When we think of crisis media management incidents we tend to recall those which have embroiled some of the world’s biggest brands.
But, as anyone who has been on one of our crisis media management courses will know, a crisis can strike any organisation, no matter how big or small.
And charities are no exception. If we were to look back on the biggest crises of last year it would be hard to look past the one which engulfed Oxfam.
Over the past few days it has been Comic Relief which has found itself in the media and social media firing line, facing accusations of ‘white saviourism’.
The storm centred on criticism from Labour MP David Lammy who said ‘the world does not need any more white saviours’ in response to footage of TV personality Stacey Dooley working alongside the charity in Africa.
He added that 'this perpetuates tired and unhelpful stereotypes'.
The world does not need any more white saviours. As I've said before, this just perpetuates tired and unhelpful stereotypes. Let's instead promote voices from across the continent of Africa and have serious debate.https://t.co/LySa0BXeyi
— David Lammy (@DavidLammy) February 27, 2019
That tweet generated 10,000 comments, 14,000 likes and nearly 4,000 retweets. It also resulted in some disturbing headlines:
Stacey Dooley in ‘white saviour’ row with David Lammy after visit to Uganda for Comic Relief Independent
Stacey Dooley’s Comic Relief filming criticised by MP David Lammy in ‘white saviourism’ row Huff Post
Comic Relief under fire for ‘white saviours’ The Times
Emails show Comic Relief is ‘lying’ about MP David Lammy, says former adviser Huff Post
Whether you believe this is a reputational crisis for the charity or little more than a passing drama, there are lessons others can learn from the way it has been handled.
Attack
Comic Relief’s response to Mr Lammy’s criticism has been bold. In fact, you could go further and say it has gone on the offence.
Not only did it state that it made ‘no apologies’ for sending Miss Dooley to Uganda, but it also called out Mr Lammy for not responding to its attempts to involve him in making a film in Africa. It said: “We have previously asked David Lammy if he would like to work with us to make a film in Africa and he has not responded. The offer is still open."
Our statement regarding the recent 'White Saviour' controversy in the wake of Stacey Dooley's recent trip to Uganda for Red Nose Day: pic.twitter.com/STzorOwg8x
— Comic Relief: Red Nose Day (@comicrelief) February 28, 2019
Taking an aggressive approach to crisis media management and reputational issues is fraught with risk and can easily make difficult situations worse.
During the crisis media management incidents I have dealt with over the years, I have often felt a desire to fight back. No-one likes to be seen as a pushover.
If you have been wronged, and it is likely to cause lasting damage, then there is some merit to that approach.
But in most cases it is far better to stay well away from implying any criticism of those attacking you and try instead to build bridges and positive outcomes.
@comicrelief comms is woeful on the @DavidLammy thing, seem to be going for attacking him now, their tweet to which he’s responding here is “Saturday-night-after-ten-pints-it’s-YOU-who-done-ME-wrong” pseudo-indignant stuff. Quite incredible. https://t.co/hQq5dyGDPE
— Politics Galore! (@PolGaloreScot) February 28, 2019
Reflect
Rather than the ‘we’re right, you’re wrong approach’ taken by the charity, a much better approach for organisations who find themselves in this type of situation is to show a willingness to reflect and consider different viewpoints.
Whether or not you agree with Mr Lammy’s argument, the issue he raises is not a new one. In 2017 Comic Relief faced similar criticism following a video with Ed Sheeran.
For me, its response to the most recent criticism should have recognised that there is a valid conversation to be had on this issue or at the very least show that it is willing to listen to those who do not agree with its approach.
Charities, like other organisations, should be seen as being open to scrutiny and not above being challenged.
Sad to see the tone here or in your recent comms. #DavidLammy is a public figure sure, but he’s not a comic, actor, film maker. And he’s not African. He’s critiquing (thoughtfully) an outdated & damaging trope. Your defensive, passive aggressive comments are a shame.
— SJ Gray (@CyclingforFun) March 2, 2019
Social media
One of the most striking things about the whole incident it that it has been allowed to be played out on social media in front of an audience of millions, many of whom are only too willing to share their own views.
Very silly to let this play out over social media, particularly when the comms team are, in the best case, unaware of the meeting, or worst case purposely ignoring that they happened.
— Andy Robinson (@teddy1197) March 1, 2019
Why are you letting your comms team go head-to-head on twitter with arguably Britain's best current politician? It's going about as well as anyone would imagine. pic.twitter.com/ScKWxG6VI6
— Fergal James (@Fergal_HB) February 28, 2019
Not only did it respond to the original criticism on Twitter, but it has used the same platform to continue the debate with the politician, who is something of a prolific user.
It's simply not true to say I did not respond: we had two meetings in my office. I had hoped - and still hope - your coverage would improve but Stacey's post was more of the same tried tropes. As I told you before, I'm not prepared to become part of a PR exercise. https://t.co/D5K0gI1dSz
— David Lammy (@DavidLammy) February 28, 2019
We did have two meetings, and you didn’t accept our offer to make a film or visit our funded projects. The offer is still on the table if you would like to take us up on it. https://t.co/IIZ9tk4OFv
— Comic Relief: Red Nose Day (@comicrelief) February 28, 2019
You continue to miss the point. Flying me, a British politician, out to speak for citizens of a continent I have never lived on is more of the same patronising fluff. Please invite an African filmmaker, celebrity, farmer, teacher or businessperson to make a film in my place. https://t.co/5heWUWRHZj
— David Lammy (@DavidLammy) February 28, 2019
Social media is a spectator sport and when organisations become embroiled in a head-to head argument it makes for great viewing and gives issues oxygen.
On our crisis media management and social media training courses we tell our delegates to take these conversations offline and not to get involved in a tit-for-tat series of posts. Surely someone from Comic Relief could have contacted the MP’s office and tried to take the issue away from social media.
Each instalment of this particular saga has led to a fresh wave of media coverage.
When organisations do get involved in a social media debate it can also become hard to maintain messaging consistency.
Note how Comic Relief went from saying that Mr Lammy had not responded to its requests for him to get involved, to stating that he had two meeting with them on the issue. Not quite the same thing.
Whether this issue results in a change of approach, lasting reputational damage or little more than red faces behind those famous red noses, there are clear crisis media management lessons here that other organisations can learn.
Media First are media and communications training specialists with over 30 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
Click here to find out more about our journalist-led crisis communication and social media training.
Subscribe here to be among the first to receive our blogs.
