By Arthur Solomon
So, the political correctness/censorship crowd keeps on trying to accumulate scalps.
The latest victim is the “All-American Muslim” reality TV show, which Lowe’s disassociated itself from because of protests from the Florida Family Association, a self-appointed “what’s right, what’s wrong” organization.
I’m glad that the p.c/censorship crowd has the right to speak out because I believe in the first amendment, even when I disagree with what is being said.
Before continuing, let me make three things 100 % clear:
1. I very much dislike the use of vulgarities in every day conversation; in fact, I find such language disturbing.
2. I very much dislike slurs against any special interest, ethnic, gender or alternative lifestyle group; in fact, I find such smears disturbing.
3. I very much believe that no special interest, racial, gender or lifestyle group should be able to define acceptable limits on speech or the arts on their terms. When these groups become self-appointed judges, I find that very disturbing.
I am against censorship, whether government or civilian inspired, but not against self-censorship. That's why I have always been against political correctness (but not against all the goals of the p.c. advocates); in fact, I equate much political correctness with free speech censorship (not a politically correct position to take these days).
There are many targets that the p.c./censorship folks take aim at, from both the far left and the far right wings of the political spectrum. Most people, the famous silent majority (as defined by President Nixon), don’t need others to think for them. But the inaction of the silent majority too often leaves the power in the hands of p.c./censorship advocates.
They direct their fire on politicians, pundits, the media, school boards, libraries, scientists, physicians, advertising commercials, and racial and ethnic groups that go against their beliefs. Not surprisingly, those who profess to be free speech advocates sometimes do a 180 degree turn if someone they support digresses from the company line.
Example: Juan Williams was fired as a senior news analyst by NPR because of comments he made regarding Muslims. But such actions are to be expected by the p.c. crowd, especially NPR, which bends over backwards to show how fair they are as long as discussions echo their view points.
But there has always been one consistent enemy for the political correctness and censorship crowd: the arts.
Not too long ago, "Tropic Thunder," a satire on Hollywood movie-making, now on television, was attacked by special interest groups as being insulting and containing hate speech; there were calls for the movie to be boycotted. Of course, those opposing the movie should make their displeasure known. But it is only a movie.
If the language and portrayals in the movie upsets some people there’s a simple solution – don’t go and urge other people not to go, but don’t try to prevent individuals who want to see the move from seeing it. From a PR perspective, these protesting groups most likely made a mistake. The movie probably received tons publicity that it would not normally obtain, perhaps attracting patrons who wouldn’t normally see a Ben Stiller film. Like me.
Way before Tropic Thunder, "The Merchant of Venice" was attacked for portraying Shylock in an obvious anti-Semitic way. Shakespeare survived and his plays, including “Merchant,” are still performed (as they should be).
Not too long ago, Mark Twain's American classic, "The Adventures of Huckleberry Finn," was victimized by the p.c./censorship crowd, when Twain's words referencing Black and Native Americans were stricken from the book.
As if they didn't' have more important problems to solve, the Governors of New York and New Jersey were trying to put the blame on each other’s state for the characterizations of Italian-Americans in the MTV show "Jersey Shore." Italian-American groups also were unhappy about the show.
Fortunately, "The Sopranos" survived despite attacks that it was unfairly portraying Italians. As one Italian actor told the New York Times, if there were no Sopranos, the ones who would be hurt most would be Italian actors.
Unfortunately, there have been many casualties because of the political correctness/censership campaigns.
In the early days of television, the popular "Amos ‘n’ Andy" show, with a black cast, was cancelled because some groups said it portrayed blacks in an unflattering way. The ones who were most hurt were probably the actors who lost their jobs.
Another causality of the PC/censorship crowd, because of imagined left wing sentiment, was "The Goldbergs," a popular series about Jewish family life.
On Broadway, Irving Berlin’s" Annie Get Your Gun," a musical comedy as American as his "God Bless America," was partially rewritten for Broadway (in this case aka as censored) because it was perceived to be offensive to Native Americans.
And let’s not forget the outcry by the p.c./censorship crowd against comedy trailblazers like Lenny Bruce, George Carlin and Mort Sahl.
Always trying to protect us, the Parents Television Council, the self-anointed arbiter of what should be on television, was appalled about the title of a William Shatner sitcom, a Miley Cyrus music video, a GQ photo spread of a "Glee" cast member and the TV show’s "Gossip Girl" and "Skins," a show that many thought is on the margins of child pornography.
The PTC may be correct, but in my opinion our country has had bad experiences with self-appointed judges. (Check out Red Channels role in destroying many reputations for supposedly communist infiltration of movies, radio and TV during the post World War 2 Red Scare.) Better to have individuals and corporations decide for themselves, rather than be intimidated by Molotov cocktail throwers from the far-right.
Now how does the PC/censorship issue apply to the PR business?
Unfortunately, there are special interests groups just waiting in ambush to attack any entity or individual that advocates a position that they do not agree with. They especially zoom in on targets that will get them publicity - corporations, politicians and the entertainment industry.
Since PR firms are in the forefront of protecting their clients they should know what topics are likely to unleash the attacks and be prepared to act when their client’s are targeted.
Here are a few of my suggestions to account executives who have not been through the wars:
Media Training – This is the first line of protection. During and after my nearly 25 years at Burson-Marsteller, where I played key roles on a variety of significant national and international sports and nonsports accounts and traveled internationally with high-ranking Korean and Australian government and Olympic officials as a media consultant, I’ve witnessed training sessions where clients came away bewildered because they were given so many “don’t do’s.”
I prefer building up the client’s confidence by saying, “Remember, you know more about the subject than the interviewer.” Don’t let the interviewer paint you into a corner if a controversial question is asked and cut you off in the middle of your answer.
Don’t let the interviewer censor you. Insist on completing your answer and keep talking until you fully explain your position.
Interviews – It’s easy for PR people to get in trouble by jumping at every media opportunity that comes along. I try to stay away from taped interviews and 10 second sound bites, both of which can take quotes out of context.
Staffing - On controversial accounts, make certain that the A.E. assigned is fully in tune with the client’s point of views. PR is an advocacy business and you want someone who is enthusiastically promoting those views. (When I was managing baseball’s Gillette All-Star Fan Election at B-M for eight years, I always pushed for greater identification for Gillette. After one meeting at the baseball’s commissioner’s office, my second on the account told me, “You should give more consideration to baseball’s position.” That was the last strategy meeting with Major League Baseball that I let him attend.
Think Ahead – If a client is involved in a situation that some group considers controversial, think like a “gotcha” newsperson. At the very least, prepare a list of negative hard-hitting questions that you believe might be asked. Write a statement that can be used at short notice, of course, clearing it with your client for content before using.
Example: During a possible labor stoppage for a client I supervised at B-M, I prepared three statements: the first saying the client hopes that the situation can be solved to everyone’s satisfaction without a strike; the second saying if there is a strike, the client hopes it will be ended quickly and amicably and the third offering congratulations to the labor negotiators for preventing a strike.
I’m On Your Side - Make certain that your client knows that you are his advocate and that you can be trusted not to divulge any information that is proprietary. Explain that it is in everyone’s interest that you are not provided with incomplete information and that you need to know the truth in order to formulate an effective crises communication plan.
Be Candid - Make certain that all information provided to the media, either as background or during an interview, is truthful. If you feel that information you are receiving is incomplete, tell your client that if you feel that way, most likely so will the media. Never lie to the media. If you get caught (and you most likely will) it will hurt you, your agency and the client. Instead of hedging your answer to a question, use the phrase “proprietary information,” sparingly, and only if absolutely necessary. And never, say “no comment” or offer “off-the-record” comments.
Be Responsive - Tell inquiring news people that you’ll get back to them shortly, and always do so in a reasonable amount of time. And don’t fall for the reporters, “I’m on deadline and need to speak to someone in the next 10 minutes.” Your client’s interest comes first.
If you feel that some of my positions in this story are offensive or insensitive, I apologize. I didn’t intend it to offend. But I draw the line at having special interest groups be my judge and jury about what I can say or think.
* * *
Arthur Solomon is a former senior VP at Burson-Marsteller, where handled national and international accounts. He is available at [email protected]. |