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June 26, 2007
Negative Word of Mouth Still VirulentHowever, More Than Half Still Expect a Negative Durham Experience Based on Hearsay
While more neutrals are apparently being inoculated against negative word of mouth, more than 50% of the residents in either neighboring county still report that, from what others say, they would expect a negative experience in Durham and research documents that negative information is nearly three times more powerful than positive information.
DCVB’s approach is to empower other groups and individuals with education and information to be able to confront the problem and inoculate people who are still neutral from negativity they are hearing around water coolers, on the golf courses and during backyard conversations and rescue them from negative word of mouth. While some in Durham are reticent to speak up and the reactions from perpetrators aren’t always pleasant, the approach is having good results.
Scientific surveys show Durham now has a 4 to 1 positive image among residents of Orange County, up from less than 1 to 1 a few years ago. In much more populous Wake County, Durham now has a 2 to 1 positive image, up from much less than 1 to 1 a few years ago. Some positives in both counties fell back to “unsure” though during the past year, but according to experts that should be short term.
When asked the reasons behind the negative word of mouth, responses varied by county but by population mass, “Class” was first, followed by “Intolerance” tied with “Ignorance” for second, ”Envy” and “Rivalry” tied for third. “Crime” and “Sense of Safety” followed last. Residents varied county to county with Durham giving “Rivalry” and “Crime” as top reasons with a median rating of 20%, meaning as many residents gave those a lower rating as did a higher rating. Orange residents gave no higher than a median rating of 10% for any of the reasons. Wake residents cited “Sense of Safety” at twice the proportion of Durham and Orange.
Puzzling is that the proportion of each county reporting positive personal experiences in Durham fell back this past year to 2004-05 levels and far below levels in the late 1990s contradicting the theory that large improvement projects might be an answer. But experts have warned that negative word of mouth is perceptual and more personal and emotional than logical and a community can’t rely on large improvement projects to turn it back.
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Negative Word of Mouth Pinpointed
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DCVB uses the term “undercurrent of
negativity” to refer to documented attitude toward Durham. It
doesn’t mean 50% are involved in negative word of mouth, it means 50%
report being aware of it. It is fueled by a minority of the population
who is extremely vocal. The issue is significant, because people from those
two counties commute to Durham to work and hold influential jobs here,
including many positions in the news media, in state government, at the airport,
and other key organizations. Unfortunately, it dampens visitation,
dissuades newcomers, inhibits economic development and generally gives the
entire Triangle a “black eye.”