Filed under: News


In Search Of Justine

Dec 22 2013, 10:41am CST | by

In Search Of Justine
Photo Credit: Forbes

Of all the pontificators on Twitter who weighed in on the unfortunate Friday night fiasco featuring one Justine Sacco (in absentia), several of them struck a chord with this PR pro. I personally weighed in to suggest that the ready-to-pounce Twittersphere give Ms. Sacco a break until she resurfaces to explain herself:

@mathewi @samfbiddle @JustineSacco I don’t see how the IAC comment “suggests she wasn’t hacked.” Jury’s still out on this one for me…

— Peter Himler (@PeterHimler) December 20, 2013

In my mind, the tweet was so offensive, especially coming from a person who has reputational oversight of a $5 billion publicly traded company, that I struggled to accept that it willfully emanated from her Twitter account. I was hesitant to condemn her even after receiving an IM from a media reporter friend of mine who knew and liked Ms. Sacco, but  who believed nonetheless that she in fact sent the offending tweet.

Separately, Brew PR’s inimitable Brooke Hammerling also was quick to condemn Ms. Sacco after uncovering her history of off-color Twitter commentary including this little doozy:

a tweet from a year ago. So let’s be clear…she’s a “class act” RT @JustineSacco: I had a sex dream about an autistic kid last night. #fml

— Brooke Hammerling (@brooke) December 21, 2013

I suppose it was the following tweet from Anil Dash that got me thinking:

That @JustineSacco is offensive is obvious. The bigger problem is that her mindset is no barrier to corporate success. #HasJustineLandedYet

— Anil Dash (@anildash) December 21, 2013

It also begs the question: how could someone who just eight years ago began her career as a junior account executive in Dan Klores’ shop, and only two years ago served as a publicist for World Wrestling Entertainment, now be running corporate communications for Barry Diller’s IAC?   Here’s her work history:

To be fair, I have not met Ms. Sacco, nor am I familiar with her performance at any of her previous jobs.  My pal, that senior media industry reporter who IM’d me, did say that he liked her and she always delivered for him. But are likability and hustle the most important competencies for successfully flourishing in such a prominent communications role? Aren’t one’s instincts and a flair for the English (or whatever) language perhaps more important?

Here is her (grammatically challenged) written apology. You decide.

“Words cannot express how sorry I am, and how necessary it is for me to apologize to the people of South Africa, who I have offended due to a needless and careless tweet,” Sacco said in the statement. “There is an AIDS crisis taking place in this country, that we read about in America, but do not live with or face on a continuous basis. Unfortunately, it is terribly easy to be cavalier about an epidemic that one has never witnessed firsthand.

For being insensitive to this crisis — which does not discriminate by race, gender or sexual orientation, but which terrifies us all uniformly — and to the millions of people living with the virus, I am ashamed.

This is my father’s country, and I was born here. I cherish my ties to South Africa and my frequent visits, but I am in anguish knowing that my remarks have caused pain to so many people here; my family, friends and fellow South Africans. I am very sorry for the pain I caused.”

One final observation: the rapid spread of this heinous tweet sadly may have been fueled by the many PR-haters plying the journalism trade.  Would this meme have grown as fast and as wide if Ms. Sacco were a politician or red-necked reality TV star?  I wonder.

Source: Forbes

You Might Also Like


Shopping Deals


<a href="/latest_stories/all/all/31" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.




blog comments powered by Disqus

Latest stories

Bernard Hopkins Becomes Oldest to Unify World Titles
Bernard Hopkins Becomes Oldest to Unify World Titles
Forty-nine-year-old living legend Bernard Hopkins becomes the first fighter in boxing history to unify world titles when he beat Beibut Shumenov by split decision on April 20.
NBA: Warriors Beat LA Clippers 109-105 for 1-0 Lead in Playoff Series
NBA: Warriors Beat LA Clippers 109-105 for 1-0 Lead in Playoff Series
The Golden State Warriors beat the Los Angeles Clippers 109-105 on April 19 to take a 1-0 lead in their best-of-seven first round playoff series.
Customized gold iPhones given away as wedding favors
Customized gold iPhones given away as wedding favors
President of Nigeria had his daughter’s wedding and each guests received a gold iPhone as wedding favor
Leaked images show off OnePlus One, StyleSwap covers too
Leaked images show off OnePlus One, StyleSwap covers too
The handset has a minimalistic design approach which falls perfectly in sync with the typical Oppo style

The Hottest Photos of Victoria's Secret Fashion Show 2013


Viral Stories the Web