Q.
2021 was notable for the negative press around workplace issues regarding diversity and toxicity. Has there been – or should there be – a shift in how PR professionals approach corporate comms? What are the pitfalls to be aware of?
Julia Herd, Five in a Boat: For sure there has been a shift in how PR professionals’ approach corporate comms. The pressure is most definitely on. What is key however is taking a measured approach and not being driven by heat of the moment demands. We also need to look at who is involved in the decision-making process when subjects such as diversity and toxicity arise. Being blunt, unfortunately neither the music nor the games sector are terribly diverse and boards are more often than not made up of white middle-aged men. It is difficult to follow advice from a demographic that has no understanding of the demographics that are often being subjected to discrimination and toxicity in the workplace. We as comms folks need to ensure that we reflect diversity in spokespeople and when we make recommendations about how to handle certain situations, we are properly representing those impacted.
Dean Barrett, Bastion: What the events of the past year have clearly shown is that these are not issues that can be solved through comms. No amount of distraction, distortion and denial can successfully whitewash deep seated toxicity. Corp comms should amplify good practice, celebrate inclusivity and diversity, and promote every form of good practice. If the lack of diversity or the presence of toxicity doesn’t unseat senior management, the use of comms to obscure and detract almost certainly will.
Caroline Miller, Indigo Pearl: It’s tough when you are the agency in the middle of something like this, I guess you just have to hold your values close and give the best and most honest advice you can and hope they ‘don’t shoot the messenger’. But always speak your truth as it will be appreciated in the end; if not by the client then remember your team is watching you and it’s important they feel comfortable with what the agency is saying.
Stu Taylor, Dead Good: I feel there should always be a mindfulness of the current landscape when you’re approaching corporate or general industry PR pitches or stories. For example, if you’re working on a new studio announcement, you can expect that there will be expectations that this announcement will address diversity in the team structure. If you announce your new studio with a photo of an all-white / all-male team, then expect a backlash and a Twitter drubbing.
Gareth Williams, UberStrategist: Some of the corporate statements issued in the past year have been verging on ridiculous, or so poorly prepared, that I’d question whether a crisis comms strategy was in place prior to distribution. We owe it to the players of our games to be a mirror to them, and not look down from above. These players pay our mortgages and put meals on the table, and if we’re still hearing new stories of toxicity or harassment in five years time, we will have failed.
Kirsty Endfield, Swipe Right: A lot of the time statements for possible crisis scenarios are prepared in advance. This can do more damage than good. It’s more important to be available at the time of the crisis, reactive and responsive to the specific situation so people are being heard. Ultimately we are operating in a younger and more forward thinking space and that should be reflected in how we communicate. People want to see accountability and change. When specifically focusing on workplace issues the most important thing is to be empathetic. We spend most of our time at work and not understanding the impact a company has made on individuals is a problem. It isn’t a weakness to sound more human and it can often stop a potential crisis from escalating.
“If the lack of diversity or the presence of toxicity doesn’t unseat senior management, the use of comms to obscure and detract
almost certainly will” Dean Barrett Managing director, Bastion
Febraury 2022 MCV/DEVELOP | 49
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