“Initially, GM declined to be interviewed because of the pending litigation, but provided a statement that it held mandatory meetings and closed the plant for a day to have training for every shift.” – CNN
GM’s Crisis Response, Broken Down
In an explosive report by CNN, black employees at a General Motors plant in Toldeo, OH detailed a slew of racist actions and language directed at them by fellow employees and supervisors over several months and years.
Nine employees have now sued the company alleging a hostile work environment.
You can read the article and view the TV report here.Suffice it to say there are enough examples described in the story to cause rightful public outrage, including hangman nooses, “white’s only” signs and the rampant use of the N-word.
Reaction to the report went viral instantly on social media. Many tweeting directly at General Motors. Some saying they would never buy a car from the company unless the allegations were addressed and the corporate culture changed.
THE CRISIS “RESPONSE”
The crisis response from GM? To tweet back. Which isn’t wrong in principle – it’s actually good policy to engage customers and people who are upset.
However, in this case tweeting your regrets and using excerpts from a written statement tweeted out by a corporate suit is simply not enough. Here’s part of what VP of N. American manufacturing Gerald Johnson said, “I’m outraged that any of our employees would be subjected to harassment. GM’s stand is clear: We have zero tolerance for racist or discriminatory behavior. This behavior is unacceptable and we’re going to drive it out of the workplace.”
It’s succinct, lawerly, state’s the company position, shows “outrage and zero tolerance”.
But HOW are you going to drive racism out of your workplace, Mr. Johnson? What exactly will you do? How long will it take? 2020? 2025? Until you have no cars left to sell? These are the things the outraged mob eventually wants answers to!
What’s worse, that canned statement from a VP (apparently, CEO Mary Barra is in hiding after taking jabs from President Trump) came AFTER CNN aired the report. Here’s what CNN was initially told when they asked for comment; “GM declined to be interviewed because of the pending litigation, but provided a statement that it held mandatory meetings and closed the plant for a day to have training for every shift.“
Wait, what? Mandatory meetings and A DAY of training! Oh… well then! That’ll fix it.
Not by a long shot. That initial “response” as well as Johnson’s statement is currently being mocked all over the internet.
HERE’S THE FIX
No doubt, GM made their PR Crisis infinitely worse with their terribly inadequate, short sighted plan. Tweets are good as a first salvo, but there better be some empathy and substance behind them. And a promise of more to come quickly.
Lawsuit be damned – Mary Barra had better go the same clean up crisis response route United CEO Oscar Munoz and Facebook’s Mark Zuckerberg were forced into.
Own the crisis, get on camera, do an interview, express extreme remorse and tell people what you’re really going to do to fix the problem.
Media Training 101 folks – give us a call or contact us at info@FRmediatrain.com
We can make sure you don’t repeat this mistake!