Even when public relations scandals are properly handled, they can continue to thrive when an event triggers a national conversation. Last week, the National Basketball Association banned Donald Sterling, owner of the Los Angeles Clippers, from the NBA for life after racist statements he allegedly made went public. Basketball legend Kareem Abdul-Jabbar pointed out that Sterling’s racism had been known about for years; action was taken after bad press went viral. Spurred by the larger issue of racism in America, the media continued to look for a story – and found one, in Sterling’s association with the National Association for the Advancement of Colored People.
Los Angeles NAACP President Leon Jenkins resigned last Friday after reports that Sterling was to receive a lifetime achievement award from the NAACP. This would make two NAACP awards for Sterling. The first, for promoting civil rights, was given in 2009, the year Sterling agreed to pay a $2.7 million settlement after the US Justice Department sued him for allegedly refusing to rent apartments he owned to African Americans and Hispanics.
“In order to separate the Los Angeles NAACP and the NAACP from the negative exposure I have caused,” Jenkins said, “I respectfully resign my position.” Appropriate action, but again, it may not stop more negative fallout.
THE PR VERDICT: “D” (PR Problematic) for the NAACP.
THE PR TAKEAWAY: Internal review of public decisions is a must. Lifetime achievement and other awards, especially those given to public figures, will be featured in the media. As such, they should be carefully reviewed by the organization that will be represented by these figures. Jenkins is at fault for giving Sterling, a known racist, these awards, but did he act independently? Surely higher-ups must have known. They’re now likely shaking in their corner offices.