It has been a painful week for many. I hope that I can now make sense of some of the news items and give you a little clarification on some of the more pressing topics.
Military Marketing Mobilized After Major’s Arrest
what happened: Prior to his recent arrest on assault charges, the U.S. Army teamed up with actor Jonathan Majors to produce a series of television recruitment ads aimed at young people.
police last weekend major arrested In New York on charges of strangulation, assault and harassment during a domestic dispute. pulled Planned advertising campaigns with majors. The Army hoped to capitalize on Majors’ recent surge in popularity with appearances in “Creed III” and “Ant-Man and the Wasp: Quantumanias.”
On Sunday, March 26, the Army’s Office of Corporate Marketing issued a statement saying the Army was “deeply concerned by the allegations surrounding his arrest.” “While Mr. Majors is innocent until proven guilty, we prudently instruct him to withdraw the ad until the investigation into these allegations is complete,” the statement said.
March 29th army announced This weekend we will be releasing a reworked creative ad just in time for the NCAA Women’s Final Four. Does not include measures.
Communication lessons: Celebrities are no strangers to crisis. So if you are planning to use it in messaging, influencer, spokesperson, voiceover, or any other creative role, it’s always important to have a backup plan in case something goes wrong. And honestly, this can be applied to the actors and celebrities who represent your brand.
Priscila Martinez, founder of The Brand Agency, said the Army provided a masterclass on how to handle these types of situations.
“Army is the gold standard in many areas, and communications is no exception,” says Martinez. “You would be hard-pressed to find an organization with higher standards in all the areas they work in.”
She said Majors’ team maintains he is not guilty of the allegations, but Best regards the Army to quickly retract the ad, remove his voice-over from the planned commercial, and issue a statement. It added that it adopted practices.
“They pivoted quickly, coming up with creative ways to reuse content to keep important campaigns going, not hiding behind the news cycle.”
Ask AI to pause
what happened: March 29 (Wed) open letter Calls for ‘AI labs to pause soon’ have surfaced [training] at least 6 months” About “AI system stronger than GPT-4”.
letter released by Future of Life InstituteIt is a non-profit organization whose purpose is to “keep transformative technology away from the biggest risks”.
The letter talks about the potential for an imminent threat to humanity if the pace of development continues, citing current misinformation trends. Questions include question preparation and questions surrounding all kinds of economic and political implications.
“Powerful AI systems should only be developed if we are convinced that their effects are positive and the risks are manageable,” the letter said.
Communication lessons: Open letters featuring strong signatures are not a new communication tactic. However, when one is released, for example, The Alliance of CEO Climate Leaders open letter Meet with world leaders ahead of the United Nations Climate Change Conference (COP27) to provide time for calculations and discussion.
David Sánchez Carmona, Studio Director and Machine Learning/AI Strategist at APCO, said advocacy letters are a time-honored tool to bring together experts, celebrities, bigwigs, experts, and influential voices to call to action. says it sheds light on pressing issues. And that perception proves to be positive when trying to foster change.
“These open letters are intended to influence decision makers, stakeholders and the public to take the issues seriously and work together to address the concerns raised,” Sanchez said. Carmona says. “In the case of the open letter regarding the moratorium on AI experimentation, the intent is to urge AI labs, independent experts, and policy makers to develop safety protocols, governance structures, and oversight mechanisms to mitigate potential existential risks. It’s about promoting responsible AI development by encouraging it to do so.”
Sánchez Carmona cites the importance of open letters in communication strategies.
- collaboration: Bringing together diverse voices with relevant domain expertise and influence, whether friendly or foe, can amplify your message and make it more compelling.
- clarity and brevity: A clear outlining of concerns, suggested actions, and desired outcomes helps the audience understand the problem and the steps needed to address it, making the language accessible to all audiences. increase.
- timeliness: Proactively addressing pressing issues can create a sense of urgency and encourage stakeholders to take action before the situation escalates.
- Target the Right Audience: To maximize the effectiveness of your message, it’s important to identify and address key decision makers and stakeholders who can drive change.
- storytelling: Rhetorical framing of issues with compelling narratives that highlight potential consequences and benefits can make your message more relevant and engaging.
However, Sanchez Carmona warns that while open letters can raise awareness and foster debate on specific issues, there is no guarantee that they will lead to the desired outcome.
“These letters … can be the starting point for change, but achieving that goal often requires continued effort, cooperation and engagement from a variety of stakeholders.”
Transgender Visibility Day
what happened: March 31st International Transgender Visibility DayIt is an important day for awareness and recognition of the transgender community worldwide. It also promotes education and community empowerment surrounding communities, especially during times that are particularly vulnerable to violence and discrimination.
About 30% of Americans say they personally know a transgender person, according to a 2022 Gallup poll, but that varies significantly by age group. She claims that 19% of Americans over the age of 65 know a transgender person, while half of Americans under the age of 30 have a transgender friend or family member.
Communication lessons: Organizations can show up for the transgender community both internally and externally, especially if a transgender employee works for the organization or if the transgender employee sees you as a potential potential. It is important. Employer.
Jackson Budinger, senior director of communications at The Trevor Project, said it’s very important for companies to start celebrating and acknowledging internally before they make any official statements or announcements.
“Marking the moment publicly can be disingenuous if you don’t prioritize internal support, inclusive and equitable policies, resource sharing, celebration and education,” Budinger says. from inside out. “
Find more resources on how to support transgender employees here.
Harvard Business Review: Creating a Trans-Inclusive Workplace
Human Rights Campaign: A Trans Toolkit for Employers
ThinkGrowth.org: How to Support Your Transgender Colleagues
Have a safe week everyone. you earned it
Nicole Schumann is a senior editor at PRNEWS. follow her @buffalo