One important aspect of marketing and public relations is combating negative news in a client’s area of business. One of our clients, ModifyUtah, recently saw a negative news program about their industry – loan modification.

Sometimes bad stuff happens and a homeowner finds themselves on the brink of losing their home. When in such a pinch, noted consumer advocate, Clark Howard, recently reported the following options in order of damage to one’s credit score.

Least Damaging – Loan Modification
More Damaging – Short Sale
Even More Damaging – Foreclosure
Most Damaging – Bankruptcy

An unscrupulous loan modification business was recently highlighted on Get Gephardt, an investigative TV segment in Utah. This particular business took money up front to do a loan modification, then kept the money and never achieved the modification.

ModifyUtah felt that they needed to respond right away, since the story gave all loan modification companies a bad name, simply because of one bad seed.  They have previously taken many steps to ensure their business is honest and fair with customers, including offering a money-back guarantee, registering with the Utah Department of Real Estate, and more.

ModifyUtah VP of Finance Randy Chipman has some ideas about how to gain credibility in an industry with a bad reputation that will publish shortly over on the Utah Business Blog.

So, have you ever felt scammed by a business?  Take the poll below and let us know.

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This entry was posted on Thursday, October 1st, 2009 at 11:26 am and is filed under Boardroom PR, PR Strategy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.