When press releases get personal: 'Bad publicity' does exist, and here's why

When press releases get personal: 'Bad publicity' does exist, and here's why

Summary: In a rare, one-off personal post, I discuss the nature of using flippant, disregarded anti-sex, race, gender and disability comments in press releases and beyond.

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TOPICS: Collaboration
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To be honest, I don't quite know where to begin with this one.

I am a firm believer in that my private life should stay as such. But for one rare occasion, I feel it is necessary to lower the drawbridge and explain a thing or two about myself.

It's no secret that I suffer from Tourette's syndrome. It is an incurable, and vastly misunderstood and stereotyped condition, where young people and old are often misjudged as those who twitch, whistle, shout and most often, swear.

I indeed fall within the stereotype. In some ways it is easier to do so. Those who approach me in the street recognise I suffer from Tourette's; more specifically coprolalia, the 'swearing tic'. But I twitch, and I shout, and I whistle and occasionally honk like a clown's car horn, and often tic 'outside of the box' and outside of the stereotype.

My colleagues here at ZDNet and many wider afield know that I suffer from Tourette's. Many have met me in person and experienced such an odd, confounding but strangely enticing medical condition. It is an 'interesting' condition to have, but given time I found people barely notice it. It seems to blend in like a dull cough at the back of the room or the traffic outside an office window.

Last night, I received an email from a close friend and colleague, forwarding a press release from a company, promoting a book from one particular 'innovation expert' and his effort to counteract the anti-tech leadership. Only three words in the message were directed to me.

"What the f**k".

She was right to say such a thing.

Sent: Wednesday, April 13, 2011 2:02 PM Subject: Tech Tourtetts [sic]: What the $@#*& is Wrong with Anti-Tech Leaders?

With all due respect -

The explosion of technology tools at a personal level and in the workplace has left way too many leaders of industry with Tech Tourettes. From CEO’s to high school principals - leaders across our country are involuntarily and awkwardly tripping and stumbling over technology.  Thought leader and tech innovation expert, Scott Klososky, says that this is unacceptable!

Technology has already altered the way the world operates yet some leaders are waiting for students to teach or for the competition to raise the bar. Klososky wants American business and school leadership to stop whining about how difficult the economy is and about competition from foreign firms and stop ignoring the fantastic palette of technology tools that are available to them, and instead cursing its existence.

My colleagues who had all received the email were repulsed, offended and disgusted. The subject of the email alone indicated a stereotype; clearly used by somebody who had no contact with sufferers of Tourette's, or did not believe it to be a 'genuine' condition.

The PR did not even spell the condition correctly, one of my colleagues pointed out.

After contacting the PR who sent the email, lodging my disdain at her comments, I received an explanation as why the condition was used:

"Zack – I absolutely do not want to offend you or anyone else.  However, I’ve been told that when certain people uncontrollably lose their temper when trying to understand technology they don’t understand their own reactions.  And their reactions are not their typical actions.  I do apologize for offending you."

Tourette's is not an expression of anger. Tourette's sufferers, from personal experience, know why they tic - the main symptom of the condition - and often where the tic comes from.

To use a disability in such a flippant, disregarded way, in a professional press release is abhorrent and downright repugnant.

So why pick on a disability? Is Tourette's and other conditions, like Asperger's, ADHD, autistic spectrum disorder and other similar, generally misunderstood conditions an easy target?

I have suffered - and I use the verb cautiously - with Tourette's syndrome for over 15 years of my life. I was told from an early age that I "wouldn't achieve much", and would "never go onto integrate with society" according to neuropsychologists and child and developmental psychiatrists. The syndrome would be "too much to cope with" for both my family and I, and would have to spend years of my life in care, being catered for while I struggle to cope with everyday tasks.

I do not use the term "suffer" lightly. But I like to think I've proved the naysayers wrong, with only weeks from graduating from university, and months away from starting my masters' degree.

Even Mozart had Tourette's. He clearly didn't achieve much, did he?

One would not use an ethnic difference to highlight a particular issue, nor would one use sexuality, gender, race or religion - or any other particular 'dimension of difference'. It would be almost unheard of in this day and age of liberal attitudes and moral and ethical judgment.

In this case, the email was clear. The content likened those who with Tourette's to leaders in their field who do not either understand technology or do not invest in the 'palette of technology tools'.

Effectively, the illogicality of this argument compared 'experts' who do not fully understand what they talk about, "tripping" and "stumbling" over technology, to sufferers of a neurological condition who cannot fully control their motor or vocal functions.

Joking about disabilities and marginalising those with medical conditions not only cheapens the condition, but trivialises real disorders.

One would hope that in this case - considering I was seemingly the only one of my colleagues who did not receive this email, perhaps for the reason I suffer from the condition in question - common sense would have prevailed.

It clearly had not.

I write about this today, not to in itself trivialise the issue or highlight my personal and professional anger and disdain at this use of an anti-disability reference to a seemingly irrelevant correspondence, but to highlight this issue for one good reason.

To not highlight this sort of behavior runs the risk of perpetuating what could then become a cultural norm.

This sort of professional misconduct cannot go unnoticed and should be prevented. Professional control to quality assurance: it is a simple process that integrates common protocols and policies in organisations to prevent these sorts of misjudgments.

The lesson here is that, while some believe that "bad publicity is still good publicity", it is not as simple as that. In this case, while I could have made the person and the press relations' organisation responsible named in the public domain, I choose not to add flames to the fire.

After all, "when the spokesperson needs a spokesperson", it's time to go.

Bad press does exist, and to align a flippant and non-important statement or press release to a debilitating condition which affects so many, regardless of how misunderstood or ripped it may be in popular culture, is one of the greatest misuses of press relations I have personally come across in a very long time.

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24 comments
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  • Great post

    I also received this revolting and unwelcome PR garbage, and am glad you wrote about it. As a fellow blogger, I am proud to see you take a stand on this issue.
    mkrigsman@...
    • Actually, I could not believe the level of atrocity of such cliche brought

      @mkrigsman@... to this PR letter.<br><br>I still remember how Michael Jackson was forever mocked for "turning into white", while he suffered from vitiligo and skin lupus, or for appearing in pajamas on public, even though he had trauma and court ordering to immediately appear, or his wheelchair appearances, though he had lupus, which, *at times*, hits joints.<br><br>That kind of cruelty is cultivated on all levels -- both big and small.
      DDERSSS
      • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

        @denisrs

        You can believe what you want about MJ, but he has none of my sympathy. As to Tourette's, I think the PR release is simply tasteless.

        However, I object to another few words in the post:

        THOUGHT LEADER?

        Or are we trying to find other synonyms for wanker?
        tonymcs@...
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    As someone who has epilepsy and is married to someone who had polio, I come up against unthinking use like this all the time. When comedians such as John Bishop make livings out of making jokes about those needing built up shoes, or others talk about any disability or affliction in a way that laughs at the person, not with the person, then it goes too far. In this case - way too far.
    csl@...
  • I think you give too much credit to &quot;professionals&quot;

    I see this kind of gaffe occasionally in "professional" media and communications. Like most other occurrences, it almost always stems from simple thoughtlessness or ill-conceived attempts to be witty, and people are usually quick to apologize when it is pointed out to them.
    terry flores
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    I had childhood epilepsy, and luckily have not had a seizure in many years. One of my ex's, her father, and brother all suffered from Tourette's.

    That said, I don't think this would have offended them in the slightest. It wasn't specifically going out of its way to poke fun at Tourette's.

    It was being used to illustrate that often people that we assume to be a certain way are often not actually that way.

    I don't think after having read the content in question that they were meaning to offend or in any way belittle those with Tourette's.

    I do believe however that sometimes in specific circumstances things can touch a nerve, and I think that's what happened here.
    Morpheus Phreak
  • Courageous

    Kudos for speaking out on this. Beautifully, I might add.
    susan.scrupski@...
  • Amen Brother!

    Thanks for laying it out like you did.
    thofts
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    Thank you for speaking out on this subject. I agree that this was probably just a case of thoughtlessness as opposed to any intent of malice, but that really isn't the point, is it? Someone who is putting their message out into the public realm doesn't have the luxury of being thoughtless. For someone who is a communications profession, this is especially true.

    I applaud you for having the restraint to not publicize the person responsible. This is really about the issue at hand and not about the person who crossed the line.
    jjbiener@...
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    An older and wiser marketing guy once advised me: "Never use natural disasters, handicaps, or stock photos of people in your marketing - it never ends well."

    On a related note, I just learned a bunch about Tourette's, so thank you for that.
    abnerg@...
  • James, on American Idol, hast Tourette's syndrome, and he's one of the top

    contestants in that show.

    He takes medicine to control the symptoms, but, every once in a while, his twitching is very apparent, but, it doesn't occur so much during his singing, and only seems to happen when he's having a conversation. But, the talent is not affected by the condition. Nobody was born perfect, and, it seems that, sometimes, the imperfections can make us better at what we do.
    adornoe
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    When we live with a person, in a family or work situation, or just as a friend, we learn to see the person and overlook their differences. But people with differences can still act as humans and do and say the wrong thing. Thank God for grace.
    tomtrevathan
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    Kudos to you both for your response and your restraint.

    As the parent of a (now adult) child with ADHD, I have a small bit of insight into the world as you know it (and I do mean "small" as in a little bit...). One of my firmly held beliefs is that everyone has something that they can use to cry "poor pitiful me", whether it's a medical condition, race, religion, etc...: it's a truly strong person who can accept that accident of birth or choice and move beyond those who choose to belittle , demean or degrade because of it (as you so obviously have).

    Keep up your good work...
    poppaman2
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    I totally agree with your view on how the author of the email used poor judgement in choosing the way she articulated her thoughts. However, the root or meaning of what she was trying to say is clear: Most of our leaders in this country don't know what they're doing when it come to the tech issues that in a lot of cases, they, themselves, are responsible for using, teaching, administrating, etc. I doubt the author meant any malice towards any particular group. It was just her brain finding a short cut to try to get her thoughts out. We need to open our minds here, show a little forgiveness, and move on. As a person who suffers from MS, I know first handed how others can be thoughtless, and even myself can sometimes not articulate a thought properly, and while beating this subject up might make everyone more aware of this thoughtlessness, the real meaning of her message is getting lost. I'll bet she meant no harm. Let's move on.
    Mr. Science
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    You are one very cool dude.
    psion@...
  • Message has been deleted.

    MikeBytes@...
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    Thanks, Zach. I think it was just a lazy PR person looking for a quick, cheap analogy. Unfortunately, it doesn't even work. I hope that whoever this PR person was working for gives them a good talking to, and promptly changes PR companies. This was just lazy.
    peter.bittle@...
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    That's a lot of bandwith consumed above...
    I think William Shatner said it best 30-some years ago:
    "Get a life!"

    EAR
    erapka@...
  • RE: When press releases get personal: 'Bad publicity' does exist, and here's why

    Outstanding article.
    tom@...
  • Motherless Brooklyn

    I presume you have read Motherless Brooklyn by Jonathan Lethem, in which the protagonist has Tourette's Syndrome. Great story, and it taught me a lot about Tourette's. Sorry there are insensitive people out there, and I think you handled it well.
    bmeacham98@...