Advertisers don’t understand crisis management

Sports journalist, Sid Lowe presents an interesting defence of the Guardian’s publication of a publicity shot of the Spanish Olympic basketball team showing players “making slit-eyed gestures”.

As a result of a global reaction, the Globe and Mail quotes Toronto Raptors guard and Spanish team member, Jose Calderon:

“We didn’t mean to hurt anyone,” he said. “We apologize to Asian people if they were offended. Spain is one of the most multicultural countries in the world. Maybe some people in Spain come through like that, but in England or the U.S. they have the same problem. We don’t feel we did something bad. It’s wrong to interpret it as racist.”

Yet another example of a non-apology.  Not only is that phrase “if they were offended” used, but those who interpret the gesture as racism are said to be wrong, ie blame is shifted to them. 

Calderon is reported as saying the idea for the shot “came from a photographer” – which is no excuse for players to concur if they felt uncomfortable (which some claim).

The image was used in a good luck advert from the team’s sponsor Seur, a Madrid-based courier company, which not commentedReuters cites another player, Paul Gasol, who plays for the Los Angeles Lakers, as blaming Seur

“…The sponsor insisted and insisted. They pushed because they’re the people that pay the money. It was just a bad idea to do that. It was never intended to be offensive or racist against anybody…”

The team was apparently wearing uniforms sponsored by Chinese sportswear company, Li Ning.  So, I accept there was probably no implication of a sense of superiority or hatred in relation to Chinese people with the posed photograph.  But their PR advisors – and those at Seur – should be aware of cultural issues and recognise that parodying any other nationality could lead to negative reporting.

Even if they didn’t, there seems to have been a total lack of subsequent crisis management.  Interestingly, AdAge believes the uproar is a non-issue and will work to Li Ning’s benefit as it may be seen as cool in Spain for not making a fuss about the adverts. 

Like the first comment on the AdAge post, I wouldn’t take crisis management advice from an advertising publication.  Issues and crisis are defined by others, not ourselves, with publics deciding if they will be active against your organisation. 

Seur, Li Ning and the Spanish basketball team might find this issue is short-lived, but it leaves an online stain on their reputations that won’t be so easily dismissed.  This is a global world – and we need the cultural sensitivity to recognise that, regardless of our own sense of humour.

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

5 thoughts on “Advertisers don’t understand crisis management”

  1. Absolutely correct. Except for the assumption that the Advertising folks would have even thought to include the PR folks in the discussion. Integrated Marketing Communications isn’t about making sure that the exact colour of orange is used on direct mail, print ads and letterhead… it’s about ensuring that corp messaging is correct and consistent across all marketing disciplines.

    Sadly, I’ve seen this situation–granted on smaller scales–happen way, way too often. The ‘disconnect’ between advertising and PR has lessened over the years, but not nearly enough.

    Sure I’m slanting towards the idea that the PR folks didn’t even know that photo shoot was happening. However, if they did… then they’re really the ones who dropped the ball here.

  2. hi… i can ask u a question?
    A study of the use of the term Public Relations in the news media in 1998 by Julie Henderson showed that less than 5 percent of the citings were judged to use the term correctly; 37 percent were negative, and only 17 percent were positive. why Public Relations might be misunderstood or viewed negatively. which is the best example of recent current events (i.e. something that has occurred in 2008)
    what do u think is the best news for it n the argument is?
    hope to heard from u soon

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