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"It is essential to plan for any negative brand impact, anticipating the comments and preparing resources and responses for the media. Take these actions to minimise damage."

 

PETER BULL, STRATEGY AND BRANDING EXPERT, PA CONSULTING GROUP  

How do you part in peace with a long-standing employee?

Peter Bull
Financial Times
10 August 2011


THE PROBLEM

On Sunday, caddie Steve Williams described his victory with golfer Adam Scott as the ‘most satisfying’ of his career, despite having won 13 major tournaments with Tiger Woods. It followed his public lambasting of Woods since he was fired in July. For employers who decide to part company with a long-standing employee, how can it be done to minimise the damage to your own brand?

THE ADVICE

The consultant: Peter Bull

Parting company with an employee who has served your business with distinction is unlikely to be simple, particularly one that is well known in your industry. However, this must not stop you from doing what you can to reduce any negative effect. This should include working with the employee to be clear about the reasons – and terms – of their departure and agreeing the messaging. It is critical to tailor the messages to each customer group and the wider external audience.

It is also essential to plan for any negative brand impact, anticipating the comments and preparing resources and responses for the media. Take these actions to minimise damage.

The writer is a specialist in marketing and branding at PA Consulting.


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