The recent death of George Floyd while in police custody is a tormenting tragedy.

And the horrific video that depicted his demise is a stunning, and frankly disgusting spectacle.

This unfortunate event, and the subsequent national protests, reveals that… America has a very loooooooooong journey ahead to bridge the gaping racial divide that continues to separate the citizens of our nation.

Many in the business world, however, have seen “opportunity” in these terrible events…

Capitalizing on Tragedy

In the wake of Floyd’s death, I’ve noticed a variety of companies and business leaders make impassioned formal “statements” expressing regret over the tragedy, lauding the Black Lives Matter movement, and pleading for social change.

I have a hunch, however, if you took a look at most of these organizations, you’d be hard-pressed to find many people of color employed or otherwise associated. And those who are involved, are unlikely to be in positions of power or authority.

Thus, these emotional proclamations present as naked PR grabs. Which, for the most, they are. Though, in some cases, I’m willing to allow the sentiments are genuine. Just a bit ignorant and misguided.

But Here’s The Thing…

Most of the folks out REALIZE these faux sympathetic “statements” are, in essence, fake.

And much like “fake news,” fake PR, when revealed (or so shamelessly transparent as to be completely obvious) delivers a uuuuuuuge blow to your credibility.

In turn, such consequences make this approach a losing proposition.

What’s a Better Way to Address the George Floyd Tragedy, the BLM Movement + Growing Social Consciousness Surrounding Racial Inequality?

First off, acknowledge the event. This is the approach I always recommend to my clients (as would any PR flack worth their salt).

Mostly because avoidance or just pretending nothing’s happening, while the world burns in the background, is a REALLY bad look.

Secondly, consider your position in the situation. Don’t have people of color in your organization, or don’t have people of color in any pivotal roles? Fess up.

Admit this fact and acknowledge that failing to grasp the broader social picture contributes to injustice and inequality. Which, at least tacitly, contributes to institutionalized racism. This is what authenticity REALLY looks like. Not serving up a plethora of hollow platitudes.

And by way of being a part of the solution, note that recent events have prompted you to reevaluate the way you conduct your business. (Assuming, hopefully, that’s your intention.)

Finally, make a commitment to this solution a consistent part of your future approach to marketing and PR. All too often, best intentions for crafting a “better tomorrow” are presented as the “ultimate goal,” and then promptly forgotten about.

As the headlines shift to the next big crisis, attentions are redirected. And bright, bold plans for grand improvements go out the proverbial window. Returning to the comfortable space known as: “business as usual.”

Avoid this trap by committing to your vision of a more diverse and inclusive version of your organization. And create a system of checks and balances that help you adhere to this path.

Struggling to Craft Crisis Messaging?

It’s not always clear how or when to respond in moments of a major crisis. Are you flummoxed as to how you should respond to fallout generated in the wake of George Floyd’s untimely death and the national conversation it’s sparked?

Let’s talk! I’m here to help you develop messaging that genuinely reflects your organization’s intentions to strive for equality and justice.