Not many people would have thought that one of the most likable television hosts in recent memory would get into a PR crisis, and yet here we are. Ellen DeGeneres made headlines recently as allegations of her show’s toxic work culture, racism, and even sexual misconduct went viral on social media. PR practitioners were surprised at the celebrity’s crisis communications strategy – or lack thereof.
We had a quick chat with Kim McKeeman, head of McKeeman Communications – one of the leading PR firms in Raleigh NC – on how Ellen and her team could have handled the situation better.
Q: What went wrong in terms of how the crisis was handled?
Kim: When allegations against a high-profile leader are made, one must allow an appropriate amount of time to investigate and verify if the allegations are accurate and craft a response based on the information gathered. Ellen’s delayed, cookie-cutter response casted doubt on her sincerity.
Q: What does Ellen need to do to start the process of winning her audience back?
Kim: She needs to approach the issue with authenticity, accountability, and real action. The bottom line is, she needs to address the issues right from the beginning. My advice for her and for other personalities in a similar situation is to speak from the heart, especially when authenticity is on the line. This means being vulnerable and letting the public see that soft underbelly that’s so painful for all of us to share.
The concept of command responsibility dictates that a leader should be held accountable for the actions of his or her subordinates. Yes, Ellen might not have known the things happening within her organization in detail, but her actions and communications might have contributed to creating a work culture that allegedly enabled racism or sexual misconduct.
There have been efforts from the show to deflect the blame from the well-liked host, but this could make matters worse as fans might interpret the move as Ellen running away from responsibility.
Q: How could her team’s crisis response improve even further?
Kim: Ellen has a reputation for being a staunch believer in kindness and gender equality. If the allegations are proven correct, she must act swiftly to reform the show’s company culture. Her actions must be firm, fair, and kind.
With the pervasiveness of social media, social listening tools are essential to effective crisis management. These measure the public’s overall sentiment on an issue so personalities like Ellen – and even organizations – can recalibrate strategies accordingly.
I feel that this will not be the end of Ellen’s career; she can bank on the substantial amount of goodwill she has gained over the years to tide her over during this difficult time. But that goodwill must be supported by swift justice, especially for those involved.
Recognized as one of the leading PR firms in Raleigh NC, McKeeman Communications is an independent PR agency working with companies that are experiencing rapid growth or change. We help localize and share messaging that builds awareness and trust for their brands. Visit our website to learn more.
