Every season, fashion designers have a look book, a book that’s curated to perfection, showcasing the collection. It’s not something beauty brands would typically do. Being that I’m such a fashion girl at heart, I was a little jealous! I wanted one!

Today we launch our look book (the cover image is above)!

So I asked some of our favorite bloggers and F.O.P.L. (friends of Purple Lab) to strike a pose. We turned my apartment into a photo studio.

The kitchen was the Dolce Gusto coffee and muffin “craft station” as they say on movie sets.

The living room is was saved for hair and makeup. Turns out that Britt, our multi-tasking maven (a.k.a. intern) who also wound up in one of the pics, is genius with hair! To give you a sense of the mayhem – 11 models, 3 makeup artists, Sharon and a team of 4 interns, 2 Dolce Gusto girls manning the cappuccino, 1 photographer, and me.

Our makeup artists rocked! Thank you to Stacie Ford, Ani Hovhannisyan, and Donna Beretsky-Neidecker, who are so talented and smoke out an eye like nobody’s business! And then there’s Ana Schecter, photographer (or as I like to call her, photographess). She is sooooo talented, it hurts! Love, love, love you Ana, Stacie, Ani and Donna!

We carefully plotted which look would be right for each model. Extreme and edgy red liner (Huge Lips Skinny Hips in Red Sole doubled as shadow for the day) for Karen Blanchard of Where did U Get That – she has such a downtown vibe that we knew she could pull it off (not everyone in the world can, but we also gave her a natural look).

Meanwhile, Todd was on the roof deck, morphing it into a photo ready studio. We hung a white blanket on the fence between our deck and our neighbor’s (for a stark white background), removed the table, chairs and grill and set the stage.

This is Ana at work, shooting a pregger and beautiful Mildred of Beauty Logic Blog.

And here she is with the lovely Audrey of Homerun Ballerina, whose birthday is today by the way! HAPPY B’DAY PRETTY GIRL! J’ADORE! Audrey has such a natural glow about her so it was fun to get enhance it with the highlighter of Luxury Squared.

Now, Virginia Nam of Lovely 20s and The Examiner. She looks like such a perfect little porcelain doll so we had to go with it for this very Asian-inspired look, using Huge Lips Skinny Hips in Lychee Martini on the eyes (it really works well as a shadow but you do have to let it dry!)

P.S. We’re working on shadows, BTW! Coming somewhat soon-ish!

Christine from My Style Pill pulled off a really out-there, runway-ready eye – words won’t do it justice. The rest of the face was super natural so that the eyes were the main attraction. See below and drool!

It took a while to perfect the heavy rock star eyes for Anne of The Jet Set Girls. I love the contrast of the dark, dark eye on her fair skin. And that red hair! She was so fierce, I couldn’t stop kvelling all over her!

Noelle and Joelle of The Owls Are Not What They Seem, gave us the glamour – each with two looks.

But check out the eye on Noelle. When the eye was open, it just looked like a thin cat eye but when closed, it was ON!

And Joelle – no words!

F.O.P.L. included Amanda, the cutest blond! She entered our model search contest and we fell so in love with her that we asked her to be in our look book (she came with her mom, Andrea, who started a Twitter account called @vote4amanda when her daughter was racking up votes!)

Hello Bridget Bardot eyes (Ani, amazing job!).

Barbara Dial, our resident pole dancing teacher (from S-Factor, the inspiration behind Huge Lips Skinny Hips in Kitty Poledancer, soft nude-pink), is the consummate California girl. So we edged her up with a side bun and red-red lips.

There was one more look we were dying to do at the end of the day – something kind of hippie chic with a long side braid and we turned Britt into a model! How gorgeous is she here?

More Behind the scenes pics are on Facebook.

And there’s a great video as well, created by Kendra Elise (there she is below).

Mwah!

Karen

Purple Lab Creatrix

Guess what we did yesterday? All the girls in the office and I went to the Sex & the City 2 world premiere. Sort of. Crashed is more like it. It was time for some serious guerilla marketing action at Radio City Music Hall.

Our girls dressed in their cute Purple Lab tees, skinny jeans, and one key accessory: retro style cigarette trays, wrapped in purple velvet and harnassed to their bodies. A moving beauty counter of products!

A close up of the trays:

See, I was there two years ago and it was a SCENE! There were hundreds, maybe thousands of girls outside, hoping to catch a glimpse of SJP and lines of ticket holders that spanned four city blocks. (I actually had passes in my hand and got all dressed up like a total cliche, took one look at the crowd and the line I’d have to stand in, gave my tickets to two tourists, and went to dinner with a friend).

I thought, if we can’t afford to be there as an official sponsor, we could sure street-team-it. It’s the best audience I could imagine – pop culture loving, style obsessed girls who love all things fab and glam!

To give you a sense of how long the line was:

We offered makeup touch-ups and SATC makeovers to gaggles of girls and gave out ring pops (what better snack for the movies?) and Foot Petals (a must-have for hours of heel-wearing).

Don’t worry – we brought hand sanitizer and a billion applicators to keep it totally sanitary. New Yorkers tend to be germaphobic.

One of the “afters” with Huge Lips Skinny Hips in Red Sole and newly lined eyes!

She had this adorable tattoo!

We found some new fans…

While stationed outside of the Duane Reade on 51st Street, the women who worked there started to knock on the window to find out about our products. I was showing them by holding them up against the window!

Then one came out to try out some gloss and get my card (she wanted to show it to the buyer – you know how Duane Reade has that new chic beauty division with luxe brands? We’ll see what happens.)

It was a success of “Big” standards.

Video coming soon!

Mwah!

Karen

Purple Lab Creatrix

We recently did a cute segment for Better TV in the Purple Lab apartment (a.k.a. my home/office/warehouse). They shot here once before and I have to say, it’s always fun to have a film crew come over!

The producer, Marianne, is heaven to work with and – I love this about her! – she writes vampire young adult novels (check her out). This was one of her last shoots for the network before she left to write full time (we’ll miss you, Marianne).

The premise of the shoot: Mother’s Day. We had three moms, each a different age group, and I gave them make overs (I have been taking makeup artist lessons).

One quick thing – I wore these super cute harem shorts (right to the knee). Bad idea. Now that I see the pix, well, it looks like I’m wearing Pampers. (Not showing you!)

Anyway, mom in her 30s, was Deena, a friend of a friend. The problem with moms in their 30s? They need quick beauty tips because they’re busy with small kids.

The solution: double duty products save time (and $$$); neutral colors are a must because you don’t have to spend too much time applying, blending out each shade, especially with kids running all over the place.

This was the look I gave her.

All I needed: Four products.

1. Silk Sheets foundation to even her skin tone

2. Cheek Implants cream blush in the shade Backstage Pass. The trick is to use it as a full on eye shadow, the whole lid from the lash line to the crease. It brightens the whole face.

3. Lashionista Modelista, just the mascara. One coat on the top lashes.

4. Huge Lips Skinny Hips in Goji Berry Smoothie (the soft berry shade is out at the end of the month)

Five minutes. Done!

Now on to mom in her 40s (my friend Sally, who I hadn’t seen in far too long). In your 40s, you have a little more time. Your kids are likely in school. You have your days back! So you can play with your makeup.

Don’t be afraid to bring on the glamour with a serious smokey eye – it’s not just for 20somethings. It’s fun to flirt with new looks as you hit your forties, especially when you work with products that have sophisticated formulas but a playfulness to make you feel young and fun.

For Sally, it was all about subtle shine on the lips and rosy cheeks. Here’s her before and after:

Here’s what I used:

1. Cheek Implants in Six Inch Heels. You will feel like a super model while enhancing cheekbones with a pale shade of pink.

2. Lashionista Modelista in After Dark: Just smudge liner with a small angled brush to create a soft yet smokey cat eye. The diamond dust is subtle, giving the eye just the right amount of shine.

3. Luvah in Mama’s Boy. Made to bring out your inner vixen, it’s infused with aphrodisiacs and natural libido stimulants to remind you to feel sensual and beautiful.

For Mom in 60s, we actually played Joan Hirsch, none other than Sharon’s mother! She’s a doll and looks 20 years younger than her age. The issue moms have in their sixties? They want to look younger without going under the knife (well, some don’t mind the knife, not naming names).

The solution? Use beauty products that have anti-aging benefits so you are treating skin all day and definitely do NOT be afraid of color. A pop of color will brighten your whole face and give you a youthful appeal. Lastly, love that highlighter.

Highlighter should be your best friend, especially as you age. It’s the best way to add soft shimmer and draw attention to your best features. Chic tip: A dab in the corner of the eyes by the nose will draw the light away from crow’s feet.

Meet Sharon’s maker – before and after:

Here’s what I used:

1. Silk Sheets foundation equipped with anti aging benefits, thanks to silk, algae, seaweed, juniper, almond seed extract, and more!

2. Luvah in Rich Jerk: Use a bright lip color so lips pop. The double plumping ingredient, “Complex OO,” provides long-term lip enhancing benefits while Vitamin B3 provides immediate plumping, erasing fine lines.

3. Luxury Squared, which is equipped with both an under eye color corrective concealer AND highligher. Both offer skin care ingredients like silk, Vitamin E, carrot oil, antioxidants, algae. And the highlighter’s got my favorite additive – diamond dust!

Happy early Mother’s Day!

Will share the clip when it’s live.

Mwah!

Karen

Purple Lab Creatrix

I recently wrote about the Women in Need charity event. But what I didn’t share is the high drama look I gave my eyes, thanks to Lashionista Modelista (clearly, an addictive product for me!).

It’s super easy and here’s how to do it yourself:

When you do something like this, something that draws all the attention to your eyes, keep the rest of your look soft and neutral.

Let one thing stand out on your face at a time – sort of like an outfit with one star accessory.

I did this look with Huge Lips Skinny Hips in No Panty Lines (a.k.a. clear) so that there was a little moist shine but no color to distract from the eyes.

It was a hit!

Mwah!

Karen

Purple Lab Creatrix

First of all, I am horrified at long it’s been since I have blogged. Let’s just say that I’ve been in the midst of serious insanity.

We’re finally bringing back Love Your Thighs and Lychee Martini, two chic shades of Huge Lips Skinny Hips. Love Your Thighs is exotic coral and Lychee Martini, super sheer peach. And… Limo to Lobby (perfect pink) and Goji Berry Smoothie are on their way, too.

I’ll be debuting them on HSN. along with Pearlesque Show, our new silicone-free primer with a touch of crushed pearls and honey, in April. Click here to see when!

Oh! We’re also doing Lashionista Modelista in a new color – midnight blue! A really rich navy called Modern Classic. The blue is so sophisticated and it really makes the whites of your eyes pop.

This is what it looks like on my skin.

There are going to be three – yes three! – new products for July. The details are still hush-hush but I can tell you that one is an exfoliator (the best skin treatment before your makeup and it has amethysts!) and the other two are for the eyes (a primer and cream shadow but both with a twist – you’ll see).

There have been a billion passes as names – all of the ones I originally wanted are trademarked but it’s amazing how hitting a road block forces you to a better place.

Lab samples have been flying around the office. Been on a dozen new desk sides, thanks to Sharon, our killer PR princepesa. Figuring out things to do before HSN to promote our shows (look out for a contest on Closet Couture!). Planning a big look book photo shoot at the apartment office.

We’re shooting 20 different looks on ten friends and bloggers with photographer Ana Schechter. She is a genius with the camera. We’ll video behind the scenes action for fun!

I look so harried at the moment. I am so crazed that, get this, I had a ticket to go to Florida for Passover to see my family and Todd and I completely forgot about the flight. Literally just blanked. We thought we were going on Thursday but our ticket was for Wednesday and it took two days of nonstop airport stalking and double lay overs to get there!

But I’m coming back to life… and will have loads to share!

Mwah!

Karen

Purple Lab Creatrix

The spring runway – and even many fall runways – were stalked by glamazons sporting a fresh-faced, natural, no-makeup-makeup look. Have you noticed? So we put Ashley, one of our multi-tasking mavens, to the test and create the look herself.

Meet Ash:

She is an all-natural kind of girl to begin with (not to mention the most amazing singer ever – full on jazz vocals a la Norah Jones).

Armed with Silk Sheets luxe foundation infused with silk, Luxury Squared under-eye concealer and highlighter, collagen-packed Cheek Implants in Backstage Pass (ripe, delicious peach with golden undertones), Lashionista Modelista and Huge Lips Skinny Hips in Worship Kate, she turned herself into an exact replica of what Stella McCartney’s models looked like on the catwalk. (Love Stella, BTW.)

Here’s how to get that youthful, clean, natural look.

More how-tos to come! And do let us know what you want to see us create!

Mwah!

Karen

Purple Lab Creatrix

Monday and Tuesday, Sharon and I will be doing “desk side,” which are one-on-one meetings with magazine editors at their desks.

The beauty editors – all editors, really – are inundated with event invitations, appointments, and deadlines. When you go to them, it helps make their lives easier.

This is the cute e-vite we did to get them on the books.

It’s not easy to get their attention and PR is really all about relationships at the end of the day. Lucky for Purple Lab, people love Sharon! 

Normally, brands don’t do evites for desk sides, but we wanted to do something more official. It looks professional. Would have loved to have had paper invitations but funding would not allow.

It’s important to be sitting down with editors in this way because they will reall understand the product and the brand, much moreso than by a press release. Monday and Tuesday are the days and we have 18 meetings, all back to back from 9:00 to 5:30p.m.

For each meeting, we’re bringing the products, information (fact sheets) on them and a delisch lip-shaped cookie with our logo in icing, thanks to Crystal of Tasty Morsels Bakery.

We just packed up the Purple Lab branded boxes, arranged with hot pink tissue paper and our products, so we don’t have to scramble last minute to set it all up (cookies, not included – those will be picked up the day of so they’re fresh).

The scene of the crime, below, is taking up a nice portion of my bedroom. 

You have to understand how our stock is arranged. It is basically piles of clearly labeled packing boxes, lids open with color names and product names on the lids. And they all sit atop of a mirrored platform that is part of a piece of art (the sculpture that is meant to be placed on the mirror is not in our possession yet and when it is, I have NO IDEA what we’ll do with the stock!).

Anyway, back to desk sides. They’re really vital right now. The last time I saw editors was when I had nothing but Huge Lips Skinny Hips to show. They likely think of Purple Lab as a one product brand and now I can show how we’re expanding (fingers crossed, we’ll have lab samples of Pearlesque Show, available in April on HSN, as well).

Keep you posted on how it goes. Hope you’ll be reading about it all in the magazines in a few months!

Mwah!

Karen

Purple Lab Creatrix

I got to Florida yesterday morning and went right to a go-see. Still needed to find one more model, someone in her 50s and the one I found – LOVE! Sweet, beautiful, poised, sassy with a fun sparkle to her energy. It is all coming together.

HSN, here I come! And ALL of the new products are now on their site at special debut introductory prices. My heart is pounding so hard, you’d think I had a base in my chest cavity.

Did I mention that Christine, the blogger behind the fabulous Temptalia.com is coming to report on the inside track of the network and what goes on backstage? I’m giving her an inside exclusive look at HSN in action, from set building to meeting the hosts to rehearsal to show time.

I haven’t met her yet and I can’t wait! She’ll be blogging and tweeting from the green room, so please follow her (and check out the mention she got on HSN’s Purple Lab page, image above!).

Then I went to what is called a “Pre-Pro” meeting which stands for pre-production. We go over the order of mentions of each product – not every show is the same and not every show offers all six products.

There is just three minutes for Luxury Squared in the first show – so hard to get everything out in such a short period of time. The biggies will be Silk Sheets, Huge Lips Skinny Hips and Lashionista Modelista.

Then legal weighed in. You have to be so careful of what you say on air. You just don’t want to make any claims. Though we’re makeup, we have to adhere to skincare regulations because of the kind of ingredients we use and it is going on your skin.

I no like legal (not that they weren’t nice… they were lovely… but you can’t say the word “aroma therapy”!).

I saw the set in person for the first time!

I almost cried. That was the first time it felt totally real to me.

Knoll Tulip table in the house, which is my absolute favorite iconic 20th century piece.

There’s chain link curtains, purple lighting, a mini runway. And Amy Morris, the host forthe first show, is a DREAM! We connect so well and she will make me so comfortable. But just as I jumped up and down over my Knoll, it was taken away. Apparently, it was too low and more newsroom than appropriate for what we’re doing. I wanted to take it home – but no go!

The live models will be in their own area, doing their own makeup. The reason is that the products are so easy to use and think about it, who has a makeup artist at home? I want to show that every woman can be her own makeup artist! These women are strong, fabulous, sassy, and smart and range from 20something to 50something. Love them!

We did a rehearsal, as well, and I’ll go there later because I have to bolt to meet Temptalia now!

Mwah!

Karen

Purple Lab Creatrix

They’re amazing women and I’m lucky to have them. This is us on the runway of the set. Not the best quality pic – it’s done with my phone becuase I haven’t hooked up my new camera to my computer yet.

HSN is three days away! Three days. And the proof is on TV. The Guide in my cable, when I scrolled forward, shows Purple Lab on the line up! It’s real! It’s real!

I died when I saw this. Dead. On the floor! A corpse is actually writing this!

Saturday night, I went to a Fashion Week mixer, thrown by the fab Lianne Farbes of The Makeup Girl and Paul Baranda of Beyond Beauty Basics, and I saw my old intern, Lauren, who I would have loved to have hired but I had no salary money.

She was with me two summers ago.

At that time, I was working on the logo and together, we were researching all brand competitors, where they’re sold, their price points, etc. She reminded me that all summer long, I would tell her that my dream was to be on HSN. And it’s freakin’ happening.

I am almost numb in a way because my brain is on overload. I’m nervous. I’m excited. I’m proud. I’m scared. I’m fearful that  I could throw up on air or get stuck in the bathroom right before the show goes on.

There are so many moving pieces to what goes into this. There is an exact timeline per product. I’m like, “10 minutes for Huge Lips Skinny Hips! I need 20!” What if I mess up and say something I’m legally not allowed to say? What if no one calls in? What if I fall when I walk to and from the models? What if my hands are shaking so much that I can’t show a product without looking like I’m on something? What if I’m bloated and my pants are too tight?

So many what ifs.

I am trying to be calm and meditate. Breathing is not my strong suit at the moment.

Aaaaaaaaah!

More news later!

Mwah!

Karen

Purple Lab Creatrix

You may think Crisis Management PR is only relevant to publicists who represent celebrities like Lindsay Lohan, politicians like Elliot Spitzer and models like Kate Moss (our favorite who always comes out on top). Well, think again! Beauty publicists need to be schooled in Crisis Management PR too, right alongside Paris Hilton’s peeps.

Not sure who was hanging out on YouTube last Saturday night at 10pm, but I can tell you who was…me!

Purple Lab ran into a bit of a PR crisis two week ago after posting what we thought to be a successful Dayton, Ohio news segment featuring Huge Lips Skinny Hips.

The segment was a publicist’s dream – five minutes, brand exclusivity, visuals galore, and all positive reviews from credible sources. (Now if only the Today Show would catch on!)

Because the segment only aired locally, we decided to share it with a larger audience by posting it on our social media outlets, one of them being YouTube.

Immediately, multiple viewers watched. An hour later, hundreds. By evening, thousands. P.S. with all of our fun, crazy antics – burlesque, pole dancing, runway lessons – THIS is the one that caught on! I mean… sumo… come on… our bloggess friend Michelle Joni Lapidos took to the mat in hot pink Jimmy Choos!

Check out her “Sumo Choos”!

As the viewership continued to grow, so did the comments – and they weren’t all positive. The Dayton Ohio ABC News decided to feature Huge Lips Skinny Hips after coming across a video review from the popular – and absolutely adorable - beauty guru, JuicyStar07 (a.k.a. Blair), who also happens to a friend of Purple Lab’s.

We saw her channel a few months ago and fell in love with her – her in that all-pink bedroom in Tennessee. She did the most amazing video. We never asked her to do it. It was totally organic; she didn’t HAVE make a vid just because we sent her a gloss. A million brands send her (and online influencers) products in the hopes that they’re cover it, no different than journalist/beauty editors/fashion editors, really.

Anyway, her seven minute video on us was just about the best thing I have ever seen!

Karen and I reached out to her to say thank you – how could we not show our appreciation? And when she mentioned she’d be in NYC soon, we offered to take her for a mani pedi (we met her mom and sister, Elle, too… they couldn’t be lovelier).

JuicyStar07 has become insanely popular over the past few months, which has caused some controversy amongst the YouTube community. Just like any celebrity, the more popular you become, the more people want to know about you. Think about it – no one cared who Kim Kardashian was until she was photographed all over the place with celebutante Paris Hilton.

Now, she has her own reality show and her career is booming. So are the tabloids over her on-again off-again relationship with Reggie Bush, her curves and the debate of whether she really dyed her hair platinum for that short stint over the summer (I totally think it was a wig).

So, as Blair’s career grew at full force, her fans wanted to know more about her. And everyone has opinions… no different than celebrities you read about in US. Fact is, she is smart and savvy and already making a career for herself. It’s sad that there are nay-sayers out there, but they’re out there all the time, so it’s part of life… and the media.

That is where crisis management comes in.

As mentioned earlier, the comments began to roll in, in large amounts and our YouTube page became an open forum for JuicyStar07 haters, which is so not the place because A) Purple Lab has a great relationship with her and we don’t want anyone bashing our friends and B) No brand wants to see negative comments on their page.

As the backlash grew, the comments grew deeper and I have to say meaner! Comments about Huge Lips Skinny Hips and our relationship with JuicyStar07 were expressed, and they weren’t pretty. People wanted to know, “Did we send her product for free,” “Why are we promoting weight loss,” “Do we bribe the media…” The list goes on…

1. We did send her a gloss

2. We did not pay or bribe her

3. We met her in person and took her for mani pedi

4. There was all sorts of comments about whether we did or did not buy her a Coach bag because she received one as a gift when we met… we did NOT purchase a Coach bag for her

About our brand:

1. We are NOT promoting weight loss or defining skinny

2. We are being fun and cheeky

3. Huge Lips Skinny Hips is meant to be a reminder – because of the Hoodia ingredient – to be healthy and mindful; appetite is often about the head, not the stomach (i.e. I’m eating now and I am full from lunch)

How did we handle the situation?

First of all, this is what I looked like:

We replied to everyone. We expressed our perspective to clear up the confusion. And we never deleted a comment – it’s not natural for everyone to only have glowing things to say and we’re so passionate about what we do here that we don’t feel like we should manipulate anything.

That said, I want to outline the Do’s and Don’t of Crisis Management PR so you can learn how we handled the situation and what you can do if you find your brand (even if your brand is YOU) in a similar one.

• Do have an open dialogue. When someone posts a comment, whether positive or negative, respond to them. If the comment is positive, thank them for their support and make sure to personalize the comment each time, you don’t want it to come off like an automated response. If the comment is negative, again thank them for visiting your site (even though you don’t want to!) and attempt to clear the air – maybe they were misinformed about your brand, the situation, etc. A simple explanation could turn them into a supporter. Also, encourage them to learn more about your brand by visiting your website, Facebook page, etc. this way they will become well versed and educated about your brand and hopefully debunk any other rumors that are out their amongst consumers. Turn these people into brand advocates.

• Don’t erase comments. This is a BIG don’t. By erasing comments, you quickly will lose credibility. As long as you follow the instructions above, it is ok for consumers to speak negatively about your product, because if you respond properly, you may change their opinion. In addition to losing credibility, consumers will become less trustworthy of your brand. They will know when comments are erased and will most likely call you out on it, which lets face it, is embarrassing!

• Don’t let consumers bully you. Although you still want to be polite and treat each and every consumer with respect, stand up for your brand and your philosophy. But don’t engage in so much back and forth if what you’re saying is not putting someone at ease – sometimes, there’s just nothing you can do. But showing consumers how much you believe in what you’re about could encourage them to learn more about you and the brand, hopefully evoking an emotional connection.

• Don’t get defensive. As I mentioned earlier, don’t let consumers bully you, but don’t bully them either! Remember these are the people who evidently control your brand’s destiny (and sales). The last thing you want to do is leave a bad taste in their mouth. Do not respond to consumers with an attitude and do not ever tell them they are wrong. To avoid coming off as defensive, be selective with your wording (i.e. don’t reply when you’re all worked up!). For example, instead of, “You are wrong,” respond with, “I am afraid you may be misinformed.”

• Don’t change your story. And if you’re telling the truth, you won’t have to change your story (unless you’re a dirty politician – they put a whole new spin on things). Lay out the entire story from the beginning. Don’t leave anything out because most likely, those tiny, unmentioned details will surface eventually and that will only provoke more questions from consumers.

• Do craft a statement. As mentioned above, once you have your response, share it with consumers! After our fiasco, Karen filmed a video response that viewers could watch to get the story straight. Keep it short and sweet. The longer you speak the guiltier you may seem!

• Do act in a timely manner. Stay on top of the negative comments and respond as quickly as possibly. It may not always be at the most convenient time (i.e. Saturday night at 10am – did I mention I was at my Grandfather’s 90^th birthday?) but it is so important. Don’t let more than an hour or so go by because the longer you let consumers rant and rave, the more gossip will appear. The last thing you want is supporters of your brand to read negative comments ignored by the brand, because they may start believing them! The sooner you address the negatives comments, the sooner you will clear up the misconceptions.

In case you are wondering, our crisis has, at the moment, been averted. But, if you have any Crisis PR situations of our own and need advice, please email me at Sharon@PurpleLabNYC.com

Mwah!

Sharon

Communications Queen