What Not to Say When You Have Workers on Strike
Handling a strike is one of the most difficult challenges a business leader can face. Emotions are running high, and the company’s reputation is on the line. At times like these, how a CEO or spokesperson communicates can either help resolve the situation or make things dramatically worse.
Unfortunately, some business leaders have said the wrong things, further inflaming tensions and creating PR nightmares. Here are a few key lessons drawn from real-life examples of what not to say when your workers are on strike.
1. Don’t Appear Tone-Deaf to Employee Concerns
One of the most infamous examples comes from Kellogg's during their 2021 strike. Kellogg's CEO Steve Cahillane faced backlash for his dismissive comments about the workers’ demands, which included issues like higher wages and better working conditions. Cahillane argued that the company was already offering a "good package" and failed to acknowledge the specific grievances that led to the strike in the first place. This response came across as tone-deaf and only worsened the public perception of Kellogg's leadership.
Lesson: Dismissing the concerns of your employees will not only prolong the strike but can also damage the company’s reputation in the eyes of both workers and consumers. It’s crucial to listen actively and demonstrate empathy for the struggles of your workforce.
2. Don’t Undermine the Importance of the Workers’ Role
Another misstep occurred during the John Deere strike in 2021. John May, the CEO of John Deere, made headlines for downplaying the importance of the striking workers by stating that the company would continue operations with non-union employees and temporary workers. This message suggested that the work of the striking employees wasn’t crucial to the company’s success.
This backfired not only with the workers but also with customers, who interpreted this as undervaluing the skilled labor that made John Deere products possible. It reinforced the workers' arguments that the company was not treating them fairly, ultimately adding fuel to the strike.
Lesson: Never imply that the workers are expendable. The message should reflect the company's acknowledgment of their critical contributions and focus on finding a mutually beneficial resolution.
3. Avoid Personal Attacks on Workers
In a particularly glaring example, a former Uber CEO, Travis Kalanick, once insulted a driver during a strike against Uber’s wage practices. This was caught on video, where Kalanick got into a heated argument with the driver about falling fares. His remarks were defensive, dismissive, and lacked any empathy for the driver’s financial struggles. The video went viral, prompting a wave of negative publicity that contributed to Kalanick’s eventual resignation.
Lesson: Never engage in personal attacks on employees, especially during sensitive moments like a strike. Even if you disagree with their demands or reasoning, it’s essential to treat workers with respect and civility.
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4. Don’t Downplay Financial Inequities
In 2019, when workers at General Motors went on strike, CEO Mary Barra faced criticism for her enormous pay package, which stood at $22 million, while workers demanded better wages and job security. Even though Barra refrained from making overtly damaging public statements, the mere contrast between her compensation and the workers' pay became a focal point in the media and worker protests.
This is a classic example of how optics matter. During a strike, economic inequities between leadership and workers are often highlighted. If leadership doesn’t proactively address these concerns with empathy, it can lead to severe reputational damage.
Lesson: Acknowledge the economic disparities in the situation and show willingness to address workers' financial concerns. Failing to recognize these issues can paint you as disconnected from the realities of your workforce.
5. Don’t Say “They’re Asking for Too Much”
Leaders must be careful not to frame the workers' demands as unreasonable, which can come off as dismissive and condescending. During the 2023 Writers Guild of America (WGA) strike, several media executives made statements that portrayed the writers’ requests for higher pay and job security as excessive. This included comments from Disney's CEO, Bob Iger, who called the writers' demands "unrealistic." His remarks were widely criticized for showing a lack of empathy, especially considering his multimillion-dollar salary.
This rhetoric did not sit well with the public, who saw the executives as out-of-touch with the real struggles of working-class individuals in the entertainment industry.
Lesson: Positioning yourself as reasonable while casting workers’ demands as excessive can backfire, especially when workers have strong public support. Aim for balanced communication that reflects a willingness to compromise.
What to Do Instead
If you find yourself managing a strike, here are a few essential communication strategies:
Conclusion
Managing a strike is always a delicate matter. But how leadership responds to the crisis can make or break a company’s reputation. By avoiding dismissive, condescending, or inflammatory remarks and instead focusing on open communication and empathy, business leaders can help navigate their way through these tough situations more effectively.
Learning from the mistakes of others who have mishandled strikes in the past will ensure your company doesn’t end up with a PR crisis on top of a labor crisis.