My Controversial Take on Controversy

Humanity has taken huge steps to right history’s long list of wrongs. With that, we enter the age of accountability. As a society, we are standing up to prejudice and injustice more than ever before, knocking down barriers where possible.

One method of taking action that we see frequently used in pop culture is de-platforming public figures who “abuse” their influential position, otherwise known as cancel culture. It’s where influencers or celebrities are hyper-exposed for wrongdoings, causing them to suffer the consequences of low viewership, content engagement, and public shame. Today, especially in my generation (Gen Z), we are seeing this more and more. Old videos and tweets of public figures seem to surface daily, resulting in the absolute destruction of lives and careers. My stance on cancel culture is nuanced and unpopular. Before I go on, let me make something crystal clear. I by no means support ignorant activity in any way, shape, or form. Nor do I support immunity for those in the public eye. Let’s dive in. 

When I became acquainted with the practice of PR, the first area of focus that sparked my interest was crisis communications. I found the idea of managing a brand crisis thrilling and loaded with pressure. My client is wrapped up in a controversy—how can we handle this?

If you’re like me, and your best ideas are born when you’re down to the wire on time, I’m sure you know what I mean. My interest in crisis comms connected well with cancel culture behaviour in today’s public scene. When the latest influencer takes the heat of one thousand suns from the general public, I wait for their apology video to analyze and consider what I would’ve done differently if I were their publicist. But as I learned more about crisis comms, the practice of PR, brand management, etcetera, I began applying this hyper-analysis to my everyday thoughts. Thus, my criticism was born. I believe that a society with such a desire to cancel is not a society where change is fostered and encouraged.

I don’t suppose I’m the only one in the PR professional community battling this nuanced and unpopular opinion. The dust-pan and broom twenty-something within me wants to hold everyone accountable for their mistakes. But as an empath and brand medic, I should remind everyone that we are human, and mistakes are destined to be made.

While I agree that many public figures deserve punishment and sometimes months-long hiatuses…I don’t think all those in the public eye deserve to have their lives ruined over mistakes or sour histories. That is what re-education is for, making positive changes for the future. Cancellations must remain a short-term experience with results. A few moments in the corner is fine, a lifetime though? I can’t support that on all levels. Let’s have no illusions here, there are many situations that have surfaced, leading me to agree that the public figures in question absolutely deserve to be deplatformed. But I try my best to think critically in those cases. As an average person and someone who is PR trained, that’s my duty.

To end this hot take, I’ll encourage you to cancel wisely. As PR professionals, I believe it is our duty to be the voice of reason in these situations. While nobody has a badge of moral and ethical superiority, it should be up to us to locate strategic and genuine apologies, with actions made to learn and change for the better. Advocate against misunderstandings, and encourage your clients and loved ones to strive to be better, and quash ignorance and bad behaviour with every step. That includes fostering an environment for change and improvement.

At the end of the day, it’s our job to manage, rescue, and mend brand images. How can a publicist do their job if the public already has their mind made up before an apology even hits the World Wide Web? Let’s think strategically and be smart and graceful when victims of cancel culture are rebuilding their images.