How Do We Fix It: Are You Risking a Ryan Lochte Problem?

It all happened in a flash.

Within 24 hours, Olympic swimmer Ryan Lochte lost all four major endorsement deals after his bizarre behavior in Rio de Janeiro.

Swimwear Speedo USA was the first company to sever ties, saying in a statement that “we cannot condone behavior that is counter to the values this brand has long stood for.”

Ralph Lauren, a hair removal brand and a mattress company made similar announcements, ending their relationship with Lochte.

To limit the damage to its reputation, Speedo announced that it would donate $50,000 to Save The Children for relief aid in Brazil.

The 32-year-old swimmer could lose millions of dollars, because of a false account about being robbed at the Olympics.  His personal brand is in tatters over a catastrophic lapse in judgement.

But for marketers this scandal is about much more than Ryan Lochte. Or at least it should be.

Integrity and trust are crucial parts of any company or institution’s relationship with customers and followers – especially when events very rapidly can spin out of control. Linking up with entertainment and sports stars and other public figures carries risks as well as potential rewards.

Due diligence is required before firms sign endorsement deals.

But much more than this is corporate culture. Are you working with content creators who are deeply guided by a sense of ethics and truth telling?

Speed is vital in crisis communications.  But so is transparency.

All these concerns should be front and center when deciding who to play with in the multi-platform world of marketing and branded content.

Richard Davies is podcaster and podcast consultant.  His firm DaviesContent designs and makes digital audio for companies and non-profits.

 

How Do We Fix It: Time to Stop Sneering At Donald Trump Voters.

imageRetired steel workers union boss Lou Mavrakis is the Democratic Mayor of Monessen, Pennsylvania.  In 2008 he campaigned for Barack Obama.  This year he’s supporting Donald Trump.

“You’re in the heart of where steel and coal was born,” Mavrakis told Martha Raddatz of ABC News. But most of the good jobs have gone and this faded town’s population collapsed from 25,000 at its peak to 7,000 now. Monessen and countless other communities in “rust belt” America are places of pain – plunged into crisis by decades of decline.  Globalization, foreign competition and technology had a devastating impact on working-class Americans.

Asked if Trump could bring back lost jobs, Mayor Mavrakis replied: “I don’t think any one of them could do anything for us, but he’s saying what I want to hear and what everyone else around here wants to hear.”

“I haven’t heard Hillary Clinton say we’re going to bring back steel.”

Mavrakis believes Trump will win more votes in Monessen than any previous Republican Presidential candidate, – telling the Financial Times  voters are rebelling against the establishment just as Brits did during Brexit.

But far too many Democrats – my friends included – shake their heads in amazement about how anyone could be lunatic enough to support him.

“In the land of NeverTrump, it turns out one American is more reviled than Donald Trump. This would be the Donald Trump voter,” writes MainStreet columnist William McGurn in The Wall Street Journal.

The same thing happened during Brexit.  Voters who bucked the metropolitan establishment and decided to opt out of the European Union are sneered at for being anti-immigrant, jingoistic racists.  No doubt, some are.  But people who’ve seen their living standards decline, their dreams fade to gray and their communities fall apart in the past few decades are understandably frustrated by the failure of politicians to address their concerns.

Even if you are disgusted by Trump and believe he’s an unprincipled opportunist, it’s time to look beyond the messenger.

Instead of “contempt for the great Republican unwashed” – as McGurn puts it – a conversation is needed about what many American people are trying to tell us.