This past week saw not one but two high-profile crisis communications stories – one in the area of sports and the other in pharmaceuticals. The latter is alarming while the former is thought-provoking. Both have sparked great reaction and underscore the importance of thinking before acting and considering the potential ramifications of your actions, both for your constituents and yourself.
Fledgling San Francisco 49ers Quarterback Colin Kaepernick, first of all, created a firestorm of controversy for himself over his defiant demonstration of one, choosing to sit rather than stand during a preseason game singing of the National Anthem. He was protesting, he said, this country’s oppressive behaviors and attitudes against people of color. His actions blew up social and traditional media, with, interestingly enough, a fairly even split between those for and against his stance. Did Kaepernick consider his actions ahead of time? Probably. Did he consider the possible ramifications for himself – including his fight for the starting quarterback position and future sponsorship/endorsement deals? Or, was he instead more interested in making an important high-profile statement that he felt passionately about at any and all costs? After all, while some now view him as unpatriotic others now see a man often referred to in the past as brash, selfish and immature instead as an individual filled with conviction and conscience.
Of more importance to consider is drug giant Mylan’s announcement that they planned to raise the price of their lifesaving EpiPen by 400% as CEO and executive board compensation also rose to – by many estimates – obscene amounts. In the wake of the firestorm that followed, Mylan CEO Heather Bresch initially went on the defensive blaming a ‘broken healthcare system’ for the unavoidable price hikes. The next moment, however, 50% off coupons were being made available while the company also announced it would soon begin offering patients a much more affordable generic brand option.
Mylan’s actions tell me one of three things related to communications counsel. Either communications was not at the boardroom table when the price increases were being discussed; communications input against such action was discounted; or whomever is handling PR for Mylan didn’t have the balls to speak up. I’m guessing it was (1) or (2). The company’s initial actions, as such, reeked of stupidity and greed, in particular for a produce for which there is virtually no competition. Their response, in turn, to the public uproar was almost as pathetic, demonstrating they should never have gone down the path of price increases some were calling criminal in the first place.
The motto of these stories? Think before you act and don’t act before you think because there will be consequences one way or the other. The trick is careful considering ahead of time of what those consequences might be and then, if necessary, taking the path best traveled for ensure future credibility and reputation.