“Token Fluzzies” Unite

Communication and presentation skills combined with appropriate branding can create the message desired, but not always the message received. The right message delivered by the wrong person is damaging and can both offend and distract from the issue or position.

The qualities of a media spokesperson must include charisma, relevance, credibility and above all, one who is appropriate and WANTED by the industry. The latter was not the case for self-appointed spokesman for women’s equality in technology, Vivek Wadhwa. A member of Singularity University, a Silicon Valley and Stanford University think tank, Mr. Wadhwa is being criticized as an un-appointed spokesman for women. According to the Executive Director of Double Union, a women’s studio for creativity in San Francisco,  ” Mr. Wadhwa has kept actual, qualified women’s voices from being heard widely in the mainstream media.”

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Mr. Wadhwa. Photo courtesy of New York Times

Women have criticized Mr. Wadhwa for, “clumsily articulating our cause.” Using quotes like, “token fluzzies” to describe them, many women take offense to this man being seen as their representative, harming the brand of women in technology and the identity of women executives throughout Silicon Valley. Blaming his poor English for many of his harmful quotes, Mr. Wadhwa is adamant that he only wishes to help women succeed. However, several women who know and have worked with him, including Sarah Szalavitz, the Chief Executive of 7 Robot, feel that while “his intentions are good, his message and his voice are actually damaging women.”

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Ms. Sandberg.Photo courtesy of Yahoo News

By contrast, Facebook’s COO Sheryl Sandberg has recently launched a new campaign, based on her book of the same title, “Lean In,” promoting gender equality in ads with NBA and WNBA players. As a woman with an executive position in technology, Ms. Sandberg has all the qualities desired for a good spokesperson on this issue. According to Ms. Sandberg, “Lean In,  is focused on encouraging women to pursue their ambitions, and changing the conversation from what we can’t do to what we can do.”

Even before the media training begins to craft the messages and coach the personality, the chosen spokesperson must be compatible with the issue. Spokespeople are not only important in branding the issue, but must be engaging and credible in the eyes of both the public and the sector they represent.

Caution and appropriateness are advised in all forms of media appearances, especially in ones as personal as spokespersoning.

Racist Rambling

Los Angeles Clippers owner, Donald Sterling, is subject to a lifetime ban and $2.5 million fine for racist remarks. The decision was applauded by NBA players, owners and others connected to the league. NBA Commissioner Adam Silver also said that he would do everything in his power to force the sale of the team.

The scandal stems from the release of an audio tape that recorded Mr. Sterling making racist remarks to his girlfriend, Vanessa Stiviano. Mr. Sterling was scolding Ms. Stiviano for posting pictures of herself with black people to her Instagram account. He said that Ms. Stiviano can do whatever she wants in private, including have sex with black men, but she should not post photos of them to the internet or bring them to Clipper’s games.

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President Obama also responded to the controversy:

“When ignorant folks want to advertise their ignorance, you don’t really have to do anything, you just let them talk. That’s what happened here.”

Mr. Sterling’s reputation is tarnished for his private comments made public. But in this electronic age, no one can afford to say what they should not. The audience is always listening!

A Rose By Any Other Name

 

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ABC’s newest Bachelor,  Juan Pablo Galavis seemed to be homophobic with his remark that gay people are more “pervert in a sense.” And ABC did not give a rose to Mr. Galavis for his comment. Instead they stated that his,

comments were careless, thoughtless and insensitive, and in no way reflect the views of the network, the show’s producers or studio.”

During the interview, Bachelor Galavis said in response to there being a gay bachelor,

“I don’t think it is a good example for kids to watch that on TV. It would be too hard for TV.”

Since then,  Mr. Galavis has apologized on his own Facebook page saying that it was an issue of  the language barrier, that “pervert” was not the word that he meant to use. He also was in touch with a gay rights organization, GLAAD, where he expressed:

“I have heard from many gay Latinos today who are hurt because of what I said and I apologize. I know gay parents and I support them and their families. They are good parents and loving families. I am a father and I know the feel of being a father, why wouldn’t I want my gay friends to also be happy parents?

I also want gay and lesbian youth to know that it is fine to be who you are. Gay or straight, Black or White, Latin or American, what matters here is to respect who we are.

Gay and lesbian people, and the children they are raising, wrongfully face discrimination and I want them to know that I’m on their side.”

Although Mr. Galavis  blames his vocabulary and language barrier, his portrayal in the limelight could have been saved with a few media interview techniques. His struggle for a response shows he also did not receive media coaching in either English or Spanish in order to understand what he should or should not say.

In the media, as in sports, the best defense is a good offense. Having Ready answers to bridge to when the media blindsides you with difficult questions is the answer!

 

Action Speaks Louder than Words

 

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In mid-February, residents of Bobtown, Pennsylvania were awakened by the sound of a massive blast in the town’s Chevron-owned fracking well. The blast killed one worker and injured another. And although the fire is out, residents are still concerned about the gas and heat being emitted into the atmosphere.

In response, Chevron’s Community Outreach Team compensated residents by distributing some 100 coupons for a free pizza and a 2-liter bottle of soda, accompanied by a statement:

Chevron recognizes the effect this had on the community. We value being a responsible member of this community and will continue to strive to achieve incident-free operations. We are committed to taking action to safeguard our neighbors, our employees, our contractors, and the environment.

The letter also included a “toll-free community hotline” that led the caller to the voicemail of an unidentified person.

In making light of this very serious and tragic event, the oil giant turned it into a PR disaster, too. The apology was greeted with social media backlash from Bobtown residents and people around the country.

One blog even opined, “I see a possible new marketing campaign for Chevron: ‘We guarantee your fracking rig won’t explode, or your pizza is free!’”

Chevron would have benefitted more from their pledge striving “to achieve incident-free operations” with a more strategic and thoughtful plan, rather than seeming to buy off the community with pizza and pop.

Residents should have been addressed about the accident head on through a press conference held by Chevron executives and followed through with an investigation.

Moral: Every public relations response should be respectful and appropriate for the situation.