Monday, March 25, 2013

Adria Richards and Donglegate

There's quite a bit of conflation out there on articles and posts covering the Adria Richards "donglegate" affair (here's a summary outside of tech sources). While the incident does raise broader related issues of sexism and misogyny in the tech work culture -- and  if nothing else, this incident should be a wake up call for the sector to grow up, face  the social problems of its  culture and deal with it -- that larger discussion can be separated out from the specific actions taken by all parties involved.

There are plenty of poor choices displayed from everyone in this incident to go around.

For the record: I do not in any way condone misogyny and sexism in the workplace by any stretch, and the threats extended to Ms Richards in the wake of the incident are inexcusable.


1. Amanda Blum provides an interesting context of some of Ms. Richards' past behavior. According to  Ms. Blum's blog post, Ms. Richards seems to have a track record  of being offended and not dealing with such offenses in the most effective way possible, and yet she is not above making sexual innuendo jokes herself. However,  sexual innuendos traded on Ms. Richards' Twitter remain in the self-selected of universe of followers and followees, implying some consent to be communicated with.

Did these past patterns of behavior get to the attention of her superiors at SendGrid? If Ms. Richards was hired as a professional communicator or "evangelist"  and then reports came back from the field that she was found difficult to work with, that  would be feedback from customers or business partners  the employer might like to know about.

Gayle Laakmann McDowell responds to Blum's post, delving into details of the previous incidents, but to me,  it misses the central point: If you find something offensive about a conference you're going to participate in, a professional level of behavior is to deal with it privately with the organizers, not in podcasts or blog posts to your own constituents and followers.

2. At least one of the men in question , by his own admission, violated the conference's CoC. Whether you think such remarks are OK, ' its just culture", "she overreacted,"  etc., (I don't buy into any of those justifications, personally) does not change the fact that a breach of rules was  found to have been committed. Whether PlayHaven made a sound decision in firing one of the men involved is a separate discussion.

3. The remarks were not private, even if they were meant to be. In a public place where they can be overheard, they cease to be private.

4.  As Ms. Blum points out,  there were  better options for Ms Richards to resolve the situation than the semi-public course she took. 

One option not taken would have been to simply send the photo and  description of the incident as a text or a DM Tweet to PyCon  rather than making it semi-public.

Lawyers are about to have a feeding frenzy:

5.  Defamation charges against Ms Richards likely wouldn't  hold,  since there was a violation of  the CoC. The issue of taking and distributing people's pictures without their consent is a separate but important legal question. Others in the picture may have a case on those grounds.

6. Basis for legal charges by Ms Richards against SendGrid re termination are hard to comment on, since we don't know the terms and duties of her employment and HR records re performance, any previous incidents, are confidential, so we won't know. Lawyers are ready to dig in, however.

From a PR perspective, and looking forward:

7. Bad form for SendGrid to block comments on their post. Not great messaging in their post, either. They also made discussions disappear on their Facebook page, leaving people to post on their FB recommendations section, until they decided to  scrub discussion there as well. 

Play Haven's FB page is at least allowing the conversation to occur.

Social Media 101 for crisis communications: People will have the conversation, so own and monitor the space where that happens.

Should SendGrid have fired Ms Richards? Not my call to make, but they were silent and then made a large decision with fuzzy explanations. That indicates, to me, either bad PR savvy and/or knee jerk decision making while in panic mode.

8. There are  some interesting ways forward, communications wise, for most involved. In the meantime, everyone involved  I'm sure is lawyering up.  Given the PR capabilities demonstrated so far from all sides, I expect each will let their lawyers handle the messaging rather than pulling together a decent communications team and strategy.

I'm predicting dead silences and "no comments" for a while, then announcements that agreements have been reached.

Thursday, March 14, 2013

carpe diem: media mastery for Pope Francis' election

A crisis planning approach doesn't always have to be deployed in a crisis. If you have a major event that hinges on unknowns -- such as electing a Pope --  the thorough preparation techniques used in a crisis plan can be brought to bear.

The Vatican, it seems,  displayed remarkable media prowess and planning in handling the announcement of then-Cardinal Jorge Mario Bergoglio, S.J.'s selection as Pope Francis.

I was particularly struck by one bit of preparation that, while I can't confirm came from the Vatican (I do have an email in to the Press Office), seems extremely likely that it did.

I succumbed to the Twitter feeding frenzy soon after the white smoke appeared. As CNN was scrambling to decipher the announcement on the balcony from Cardinal Tauran -- all CNN knew was that "he is an Argentinian" --I started scrambling and of course quickly found the Wikipedia page on Bergoglio.  I was reading it as CNN confirmed the selection.

CNN hadn't yet announced the papal name. Suddenly the Wikipedia page changed its title to "Pope Francis"   before any live news announcement in CNN's coverage.

That suggests to me that someone on the Vatican comm team was assigned with a Wikipedia  editor account to do that in real time -- and that is impeccable and impressive communications planning.

In a serious OCD moment, I  dug deeper, cross referencing the Wikipedia version history of the page with the Vatican's timeline.

Per the Vatican, "The Cardinal proto-deacon Jean-Louis Tauran made the solemn announcement to the people at 8:12 pm." I don't know if that's based on when Tauran walks out  to the balcony or starts speaking. Watching unstamped video, Tauran takes about 30 seconds to do the announcement when he starts, with the Papal name revealed at the end.

The Wikipedia page is moved from Bergoglio to Pope Francis at 8:13. 

The editor who moved the page is credited to  MTVArro.



I can't confirm any details of his or her employ, but MTVArro's edit and article history on Wikipedia suggests high knowledge of Vatican procedures and Church history, with little  or no deviation  outside of those spheres, so it's a strong assumption.

What's remarkable is the insight displayed here in knowing what to do:  Understanding that  Wikipedia entries would rank at the top of Google or other search engines as people started looking  up "Bergoglio," reaching Wikipedia was among the very first things Team Vatican did. This takes the PR and social media popular maxim of  "knowing where your audience is" to a new level in my estimation, because the Vatican applied an anticipatory,  forecasting model: it's now ""knowing where your audience will be." And also being able to own or control your narrative at that juncture.

I've written many times on these pages (it's my core philosophy)  that  effective media and content (and they are different) is about understanding user behavior to meet needs. Whether it's porn or looking up a recipe or learning about the new Pope, people seek out the information (content) contained in media (platform) to solve a problem or meet a need.

That breaks down into three areas:  1) identifying that need,  2) how can you help your target audience meet that need, and 3) how does that particular audience like to meet it?

I filter all my media and PR work through this model, and I think you'll find interesting results if you do as well.

Framed against that model, the Vatican's effort here was brilliant.