This week's perspective from Bob Reid: Normally I just read their catalogue for the sparkling copy, so it was a surprise to see Victoria’s Secret the focus of a Bloomberg News story making headlines all over the world. The story found that, despite the company’s practice of buying only certified organic and fair trade cotton, much of the fibre that Victoria’s Secret buys from the impoverished African country of Burkina Faso is produced using child labour. It’s a PR nightmare for an outfit that prides itself on being a socially responsible corporate citizen, and Victoria’s Secret parent company Limited Brands Inc. was quick to issue a statement in response to Bloomberg’s enquiry. That’s a good move. But here’s what the statement from VP of external communications Tammy Roberts Myers said: “They describe behaviour contrary to our company’s values and the code of labour and sourcing standards we require all of our suppliers to meet. We are vigorously engaging with stakeholders to fully investigate this matter.” Excuse me? “Vigorously engaging with stakeholders?” Who talks like that? Answer: no one. Just like a camel is a horse designed by a committee, you can bet that piece of corporate-speak had numerous hands behind it. And it’s terrible. This is a very human story – the Bloomberg piece follows the horrific day-to-day life of a young girl forced to work in the cotton fields under the blazing African sun. To respond to it in a way that is so cold, clinical and devoid of any humanity is a major Fumble – and it’s a cautionary tale for all who work in corporate communications.
Bob Reid has been a journalist and media advisor to a former Ontario Premier. He is now Veritas' principal media coach.
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