Getting criticized online?

Such behavior is common, particularly for businesses in the Philippines, where social media engagement ranks among the highest in the world. A negative comment or viral post can harm your brand’s reputation. However, if managed effectively, criticism presents a valuable chance to foster trust and demonstrate authenticity to your audience.


How can you effectively manage criticism? 

Continue reading to discover strategies for transforming backlash into brand loyalty.

1. Pause Before You Post

Quick, emotional replies rarely end well. Instead, pause, gather the facts, and plan a measured response.

Example:

A Filipino restaurant chain took 48 hours to issue a composed and apologetic statement regarding the poor service experienced during the pandemic. They thoroughly investigated the situation and addressed it prior to making their statement. Their tone was not defensive; instead, it reflected accountability and acknowledgment, along with a pledge to improve. The public is more likely to appreciate this thoughtful approach rather than feel frustrated by a half-hearted apology.

2. Acknowledge the Feedback

Even if you disagree, acknowledgment is crucial. Ignoring complaints, when we know that, as brands, personal respect is key, can backfire.

Example:

When vital services such as telecommunications, offered by companies like Smart and Globe Telecom, face outages, they promptly release public advisories and may respond to customer feedback on social media. In some cases, compensation for any resulting inconveniences might be provided. Such actions contribute to maintaining consumer trust.

3. Respond with Empathy

Filipino customers respond well to empathetic responses that show the brand genuinely cares.

4. Stay Professional—Not Defensive

Defensiveness can fuel negative sentiment. A professional tone always wins.

Example:

Large corporations like Jollibee, Philippine Airlines, and Robinsons Malls are known for responding politely—even when dealing with frustrated customers. Their consistent tone reflects brand reliability.

5. Offer a Real Solution

A sincere apology followed by action builds goodwill.

6. Take the Conversation Offline

If the issue becomes sensitive, move it to private channels.

Example:

During nationwide promotions, the Cebu Pacific website and app gains immeasurable traffic. Some customers may feel frustrated that their purchases didn’t reflect. The local carrier invites frustrated customers in the comments to private conversations via direct message (DM) to help resolve any issues. 

7. Follow Up

Continue following up after the initial response. A simple follow-up shows genuine care.

8. Turn Feedback into Fuel

Criticism is also insight. Use it to improve.

Example:

Any business can trawl through its own social media assets to read what people say about it. Listening to this social pulse can help your brand improve.

How a PR Agency Helps Manage Online Criticism

Working with a PR agency ensures crisis responses are handled with speed, strategy, and professionalism.

A PR agency can:

  • Craft empathetic, brand-aligned responses
  • Manage backlash before it escalates
  • Monitor sentiment and conversations in real time
  • Engage media to balance narratives if the issue spreads
  • Eating Criticism for Breakfast

Online criticism doesn't mean the end of your brand's story; with the right approach, you can rewrite this chapter. In the Philippine business environment, respectful, empathetic communication isn’t just expected—it’s essential.

Handled well, criticism can turn into connection, and complaints into loyalty. With the guidance of a skilled PR agency, your brand can maintain credibility, navigate crises, and emerge even stronger.