Do NOT Create a PR Nightmare!

You have probably seen a letter that a property management company sent to its residents making the rounds on social media and the regular media lately that says, 
“Despite these circumstances, you are required to pay your rent on time…While this may sound like we are being uncaring, please keep in mind that all of our expenses, including bank mortgages, taxes, insurance, etc. continue to be due and payable on time. Our policies to enforce the payment of rent remain exactly as they were before.”
The letter then went on to say that residents who paid their rent late would be charged a $50 late fee. Residents who didn’t pay rent in full by April 5th were threatened with the disconnection of their cable and eviction. 
The letter also included the following empathetic and understanding paragraph (sarcasm filter ON!)
“If you are not able to pay your rent in full, please contact the office and we will arrange a date for you to move out of your apartment.” 
Ouch. 
This letter just created a PR nightmare for the company. Don’t be the person that creates a negative PR storm! Incidentally, the company has since apologized for the letter calling it “totally insensitive” which, it was!
Now was that the intent?
I’m sure it wasn’t! This company (like so many others) is simply trying to survive in this brutal economic environment. They wanted to remind residents to prioritize paying their rent. Because, of course, without rent, the company can’t pay their mortgage, their employees and their other obligations. Without income everything comes……