If You Don’t Like It, Good Luck Taking It Back

Companies make a big mistake when they try to bury bad news. So is the case with Circuit City this morning.

You have to really scour the electronic retailer’s home page for customer news about its Chapter 11 filing.

All you’ll find is this passionless letter that lets consumers know, “We are maintaining our commitment to bringing the focus back to you.”

Perhaps that will change in the days ahead. But Circuit City should have had a more effective crisis communications plan in place before announcing its bancruptcy filing.

Given the commiserative mood of the market, perhaps CC could have even turned consumer sentiment in its favor.