Let’s admit it — as marketing and PR have gotten increasingly commoditized and digitized, C level executives have increasingly tuned out this profession. When high level branding and marketing decisions are made, it is often C level executives themselves who craft the messaging. For bread and butter stuff, too often inexperienced and sometimes entry level people are tasked to administrate programs.
This local news story that escalated to national attention is a perfect example of what can happen when corporate decision-makers limit their thinking to what is legal and to what will save them money in the short run. If you haven’t read this story yet, you need to and to draw your own conclusions. I don’t intend to rehash it; however, it is, as Oprah says, “a teachable moment.”
Now, their need for PR is immediate, but it is crisis PR, and frankly, there is no way to “spin” a story like this so the company and the decision-makers come out looking like reasonable people or good corporate citizens.
There may be a very significant backstory here that makes the decision to terminate this woman seem sensible and a practical course at the time. However, it will be forever drowned out by the ripple effect headlines. It will cost a lot more than this employee’s salary during this period to repair the damage to the company’s reputation. In retrospect, it might have even been forehead slapping commonsensical to retain her instead of taking the weasel course of having her “sign a form” before she left. “What were we thinking?” Light bulbs are probably going off now that perhaps a woman taking medical leave for such a selfless reason is the kind of employee any company would welcome back to work.
The truth is that the best companies recognize and appreciate that corporate branding, marketing, and PR is integral to every business decision made by every department, at every level— it is all about customer service, enterprise operations, employee relations, community involvement, industry thought leadership, etc. The littlest things can sometimes have the biggest impact. It is impossible to anticipate everything that might lead to negative headlines or bigger problems, but when experienced marketing and PR people are part of the day-to-day mix, they see things differently and can serve as a conscience and a buffer to what is strictly legal or totally bottom line driven. Without them, even seasoned business professionals can wind up looking very amateurish.