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… and why we are doomed.
What follows is from the point of view of a marketing professional. It’s an article giving advice to brands that have been “canceled.” How to respond. How to stay out of trouble.
The underlying assumptions are frightening. It is taken as a given that association with Trump in particular, any Republican in general, and any viewpoint that is not woke-ist is at best “a lapse in judgment” and probably “a colossal error.”
One of the prime examples cited:
For US fitness brands Soul Cycle and Equinox, the issue was party politics – with model Chrissy Teigen urging her fans to cancel their memberships after learning that owner Stephen Ross was hosting a Donald Trump fundraiser.
The marketing/PR advice:
Some of these lapses in judgement require a fundamental change in corporate culture from the roots up …
“The core principles for managing this remain the same though,” he says. “At a very basic level these are: apologise where you can, try to get ahead of the story by acting quickly and then learn from your mistakes once the crisis is over.
The biggest issue for me in crisis situations has been when clients won’t acknowledge that they have made a colossal error,” she reveals. “They want me to find a way to calm down the comments on Twitter, as opposed to taking responsibility.
“Coming up with a bogus platitude such as ‘that Republican investor is rarely involved in the day-today business’ is just insulting to those you buy into your brand. Apologise, be specific in where you went wrong.
This is the Professional PR and marketing advice corporations are getting. It is essentially — cave-in to the mob immediately. And the underlying assumption is chilling: that so much as having a Republican investor is something to apologise for and needing correction.
Digital media, search, and social media have become the new commanding heights of the economy and society. Those critical points are controlled by the Left’s woke activists. The marketing and PR people recognise this and advise their clients accordingly. Small wonder that businesses react as they do. But it spells bad news for the rest of us. There is no counterbalancing force that I can see. Without that, this is only going to get worse. Much worse.Published in