LETTER: Companies need to face up to mistakes

I was surprised to read the advice from some practitioners (Media analysis, 11 April) that comms directors should avoid ITV's Tonight programme.

It may be the stuff of nightmares but, if the corporate reputation is at stake, the company should reply. No response equals guilty. Or even worse, it implies 'we don't care'.

Companies must stop being passive, and start being assertive. If an organisation has messed up we should hear the apology, and hear what it is going to do about it. If it feels it has been unfairly judged we should hear about that, too.

Jeni Beattie, founder and director, Accolade Media Interview Training

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