Netflix fires exec to preempt backlash over racial slur

Netflix wants everyone to know it will not tolerate racism.

The company quickly removed its chief communications officer, Jonathan Friedland, after CEO Reed Hastings discovered at least two instances of Friedland’s using the N-word among co-workers.

The New York Times reported:

The chief executive of Netflix fired the company’s chief communications officer on Friday after he “showed unacceptably low racial awareness and sensitivity” in using a racial epithet at least twice in the workplace, according to a company memo.

The chief executive, Reed Hastings, credited the communications officer, Jonathan Friedland, with helping to strengthen Netflix’s brand around the world and making it successful.

But those accomplishments were not enough to outweigh his workplace behavior.

The news emanated from a leaked internal memo and spread through social media posts.

Hastings’ memo to Netflix employees was published in its entirety by The Hollywood Reporter. It stated, in part:

Jonathan contributed greatly in many areas, but his descriptive use of the N-word on at least two occasions at work showed unacceptably low racial awareness and sensitivity, and is not in line with our values as a company.

[FREE GUIDE: 3 helpful tips for your crisis comms prep]

Friedland shared the news of his departure on his Twitter feed:

I’m leaving Netflix after seven years. Leaders have to be beyond reproach in the example we set and unfortunately I fell short of that standard when I was insensitive in speaking to my team about words that offend in comedy.

— jonathan friedland (@jsf33) June 22, 2018

I feel awful about the distress this lapse caused to people at a company I love and where I want everyone to feel included and appreciated. I feel honored to have built a brilliant and diverse global team and to have been part of our collective adventure.

— jonathan friedland (@jsf33) June 22, 2018

The move comes as companies wrangle with public brand identity surrounding race. Starbucks closed thousands of stores for a day of racial sensitivity training, and other businesses have struggled with employees’ actions stemming from racial bias.

By quickly dismissing Friedland, Netflix leaders hope no one will doubt its values. However, some have questioned the move.

@Netflix is firing the Chief of Comms for using
The N-word
Not the euphemism N-word, but the actual N-word

It seems like it was done during a discussion of sensitive words, not in describing a person or group

I'm not justifying use of the word
But we've reached a bizarre stage

— Jim Hanson (@Uncle_Jimbo) June 23, 2018

Others pointed out that Friedland had created an unsafe work environment:

It’s not a double standard. You’re just another old dinosaur of a white dude who doesn’t understand. He made people uncomfortable at work...and then did it again. @jsf33 cooked his own goose.

— Ryan Thon (@rmthon) June 23, 2018

Here are some lessons from Netflix’s response:

1. Be swift and decisive.

Netflix firmly communicated its values by working fast and showing it had more concern for minority employees and consumers than it had for a lone executive who had put his foot in his mouth. Companies communicate priorities when they choose how to handle situations and whether to offer clemency or action.

Brand managers should remember that internal actions provide external messaging opportunities.

2. Don’t tweet and delete.

Although Friedland did tweet remorse for his actions, he later shared his dismay over his firing in a tweet that he would delete—but not before The Hollywood Reported grabbed a screenshot.

It wrote:

He later tweeted out, "Thanks. Rise high, fall fast. All on a couple of words...." and then quickly deleted it. THR obtained a screenshot of the tweet before it was removed.

Take note communicators: Twitter is permanent, even if you delete your tweets later.

3. Use your internal messages externally.

Much of Netlfix’s response comes from the internal memo Hastings sent to employees. Though the memo specifically addresses internal stakeholders, it is an important document for sharing with the wider public.

By keeping the memo free of jargon, insider shorthand or other confusing rhetoric, the memo functions both as an internal explanation and an external statement of purpose for the brand.

Communicators should remember that in today’s media climate, you are rarely talking to just the people in front of you. Be prepared for your words to live on via the internet—in publications, blogs and social media posts—perhaps in perpetuity.

What do you think of Netflix’s message, PR Daily readers?

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