This week's PR Roundup features a look at The Economist's poor choice for a publication cover, 7-Eleven Day and its heartwarming partnership and Edelman's newest Trust Barometer report on business and racial justice.
The Economist’s Ableist Blunder
What happened: Last week, a media frenzy erupted following President Joe Biden’s less-than-ideal debate performance against former President Donald Trump on June 27. Both men gave voters pause with rambling replies and inaccurate statements. Biden’s age took on a media blast of its own.
The Economist chose to go for the jugular with its lead story and cover on July 6. The cover story, titled “No Way to Run a Country,” featured a walker adorned with a U.S. presidential seal.
Needless to say, the design was not well-received.
The National Disability Rights Network responded with a statement on July 8, saying “People with disabilities are not a punchline, and that the cover discouraged people with disabilities to run for office.
Dr. Jennifer Arnold, a neonatologist and former co-star of TLC’s “The Little Couple,” published her disgrace with the publication on Instagram, calling it “clearly ableist, disgraceful and offensive.”
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Matisse Hamel-Nelis, an expert on accessible communications and marketing, says the cover was not just disappointing but “profoundly offensive.”
“The damage from this cover spreads beyond The Economist, with other media outlets picking up and perpetuating this harmful narrative,” Hamel-Nelis says. “Using disability to suggest someone is less worthy or capable is pure ableism, and it's alarming how prevalent this is in our media and institutions.”
Communication takeaways: Certainly, an apology will not be enough in a situation such as this, as the damage has already been done and reverberated through the community. Hamel-Nelis says while a public apology is the first step, it’s also important for the brand to clearly explain the steps that will be taken to avoid repeating this mistake.
“This should include an internal audit to understand how such a cover was approved in the first place,” she says. “Revising editorial guidelines is also essential to ensure there are specific policies that represent people with disabilities and other demographics appropriately. They need to be committed to learning from this experience to ensure it does not happen again.”
She also notes the importance of the organization learning from and engaging with the disability community as well as maintaining an open dialogue with readers and the public.
“Seek guidance and feedback from advocates and leaders to understand the impact of the actions and learn from their expertise,” she says. “The mistake has been made and can't be undone, but they must show and share that they are committed to demonstrating a genuine commitment to improvement and inclusivity in the future.”
The Economist has yet to make any kind of statement or response.
Edelman Report Shows Increase in DEI Support
What happened: This week Edelman released its fifth annual Trust Barometer Special Report: Business and Racial Justice in America. Compared to last year, its findings reveal a critical shift, showing that employers are now perceived as the most trusted to confront issues of racial justice.
Some key findings include:
- A majority (67%) of U.S. citizens are concerned about systemic racism and racial justice.
- The amount of people in the U.S. who have experienced racism is rising. Since 2020, the percentage of respondents who say they or someone in their families have experienced racism has jumped nine points (from 41% to 50%).
- Only 23% of respondents say the government is doing well at addressing racism. 54% expect it to take the lead.
- Employers are seen as the institution doing the best at responding to systemic racism (62%) and is the only institution trusted to address racism (71%).
- Companies are expected to recommit to, not retreat from, DEI. Seventy-six percent of respondents say companies should address criticism when DEI initiatives are attacked internally or externally, defending the work and inviting conversation.
- Brands have the potential—and expectation—to address racism inside and beyond their organizations. Seventy-six percent of respondents say when organizations have diverse workforces, they better connect with the public—by building trust and appealing to diverse customers and being less likely to make decisions that worsen racial injustice.
Communication takeaways: Trisch Smith, Global Chief Diversity, Equity & Inclusion Officer, Edelman says this research underscores the importance of engaging the right voices and language in advancing racial justice and DEI.
This work is not just about programs or statements—it's about personal and purposeful engagement with employees and consumers throughout the journey,” Smith says.
Smith also says the findings show that effective communication, led by a diverse mix of messengers, is essential for creating more inclusive workplaces and to address inequities.
“By seeking input, amplifying employee voices and transparently communicating progress, PR practitioners and other comms professionals can—and should—play a pivotal role in helping to advance racial justice and DEI.”
7-Eleven Day (a.k.a. Free Slurpee Day) Brings Summertime Smiles
What happened: Hopefully you had time to stop into a 7-Eleven store for a free Slurpee on Thursday, which was—not ironically—July 11 or 7/11. This year marks 7-Eleven’s 97th birthday, and it made sure the gifts were all intended for others.
For years 7-Eleven has gifted its customers free small Slurpee drinks on July 11. And this year it’s also included a charitable component. The convenience store partnered with Children's Miracle Network Hospitals to create a special edition Slurpee drink cup. 7-Eleven used the designs of Children's Miracle Network Hospitals National Champion, Nolan, 7, to decorate this year’s Slurpee Day cup to bring awareness to the organization and raise support through in-store fundraising campaigns.
“Slurpee Day is more than just a birthday celebration for 7-Eleven; it’s a beloved tradition that brings communities together,” said Marissa Jarratt, Executive Vice President and Chief Marketing & Sustainability Officer at 7-Eleven, Inc.
Communication takeaways: Authentic, carefully curated brand partnerships can bring positive results to all parties. Here, 7-Eleven includes a difference-making organization in its popular day, helping everyone in the process.
Lana McGilvray, Founding Partner, CEO and CMO at Purpose Worldwide says 7-Eleven and the Children’s Miracle Network are stronger together with the Slurpee Day partnership.
“The power of partnerships like this is gold for all stakeholders,” McGilvray says. “Other collaborations like CARE and P&G and Together for Safer Roads (TSR) and ABInBev are proving this again and again. In the case of CARE and P&G, the collaboration is creating a more gender equal world which fosters educational and economic opportunities for women and girls as well as improves access to clean drinking water and proper hygiene. In the case of TSR, what's better than a private public partnership that promotes safer roads in our communities by delivering solutions that tackle risk factors, such as distracted driving, drinking and driving, as well as improving vehicle design and road infrastructure? Right now, Traffic injuries and crashes are a leading cause of fatalities and disability worldwide."
Nicole Schuman is Managing Editor for PRNEWS.