When Racial Insensitivity Causes PR Crises

Navigating the complexities of modern media and public sentiment is challenging for even the savviest brands. And even when guided by the best intentions, companies and individuals can say or do things that come across as tone-deaf and insensitive, putting their hard-earned reputations on the line.

Oftentimes, without proper counsel, companies make the mistake of not communicating with their internal and external stakeholders. They don’t respond to the media, and they put off issuing an apology, hoping that the firestorm blows over. This, however, is a losing strategy, because by the time the company is forced to respond, the negative narrative has already solidified around them.

Over the years, Red Banyan has helped dozens of clients navigate situations involving accusations of racial insensitivity. We help clients act quickly and competently, stepping in to respond to criticism, anger, and frustration directed at their brand.

Quick links:

What is racial insensitivity?

What is the difference between ‘racist’ and ‘racially insensitive’?

Examples of PR crises caused by racial insensitivity

Four things companies should do during a Diversity, Equity, and Inclusion (DEI) crisis

How Red Banyan handles racial sensitivity crises for our clients

What is racial insensitivity?

Before we delve further into the subject, it’s important to understand the meaning of racial insensitivity as a term.

Oxford Learner’s Dictionaries offers a definition of racial insensitivity as a lack of awareness or care for how other people feel.

In other words, when someone is racially insensitive, they can say or do things that may offend people of different racial backgrounds, often due to ignorance or neglect of how these actions are perceived or impact others. This lack of sensitivity can manifest in various forms, including comments, jokes, advertising campaigns, or company policies that perpetuate stereotypes or marginalize specific racial groups.

What is the difference between ‘racist’ and ‘racially insensitive’?

It’s important not to confuse being racially insensitive with being racist.

The key difference between them is intent. A person who is “racially insensitive” is tone deaf to the things they say, which may be inappropriate or insulting to individuals of a certain race. For example, asking an Asian person if they are good at math or assuming they will know about tech just because of their race would be racially insensitive.

While such behavior may be ignorant and could be considered rude, it usually does not stem from malice or hatred.

Outright racism, on the other hand, is driven by animosity and fear and is typically deliberate. Nonetheless, the line between ignorance and racism is not always clear, and ignorance can only be taken so far as an excuse.

Examples of PR crises caused by racial insensitivity

In recent years, we’ve watched many brands fight accusations of racially tone-deaf content by consumers.

For example, in 2023, KFC’s “finger lickin’ good” campaign faced backlash for being racially insensitive. The ads, which ran in Canada, depicted two Black men and a woman of color eating fried chicken in a manner that many argued played into outdated and racially insensitive stereotypes.

The same year, luxury brand Dior was accused of racism for a social media post that showed an Asian model pulling the corners of her eyes. This gesture was criticized for mimicking derogatory caricatures of Asian facial features, which many found offensive.

Donut company and coffeehouse chain Krispy Kreme also came under fire for its commercial that aired in Australia and New Zealand where the brand spelled the word “congrats” replacing the letter “o” with two donuts. The campaign quickly went viral when people pointed out that the word “c*on was an extremely offensive racial slur directed at people of African, Australian First Nations, and Pacific Island heritage.

Each year, brands put themselves in the hot seat by publishing content to honor cultural events and heritage months they don’t fully understand. Instead of merely ticking a box, if genuine and thoughtful participation isn’t possible, it’s better to opt out. Brands should take lessons from past blunders of others and avoid making similar mistakes.

Four things companies should do during a Diversity, Equity, and Inclusion (DEI) crisis:

1. Acknowledge your mistake: The longer you wait to clear things up, the stronger the negative narrative around your brand grows. To move past the controversy, it’s important to swiftly acknowledge the issue and communicate openly with the public about the steps being taken to address it.
2. Communicate with both your customers and your employees: Make sure to directly address those who have been affected or offended by your mistake. Acknowledge their perspectives and concerns. Don’t overlook the importance of internal communication. Your employees are your most powerful advocates. If there is mistrust and resentment among your team, they can share their frustration and disappointment on social media, which can exacerbate the crisis significantly.
3. Commit to necessary education and training: In order to prevent a similar incident from occurring in the future, it’s important that you and your team actually understand why your actions or your content were racially insensitive. Depending on the DEI-related incident, identify ways to improve racial sensitivity within your company and implement comprehensive training programs focusing on diversity, equity, and inclusion.
4. Listen to the junior people on your team: Younger and less senior employees are often more attuned to current cultural sensitivities and can offer fresh perspectives on the situation. Encourage open dialogue across all levels of your organization, allowing junior team members to express their views and concerns on racially sensitive topics. This can lead to more inclusive decision-making and help identify potential issues before they escalate.

How Red Banyan handles racial sensitivity crises for our clients

If you contact us regarding a DEI-related crisis, the first step we’ll take is to honestly assess the damage that has been done. It’s important to really listen to the voices of those who feel that have been marginalized or injured to fully grasp the severity of the crisis.

Next, we’ll come up with a comprehensive crisis response plan, keeping all lines of communication uniform so that everyone, including your legal counsel, is on the same page. We’ll make sure that the message is clear and concise, acknowledging the hurt caused while also supplying a list of actionable items to ensure that change is coming.

These action items will be presented with a plan for rollout that is aggressive while still being feasible. For example, an action item for a company could be a pledge to donate funds towards a charity that assists marginalized groups or hiring a racial sensitivity coach to work with an employee or involved person.

For an individual, an action item could be reaching out to a representative of a marginalized group for a conversation and/or apology with a promise to donate to a charity of their choice. When an instance of racial insensitivity has occurred, people will not accept empty promises. You have to be ready to do the work.

While these mistakes can happen to anyone, Red Banyan is also proficient in assisting companies to ensure that they do not happen again. Our media training, crisis management, and reputation repair services will send you into the future with your best foot forward.

We’ll direct you to (and through) all of the correct and necessary channels to repair your image, be it through public apology, social media campaigns, search engine optimization, or a media campaign.