with your radio station, it is not something to sweep away and try to ignore, it is an opportunity to super-serve that client or listener and turn them into a raving fan.

Because how you handle an issue is often far more memorable than the issue itself.

Just ask Arthur.

 

 

 

Dan Bradley is director and founder of radio and talent consulting firm Kaizen Media

 
Published on Published on Monday, 09 April 2012 06:00

 Post Anonymously 

Antispam Refresh image Case insensitive

 

 

Mushroom Promotions has a vacancy for a Senior National Radio Manager. Details.

 

3BA and Power Fm in Ballarat has a vacancy for a Journalist. Details.

 

Nova Entertainment has a vacancy for a Casual Journalist / Newsreader for Nova 100 and Smooth 91.5 based in Melbourne. Details.

 

 

Nova 100 in Melbourne has a vacancy for a Breakfast Show Audio Producer. Details.

 

92.9 Voice Fm in Toowoomba has a vacancy for a Content Director / Announcer.Details.

 

SCA has a vacancy for a Technology Engineer based in Perth. Details

 

C91.3 FM in Campbelltown has a vacancy for a Commercial Producer. Details.

 

Nova 93.7 Perth are looking for a Music Director.  Details.

 

2EC and Power FM based in Bega has a vacancy for a Radio Jounalist. Details.

 

Light FM are looking for Casual Weekend Announcers based in Melbourne. Details.

 

Got a question? Got a suggestion?

Email Radio Today's Editor Halesy anytime here.

 

The Capital Radio Network has a role for an Announcer in the Snowy Mountains. Details.

 

Star 104.5 on the Central Coast has a role for a Sales Manager. Details.

 


Grant Broadcasters has a vacancy for an Imaging Producer based in Geelong. Details.

 

ARN has a vacancy for a Sound Designer based in Canberra. Details.

 

ARN are looking for a Sales Manager for 104.7  in Canberra. Details.

 

Darren Pike is now FIVEaa Direct Group Sales Manager after moving from Fresh 927. More.

 

Adam Richardson is returning to 3AW and Magic 1278 as the Melbourne Sales Director. More.

 

The Edge's Emily Goddard is moving to co-host breakfast on Snow FM in the Snowy Mountains. More.

 

Katie Bridges has been appointed Nova Entertainment's Adelaide Sales Director. More.

 

Ryan Nicholls has joined Radio Goulburn as Eagle FM’s new breakfast host. More.

 

2GN breakfast host Craig Pritchard is now Program/Content Director for 2GN and Eagle FM. More.

 

Christian Hull from SAFM is joining national drive show Dan and Maz as their Digital Producer. More.

 

Andy Robertson is now a Sales Account Director at Nova Entertainment. More.

 

Nova Entertainment has promoted Simon Joyce to the new role of Group Sales Manager. More.