In an article written by Brian Stetler for CNN (December 21, 2013), entitled: “Company parts ways with PR exec after AIDS in Africa tweet,” we are once again reminded that no one is above ethics. A lack of ethics will catch up with successful executives, world class athletes, a renowned physician or even a public relations star. In this case, the star’s name is Justine Sacco who worked for a PR agency named IAC.
Ms. Sacco, enroute to South Africa for an extensive vacation, sent out a “tweet” that some critics have named: the “tweet heard round the world.” Her use of the social media resulted in her firing but more so, gave us a troubling look inside her soul. The 140 keystroke message said: “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!”
After her firing, her company issued (according to the article) the following statement:
“’There is no excuse for the hateful statements that have been made and we condemn them unequivocally,’” he said. “’We hope, however, that time and action, and the forgiving human spirit, will not result in the wholesale condemnation of an individual who we have otherwise known to be a decent person at core.’”
She may or may not be a “decent person,” and that is not up to me to decide. The carefully crafted statement by a PR agency, an agency that specializes in carefully crafted statements, is at one time an attempt to “Distance,” and is at another time, an attempt to remain loyal. It is a statement that is already trying to “spin” that what she did as being an unfortunate mistake.
Chuck’s No Spin Zone
Ms. Sacco’s position was as the head of corporate communications, which makes her statement minimally, incredibly irresponsible. She earned her success by cultivating the media, by giving the media what they needed and in turn, the media rewarded her with success. The media has come back at her with vengeance.
Without filter, without a PR screen, or a feel good statement, I want to remind everyone covering for her of things they should already know: AIDS is a deadly awful disease; it is still killing without regard to race, age, gender or sexual orientation. Racism is wrong. Racist comments are wrong.
Ms. Sacco, in one single, stupid statement managed to express insensitivity to the suffering of others; to the devastation that AIDS has caused Africa; to the millions of lives that have been lost and to the blatant arrogance of someone who feels her skin color makes her superior.
Thoughts
There will undoubtedly be those who will use this mess-up as an example of the power of the social media – and how the social media can make or break people. Others, and this is again according to the article, rushed to defend her because “she was on an international flight” while her tweet went viral and she couldn’t offer rebuttals.
To both of those thoughts I again “throw the horse-feathers flag.” To the first thought, that this is an example of a social media screw-up, I categorically reject any attempt to use this as an example. Whether Ms. Sacco used the social media, radio, a desk-side visit with a home and garden reporter at a newspaper or at a podium in front of three people, there is no excuse for comments of that nature. That she was on an international flight and could not defend herself is irrelevant. Her comments deserve no defense.
I am all about second chances, and anyone who has ever heard me speak or read one word that I’ve written understands that. However, second chances must come after change.
Ms. Sacco doesn’t need defenders; she doesn’t need others to talk about her basic decency; she doesn’t need spin. She needs to look inside her heart and to understand her words and the weight of her words. I can’t get inside her mind or her soul – no one can. She is the only one who can take that journey.
If her “tweets” (there is apparently a history) are sometimes stupid or offensive, and if they were alcohol infused, then perhaps she needs to get clean and sober. If AIDS is a joke to her then perhaps she might want to devote part of her life to help those afflicted with the disease – or any disease for that matter. I don’t know if she is a racist. If race is a problem for her, maybe she needs to understand why.
I wish her no harm, but an awakening. However, and I want to make this clear, no one can take this journey for her. Her apologists, and there will be many, mean nothing to me. How her ethical actions cause her to change, mean everything.
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