the episode

Let’s face it: whether it’s a middle school rumor or a scathing online review, negative feedback stings. As business owners, those harsh words often hit close to home because they’re not just about our work—they’re about us.

In this conversation I chat with David Oates, a seasoned crisis communications expert, about how to handle negative reviews and comments with grace. David shared practical advice on how to respond with “empathy and action”—a simple yet powerful approach to defuse tension, protect your brand, and show others that you care about making things right.

Key Takeaways:

1. Empathy and Action Are Key: When responding to negative reviews or comments, show understanding without immediately accepting blame. Apologize for the experience and offer to make things right, which reassures current and potential customers of your commitment to service.

2. Avoid Ignoring or Arguing: Ignoring negative feedback implies indifference, while arguing online escalates conflict. Both approaches can harm your reputation. Instead, focus on resolving the issue calmly and professionally.

3. Use Reviews as Insights: Positive and negative reviews are goldmines for understanding your customers. Positive reviews can inspire marketing language, while negative ones offer valuable lessons to improve.

4. Solicit Feedback Proactively: Regularly ask for customer feedback and make it easy for satisfied customers to leave reviews on platforms like Google or Yelp. This helps balance out any negative comments with authentic, glowing endorsements.

5. Think Old-School, Act Online: Just as local shopkeepers once chatted with customers over the counter, business owners today can build relationships and trust through online interactions. Approach these conversations with the same care and humanity you’d show in person.

Actionable Tips:

• Monitor reviews and social media mentions regularly to stay on top of feedback.
• Respond promptly and empathetically to negative comments, signaling your commitment to customer care.
• Encourage happy customers to leave reviews to showcase your strengths.
• Remember: every interaction, even online, is a chance to build trust and loyalty.

Want more great advice? Check out David’s  website and connect with him on LinkedIn.

For additional resources to grow your business, head over to More Than a Few Words.

our guest David Oates

Dave possesses more than 25 years of strategic public relations experience dealing with a wide array of adverse public events. Starting as a U.S. Navy Public Affairs Officer and later as a Corporate Chief Marketing Officer and Non-Profit President, he excels in expertly addressing a myriad of crises spans military, government, corporate, charity, and start-up environments. His Crisis Communications experiences, including handling employee and executive misconduct, cybersecurity attacks, product recalls, mass layoffs, large-scale accidents, criminal investigations, and civil litigation matters.

A sought-after speaker, Dave served as a lecturing professor teaching the semester-long PR Media & Messaging program to upper-division undergraduates at San Diego State University. He actively gives back to others through his role as Past President of the Rotary Club of San Diego, the fourth largest service club in the world. Dave previously served on leadership roles that raised tens of thousands of dollars for organizations that include the Leukemia & Lymphoma Society, Operation Homefront, Free to Thrive, and others.

Dave authored three Amazon e-Books and co-produced two LinkedIn Learning courses, Crisis Communication for HR, and HR Communication in Today’s Fluid Workplace. He is an accredited PR specialist (APR) who received his MBA from San Diego State University in 2004 and his bachelor’s degree from the University of Maryland in 1991.​