CEO Takes Sprint Into PR Shangri-La

This scenario continues to repeat itself with more frequency these days. Verbal attacks to humiliate various people of ethnic and religious backgrounds while in public. It angers and saddens me at the same time. 

Not long ago, while walking across the bridge into Newport, KY, I was on my cell speaking Spanish with my mom. One of three men walking towards me turned and aggressively stated to me, "Speak English you're in America." 

Usually these types of verbal assaults would end there. Lately however, the frequency and intensity of these attacks have made the news thanks to smart phones and social media. These individuals do not care who is in earshot of their tirade. This woman's inappropriateness (on several levels) played out in front of young impressionable minds. 

This woman was on her cell with a Sprint representative. She was speaking in a condescending manner to the rep, while at the same time hurling racial slurs at a Latino man also waiting for service. The Sprint representative continued to assist this customer via phone, trying to resolve an issue. When the video made it to the media, exposing this woman's behavior towards one of CEO Marcelo Claure's employees and a Latino customer at Sprint, his reaction was inspiring.

Claure addressed the exchange on a personal level however his actions catapulted Sprint into PR Shangri-La! The public relations stratosphere. The destination we, as PR/Marketing professionals strive to continuously and positively place those we represent. Several comments on social media include those making a switch to Sprint.

Many organizations speak to the importance of diversity however inclusion still seems to be a challenge that has not yet been fully embraced. By example Claure's actions solidified the values of Sprint and their respects of employees and customers.

The majority of executives (and PR pros) might be reluctant to speak out about this type of incident. A safe alternative (the norm) would be to send an internal staff memo commending the representative while reminding all of its zero tolerance policy.

Hopefully Claure consulted with his public relations team who helped guide the communications in support of a worthy cause. The majority of media and the public love it when CEO's stand up for a worthy cause i.e. environment, civil rights, animal rights etc.

I commend Claure for addressing a hot topic that continues to repeat itself in such a public way. Indeed he took a risk. It is always wise to include your PR/Media team to evaluate public statements on a case by case basis. In this case, Sprint's popularity ratings increased overnight and by extension, Claure is seen as a hero by his employees and customers. @Sprint Winning.