"Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position." PepsiCo statement, April 2017.
When formulating effective PR and marketing communications, it can be tempting to piggyback off interesting topics, add your voice to the zeitgeist, and leap into causes and campaigns that are trending in the public eye. A current and newsworthy message is a powerful communications tool for any business or brand but, in the rush to add to a public conversation, one crucial aspect of PR that can be overlooked is the importance of cultural and social sensitivity.
In the modern age, it's expected that business owners and brand advocates will ensure their messaging not only resonates with their target audience but also demonstrates a deep understanding and respect for the diverse experiences and perspectives that shape our world.
One prime example of how failing to recognise this can have disastrous consequences is the 2017 Pepsi TVC, featuring Kendall Jenner, that sought to capitalise on the Black Lives Matter protests. This misguided attempt to appear "in touch" and relevant was widely criticised for its trivialisation of a serious social movement, and for its blatant appropriation of a struggle that was not the brand's to represent. The backlash was swift and severe, and it served as a stark reminder that jumping on a trending topic just because it's popular is a dangerous game that can quickly backfire.
The key lesson here is that cultural and social sensitivity in PR and marketing is not just a nice-to-have or unfortunate annoyance – it's an essential element of effective communication. When we fail to recognise the nuances and complexities of the stories you aim to tell, you risk causing harm, perpetuating harmful stereotypes, and alienating the very audiences you're trying to reach.
So, how can you ensure that your PR and marketing efforts are truly inclusive and respectful? Here are a few important considerations:
1. Understand your audience
Before you even begin crafting your messaging, take the time to deeply understand your target audience. Who are they? What are their lived experiences? What are their values and beliefs? By gaining a genuine understanding of the people you're trying to reach, you'll be better equipped to create content that resonates authentically.
2. Seek diverse perspectives
Surround yourself with a diverse team of collaborators, including individuals from different cultural backgrounds, age groups, and lived experiences. Encourage open and honest dialogue, and be willing to listen and learn from perspectives that may challenge your own assumptions.
3. Tread carefully with sensitive topics
When addressing sensitive social or cultural issues, approach with the utmost care and consideration. Ask yourself: "Is this my story to tell?" If the answer is no, it may be best to refrain from commenting or - better still - use your platform to amplify the voices of those directly affected.
4. Acknowledge and correct missteps
Even with the best intentions, mistakes can happen. If you inadvertently cause offense or perpetuate harmful stereotypes, be quick to acknowledge the error, apologise sincerely, and take concrete steps to address the issue and prevent it from happening again.
5. Continuously educate and evolve
Cultural and social sensitivity is not a one-time checkbox – it's an ongoing process of learning, unlearning, and growth. Stay informed about the latest trends, issues, and perspectives in your industry and beyond, and be willing to adapt your approach as the landscape evolves.
By embracing these principles, you'll not only create more effective and impactful PR and marketing campaigns, but you'll also contribute to a more inclusive and equitable business landscape. Remember, the stories we choose to tell and the way we tell them have the power to shape perceptions, challenge biases, and foster greater understanding and connection. Let's ensure that we're doing so with the utmost care, respect, and sensitivity.
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