Twitter CEO Won’t Duck Challenge (But Should)

costolo11 Twitter CEO Wont Duck Challenge (But Should)

THE PR VERDICT: “D” (PR Problematic) for Twitter CEO Dick Costolo.

Feisty Twitter CEO Dick Costolo never shies away from a flame war, slugging it out in 140 characters or less with all comers. His firm’s forthcoming IPO was apparently no occasion for him to consider toning it down. This time, he’s taken to task critics of Twitter’s virtually all-white, all-male leadership.

Going into its IPO, Twitter, as the New York Timenoted last week, has no female investors, no female board members, and only one woman among its top executives. And she was hired just five weeks ago. Those numbers aren’t rare in Silicon Valley, but that’s hardly cause to forgive the oversight, as Twitter’s critics noted. “The fact that they went to the IPO without a single woman on the board, how dare they?” said Vivek Wadhwa, a Stanford professor.

Twitter declined comment on the matter, but not Costolo. In a tweet, he reverted to name-calling, comparing Wadhwa to Carrot Top, an outlandish, hyperbolic comic. The battle was quickly joined, and while Costolo might have a point, is this really the story his company needs right now as its IPO filing comes under scrutiny?

THE PR VERDICT: “D” (PR Problematic) for Twitter’s Dick Costolo, for letting his ego get the better of him at a critical time for his company.

THE PR TAKEAWAY: Choose your battles, and your timing. For one, Twitter’s corporate demurral on the subject looks a little silly next to Costolo’s tweeted tirade. For two, why create needless distraction right now? Sure it’s not likely the kerfluffle will adversely affect the IPO share price, but what was gained? A more mature response might have given the opportunity to engage constructively on an important tech industry issue – the dearth of women in leadership roles. More generally, though Costolo has won praise for corralling an unfocused, wayward company, shouldn’t a CEO be striving consistently to raise the bar on level of discourse instead of knocking it down a few notches? One hundred and forty characters can be used for good, but it’s surprising how much damage can be done by one character’s bad attitude.

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William Dentzer About William Dentzer

William Dentzer, a San Francisco-based writer and communications/media consultant, has managed corporate communications and media relations at global firms such as UBS, Bain & Company, The Associated Press, and British consultancy Arup. He previously served as a mayoral press secretary and was a longtime political reporter and columnist with the Gannett newspaper chain in New York.

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