6 crisis communications lessons from the #YourTaxis failure

It was a rough week for the Victorian Taxi Association. Learn from their communications missteps to avoid a similar fate for your organization.

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Australia’s Victorian Taxi Association recently learned it takes more than a hashtag campaign to repair a battered reputation.

Its #YourTaxis campaign, intended to encourage customers to tweet their positive experiences, immediately took an ugly turn when people shared their horror stories instead. VTA leadership shuttered the campaign after one week.

On Wednesday—while the company was still reeling from its failure—its social media firm compounded its embarrassment. The team misspelled “Remembrance” in a tweet intended to honor veterans on Remembrance Day (Australia’s equivalent to Veterans Day).

As the Victorian Taxi Association collects its thoughts and works to move beyond this mess, there are lessons communicators can learn from these events.

1. Change your actions to change your circumstances.

Your reputation will not improve until your product or service is as good as—or exceeds that of—your competitors, says Nicole Matejic, CEO of Info Ops HQ, writing for the Firebrand Ideas Ignition blog.

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