This plush Chinese restaurant was still in its first year in December 2004 when it got hit by a crisis when a society columnist of Cebu’s top newspaper Sun.Star Cebu wrote a ruthless tirade regarding the quality of its food.
The column was a result of a tiff between the management and two customers who turned out to be relatives of the columnist. Because Ching Palace relied on the word of mouth in building its clientele within the AB market in Cebu, the published column somehow affected perception of its quality that had its impact on sales.
Instead of approaching the columnist for a positive rejoinder to the offending column, PRworks Inc. analyzed that one offensive column would have no effect had The Ching Palace embarked on a reputation management public relations program in the first place.
To immediately neutralize the effects of the negative column and jumpstart the restaurant’s publicity program, PRworks Inc. conducted a series of food-tasting sessions with business, entertainment, society and food columnists.
This was followed up by a reputation management program starting with the successful opening of its Annex Building during its second anniversary on September 11, 2005, that was graced by officials led by Rep. Tony Cuenco.