As public relations professionals, we build reputations; raise company profiles and position spokespeople as thought leaders. Unfortunately, it could take one action to break down years of hard work and make millions in sponsorships seem so insignificant.

As an example, I’m picking on cellphone giant MTN for debiting client-accounts with exuberant fees as they have supposedly undercharged clients on their data accounts and are now deducting fees up to R10 000. According to the recent article on ITWeb, MTN is facing class action from angry customers that will go to the highest court to fight and win this battle.

My question again - is being bad good for business? Can you dare to take such a bold step without hurting your name and customer-base? I don’t think comments on porting to other networks in the MTN-debacle are empty threats so that kills the saying ‘any publicity is good publicity’.

Through online forums, blogging and micro blogging such as Twitter, it is extremely easy to receive publicity, so part of your PR exercise should include monitoring and responding to it. If someone is complimenting your company or service, thank them and be truly appreciative of the good word they’re spreading. But work even harder on following up on negative comments and implement honest measures to rectify it as soon as possible.

On that note then, good luck on keeping that AYOBANESS flowing MTN!