Green Bay Packers quarterback Aaron Rodgers (12) looks to pass the ball against the Washington … [+]
Green Bay Packers quarterback Aaron Rodgers is the latest high-profile individual to lose their role speaking on behalf of or endorsing a company’s products because of their actions or conduct.
On Saturday, Wisconsin health care provider Prevea Health parted ways with Rodgers, who had served as their spokesperson since 2012. CNN reported that the company and Rodgers—who falsely claimed he was vaccinated against Covid-19 and tested positive for the disease earlier this week—announced they were ending their partnership.
The company said in a statement that, “Prevea Health remains deeply committed to protecting its patients, staff, providers and communities amidst the Covid-19 pandemic. This includes encouraging and helping all eligible populations to become vaccinated against Covid-19 to prevent the virus from further significantly impacting lives and livelihoods.”
According to Fox Business, “Rodgers said he realized he was in the ‘crosshairs of the woke mob right now,’ and attempted to set the record straight on his stance regarding the coronavirus vaccine.
“I’m not an anti-vaxx, flat-earther…I have an allergy to an ingredient that’s in the mRNA vaccines. I found a long-term immunization protocol to protect myself, and I’m very proud of the research that went into that,” the Packers quarterback said.
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Las Vegas Raiders Coach Jon Gruden
Last month, Skechers, the shoe and apparel company, ended their relationship with former Las Vegas Raiders coach Jon Gruden after news reports about his leaked emails that used homophobic and misogynistic language.
“Skechers is aware of the recent press reporting on the emails of Jon Gruden, which caused him to resign his N.F.L. coaching position. Upon learning of these developments, we immediately terminated Mr. Gruden’s endorsement contract and our affiliation with him,” Skechers vice president of corporate communications and marketing Jennifer Clay wrote to USA TODAY Sports in an email.
“Skechers believes in equality, fostering tolerance and understanding for all people. It is at the core of who we are as a global lifestyle brand and why we have a zero-tolerance policy for such behavior within our business including those who we formally work with. We believe taking a stand against racist or derogatory comments and for inclusion of all is imperative.”
Silver Lining
There is a silver lining to when companies find it necessary to cut ties with spokespersons who are high profile celebrities, athletes or other individuals: it provides them with an opportunity to reiterate their values, policies, and commitments to the media and their customers or other publics.
And the sooner they do it the better. The longer organizations wait to act, the worse the crisis is likely to get.
Advice For Business Leaders
Attorney Tracy A. Pearson is an expert in organizational change, leadership, ethics, and investigations. When faced with the need to terminate their relationships with spokespersons or endorsers who become controversial, Pearson recommended that corporate executives take the following steps:
Move Quickly
“Brands [that] must cut ties to individuals like Mr. Rodgers need to do so swiftly, publicly, and explain why—what was the conduct and why is that conduct not consistent with the mission and values,” Pearson said.
“If they do so quickly and effectively message the separation, no other action is necessary. It is delay and that delay inciting public outrage that leads to the brand needing to take extra steps to remediate their image by contributing money to causes or creating programs.”
Have A Communications Plan
- Carefully craft a communication plan to avoid making multiple statements to the media.
Craft Messages Carefully
- Repeatedly making statements to clean up prior statements is a common error that erodes confidence in an organization and the brand. If you have to keep cleaning up your message, the first statement was probably uninformed and reactive instead of responsive.
- Organizations are operated by humans and humans want to explain. Long letters and statements lend to language that can be turned around on the organization.
Explain
- The issue of whether the termination is with pay or without is often a contractual one and it doesn’t hurt to explain that to the public.
Acknowledge
- Publicly acknowledge that there is a problem and carefully define the problem without blaming others or implicitly appearing like a victim.
Mitigate Damage
- To mitigate damage to the organization and its brand, the organization should immediately suspend the individual, at a minimum.
Release Reports
- When the organization receives an investigation report [about the incident], they need to share it, with appropriate redactions.
- Organizations need to follow the recommendations that are made.
Maintain Credibility
- Where organizations lose credibility is when they are dismissive, blaming, try to divert attention, and fail to accept accountability.
- They can take responsibility by having a plan to address the problem they face and implementing the plan.
“I cannot stress enough they need to follow-through. The core of leadership is honesty and taking responsibility (“the buck stops with the person at the top”), Pearson concluded.
