Media & Issues Management: Fashion Police Controversy

Background

NBCUniversal Cable Entertainment Group is the division of NBCUniversal that oversees all of the conglomerate's cable channels including E!, Oxygen, Bravo and SyFy (Hamedy, 2014). This organisation was founded in 2004 and is responsible for broadcasting several popular cable television programs, including the controversial E! series Fashion Police.

This television program critics celebrity fashion and looks at the latest hits and misses from red carpet and runway events. The series premiered on September 10, 2010 and was originally hosted by comedian Joan Rivers and featured panelists Kelly Osbourne, Guiliana Rancic and George Kotsiopoulos (TV.com, 2010). Following four successful seasons, River passed away in 2014, with comedian Kathy Griffin replacing her and Brad Goreski replacing Kotsiopoulos (Andreeva, 2014).

Issues Matrix

Past Organisational Issues

In 2011, both Rivers and Osbourne came under scrutiny when they commented of singer Christina Aguilera's weight. Rivers joked that Aguilera was "stuffed into" her dressed whilst Osbourne added: "Maybe she's just becoming the fat bitch she was born to be." The comments made news headlines and prompted actress Jennifer Lawrence to say the program encourages young people to call others ugly or fat (O'Brien, 2011). In 2013, Rivers faced backlash from the Anti-Defamation League after she joked about German model Heidi Klum stating that "the last time a German looked this hot was when they were pushing Jews into the ovens" (Strecker, 2013). Later that year, writers for the show complained to the state of California alleging that the network was breaking state law by not compensating them for regular wages and overtime. On April 13, the writers at the show went on strike but the issue was later settled (Patten, 2013). Lastly, after the death of Rivers the program ceased production with much speculation on whether the show would be able to continue on without her involvement. However, three months later, it was announced that Griffin would replace Rivers and the program continued the following year (Dos Santos, 2014).

The Issue

On February 24, 2015, whilst reviewing the red carpet at the 87th Academy Awards, Rancic came under fire after she commented on actress Zendaya Coleman's dreadlocks:

"I feel that she smells like patchouli oil . . . or weed." - Guiliana Rancic (2015)

The same day, Coleman released a statement that noted the stereotype of associating dreadlocks with "weed smokers and Rastafarians" is "disrespectful" (Phillip, 2015).

"There is already a harsh criticism of African American hair in society without the help of ignorant people who choose to judge others based on the curl of their hair." - Zendaya Coleman (2015).

Later that day, Osbourne released a statement via Twitter proclaiming that she was questioning her future with the program due to her friendship with Coleman (Jung, 2015).

"I do not condone racism so as a result of this I'm seriously questioning staying on the show!" - Kelly Osbourne (2015).

The following day, Rancic offered a public apology to Coleman for the comments she made (Stone, 2015).

"I want to apologize for a comment that I made on last night's Fashion Police about Zendaya's hair. [...] Fashion Police is a show that pokes fun at celebrities in good spirit, but I do understand that something I said did cross the line." - Guiliana Rancic (2015).

The following week, confirmed that Osbourne was leaving the program, followed by Griffin who stated her improvisational style of humour didn't fit well with the series. Following this, the program was put on hiatus until September 2015 (The Huffington Post, 2015).

Issue Assessment

Commentators have linked the uproar to the public's sensitivity on racism in the United States, particularly with the on-going Ferguson riots (ABC News, 2015). Knowing that racism is a sensitive subject, even more so with the current riots, the probability that the jokes were going to cause controversy could've been foreseen in this case. Knowing this, the issue has reached high intensity due to Osbourne and Griffin departing as well as the program's sudden hiatus and uncertain future (Regester & Larkin, 2008). The reputation of the program could potentially be damaged to the point where ratings drop (Jacques, 2014). Additionally, there're now several employees without jobs until the program returns (Heath, 1997), and has lost one of its most popular programs meaning a significant loss of revenue. Following Rancic's comments, there was major public backlash towards the panelist, with stating that "in the court of public opinion, Rancic is guilty" (2015). Mainly through social media channels and by leaving comments underneath news article or blog posts, the public voiced their opinions with the majority finding the comments unfunny and offensive.

Stakeholders

The following will demonstrate who the main stakeholders are regarding the issue as well as address the modes of communication that will be needed when communicating with them.

Fashion Police Employees

• Public information model: weekly updates on the progress of the program ie. 'have the new panelists been decided on?' or 'is the September starting date still attainable?'

• Two-way symmetrical model: include employees in the decision process when it comes to deciding on the new panelists as well as the programs style reinvention.

• Subsidize the out-of-work employees by finding others jobs at E! or at one of its sister networks.

The Audience

• Public information model: constantly update the audience on the progress of the program by means of public appearances, advertisements on E! and chat-show appearances.

• Two-way symmetrical model: ask the audience who they would like to see as the new panelists of the program.

The Media

• Public information model: press releases to media outlets explaining the progress the program is making. This will help make Fashion Police a newsworthy topic as well as help NBCUniversal shape the news.

The Fashion Industry

• Two-way symmetrical model: strike a deal with the major fashion labels and runway shows that will allow Fashion Police access to behind-the-scenes extras as well as exclusive looks at upcoming events, fashion designs ect. This will also help the fashion industry with promotion and give them wider exposure.

• Public information model: fashion labels and Fashion Police producers/panelists will release statements to the media about which shows the program will be appearing at. This will help all the major stakeholders with regards to producing a positive public image.

Issue Management Objective and Intended Outcomes

The main objective is to ensure that doesn't face a repeat of this issue. If this issue reoccurs in the future, will be forced to cancel the program resulting in a loss of jobs, revenue and network ratings. In order to achieve this objective, certain outcomes need to accomplished:

Select Program Panelists That Will Be Popular With Audiences

The audience's attraction to a program's host is a crucial part of its success, with audiences often forging a loyal bond with these personalities that appear in their homes regularly (Keonig & Lessan, 1984). What made such a success with audiences was their popularity the panelists had with their audience, particularly Rivers' with her "legendary" and "untouchable" status (Smith, 2015). Therefore, should now begin a process where they find new panelists that will elicit that same popularity. This can be done by a television campaign on where producer, Melissa Rivers, asks the public to cast their votes on who should be included in the new panel via social media (hashtags on Instagram and Twitter, and polls of Facebook) as well as a poll on 's website. This will help gain publicity and momentum for the program before its return date in September as well as show audiences that is making a conscious effort to please them.

Establish A Beneficial Relationship With The Media

The media plays a major role in the development of an issue as, therefore it's better for an organisation to be "proactive, prepared, and develop a strategy to influence the media" rather than let it control the situation (Feldman, 2015). After the controversy, refused to comment on the issue giving the media control over what they reported rather than the organisation stepping in, leading to numerous negative reports (Donnelly & Nededog, 2015). With this in mind, after the new panelists have been selected, the personalities will embark on media tour together that will include talk show appearances, red carpet events, and media interviews. This will give the media plenty of opportunities to report on positive aspects such as the bond between the panelists, their expertise in fashion, and their style of humour. Additionally, should take charge of the situation by consistently releasing statements to the media regarding the new panelists, the improved style of and other positive elements that will lead to good press.

Employ Censors and PR Professionals During The Writing Process

Censorship refers to the exclusion of certain topics, social groups or language from the content of broadcast programming and is often based on the assumed audiences' morality, identity and composition (Museum.tv, 2015). Knowing this, had there been the appropriate censorship team during the then Rancic's comments would've been cut before airing due to the previously mention concerns surrounding the ongoing Ferguson riots and racism (ABC News, 2015). Therefore, needs to employ a stronger censorship and public relations team that can work with the writers to deduce what jokes are appropriate to air. Additionally, prior to airing, a crisis evaluation and management plan needs to be completed for every potentially controversial joke. This plan will provide an evaluation of the possible negative outcomes that could arise as well as offer a strategy that can be put into place immediately.

Issue Management Strategy

Issue management strategies are plans put into action to help resolves issues in a timely manner and to prevent the impact of issues growing into crisis'.

Organisational Positioning

Strategic positioning involves the positioning of an organisation for future prospects whilst taking into account the changing environment. Ultimately, strategic positioning is devising plans that will aid an organisations' future position on the basis of present and foreseeable developments and ensure the continuity of the organisation' activities (Kalafatis, Tsogas & Blankson, 2000). With this in mind, if the above strategies are utilized, NBCUniversal will position their organisation to ensure longevity by adapting and changing to fit its environment. By employing censor and public relations professionals to work with the writers, NBCUniversal guaranteeing that this issue won't reoccur, thereby increasing Fashion Police's chances of staying on air. Furthermore, choosing panelists that are popular with audiences also positions the program to have longevity because viewers are more likely to watch if the personalities are likeable. Lastly, forging a beneficial relationship with the media will aid the program in lasting longer on air as the press will more likely produce positives stories that won't threaten the future of Fashion Police.

Organizational Stance

An organizations' stance is a crucial element regarding an issues management strategy. Taking into account the above mentioned strategies, will be taking a proactive stance rather than a reactive stance. Proactive means anticipatory behaviour, taking control of situations and initiating actions to make changes within the organisation. Furthermore, an organisation needs to establish what factors contribute to the success of thier business and how their internal operations can impact profitability and market position (Bass, 2015). Knowing this, the decision to employ censor and public relations professionals during the writing process would be considered a proactive move because is initiating changes within the organization to ensure the issue doesn't repeat. Additionally, the strategy to find new panelists that will be popular with the audience is also a proactive stance because its recognizing a factor that contributes to the organisation's success - audiences watch because they like the panelists.

Issue Management Action Plan

​Evaluation

In conclusion, the effectiveness of this plan can be easily accessed by numerous indicators. Firstly, when returns to air in September, the ratings of the premiere episode will be a clear indicator on how effective the advertising campaign was and if the audience is still interested in the program. However, the ratings of the following episodes will be the true indicator on the reactions towards the new panelists and whether or not they've achieved the same popularity as the previous hosts. If the ratings are high and are maintained throughout the season, advertisement revenue and product placement deals will return to normal or increase from previous seasons. Additionally, can monitor social media to gain a better perspective on the public's reactions towards the new panelists and the new style of the program. The same efforts can be done with the media, as the organisation can analyse whether or not the program has received good press or not.

Reference List

• ABC News,. (2015). Ferguson News, Photos and Videos - ABC News. Retrieved 9 April 2015, from http://abcnews.go.com/topics/news/us/ferguson-missouri.htm

• Andreeva, N. (2014). Kathy Griffin Set As New ‘Fashion Police' Host, Brad Goreski Also Joins E! Show. Deadline. Retrieved 9 April 2015, from http://deadline.com/2014/12/kathy-griffin-fashion-police-host-brad-goreski-joan-rivers-replacement-1201304543/

• Bass, B. (2015). Examples of Organizations That Use Proactive Stances. Small Business - Chron.com. Retrieved 12 May 2015, from http://smallbusiness.chron.com/examples-organizations-use-proactive-stances-19368.html

• Donnelly, M., & Nededog, J. (2015). E! Pulls 'Fashion Police' Amid Cast Shakeups, Bad Press, Advertiser Woes. TheWrap. Retrieved 11 May 2015, from http://www.thewrap.com/e-mulling-fashion-police-cancellation-as-category-fails-across-network/

• Dos Santos, K. (2014). Kathy Griffin Named New Host of E!'s Fashion Police on Fashion Police. E! Online. Retrieved 11 May 2015, from http://au.eonline.com/shows/fashion_police/news/602249/kathy-griffin-named-new-host-of-e-s-fashion-police

• Feldman, A. (2015). Media Relations. Lecture, The University of Queensland.

• Hamedy, S. (2014). NBCUniversal announces new network group, management changes.latimes.com. Retrieved 11 May 2015, from http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-suzanne-kolb-e-entertainment-exits-nbcuniversal-shakeups-20140930-story.html

• Heath, R 1997, Strategic issues management: organizations and public policy challenges, Sage Publications Inc., Thousand Oaks, California.

• Jacques, T. (2014). Issues and Crisis Management: Exploring Issues, Crises, Risk and Reputation. Oxford University Press: South Melbourne, Vic.

• Jung, E. (2015). Kelly Osbourne Reportedly Quits Fashion Police Over Guiliana Rancic’s Zendaya Jokes. Vulture. Retrieved 9 April 2015, from http://www.vulture.com/2015/02/kelly-osbourne-quits-fashion-police.html

• Koenig, F., & Lessan, G. (1985). VIEWERS' RELATIONSHIP TO TELEVISION PERSONALITIES. Psychological Reports, 57(1), 263-266.

• Museum.tv,. (2015). The Museum of Broadcast Communications - Encyclopedia of Television - Censorship. Retrieved 11 May 2015, from http://www.museum.tv/eotv/censorship.htm

• O'Brien, L. (2011). Jennifer Lawrence attacks Kelly Osbourne's Fashion Police for encouraging children to call each other fat and ugly. The Independent. Retrieved 27 April 2015, from http://www.independent.co.uk/arts-entertainment/tv/news/jennifer-lawrence-attacks-kelly-osbournes-fashion-police-for-encouraging-children-to-call-each-other-fat-and-ugly-8928826.html

• Patten, D. (2013). UPDATE: 'Fashion Police' Writers Say E! Broke State Labor Laws & Owe $1M In Wages. Deadline. Retrieved 27 April 2015, from http://deadline.com/2013/04/fashion-police-writers-file-claim-against-e-network-compensation-wga-466945/

• Phillip, A. (2015). Zendaya blasts ‘Fashion Police’ host Guiliana Rancic’s ‘ignorant’ red carpet diss. Washington Post. Retrieved 9 April 2015, from http://www.washingtonpost.com/news/morning-mix/wp/2015/02/24/zendaya-blasts-fashion-police-host-guiliana-rancics-ignorant-red-carpet-dis/

• Regester, M. & Larkin, J. (2008). Risk Issues and Crisis Management in Public Relations. Kogan Page: London.

• Smith, T. (2015). The fall of 'Fashion Police': How Joan Rivers' death crippled E!'s popular show.cleveland.com. Retrieved 11 May 2015, from http://www.cleveland.com/entertainment/index.ssf/2015/03/the_swift_rise_and_fall_of_fas.html

• Stavros P. Kalafatis, Markos H. Tsogas, Charles Blankson, (2000) "Positioning strategies in business markets", Journal of Business & Industrial Marketing, Vol. 15 Iss: 6, pp.416 - 437

• Stone, N. (2015). Guiliana Rancic Makes Somber On-Air Apology to Zendaya Coleman for Dreadlocks Comment (Video). The Hollywood Reporter. Retrieved 9 April 2015, from http://www.hollywoodreporter.com/news/giuliana-rancic-makes-somber-air-777592

• Strecker, E. (2013). Joan Rivers in hot water for Heidi Klum Holocaust joke. Entertainment Weekly's EW.com. Retrieved 27 April 2015, from http://www.ew.com/article/2013/02/28/joan-rivers-holocaust-joke-fashion-police-heidi-klum

• Streisand, E. (2015). Giuliana Rancic's 'Fashion Police' Future Remains Uncertain. Yahoo Celebrity. Retrieved 11 May 2015, from https://celebrity.yahoo.com/blogs/celeb-news/giuliana-rancic-fashion-police-future-remains-uncertain-172507496.html

• The Huffington Post,. (2015). 'Fashion Police' On Hiatus Until September. Retrieved 9 April 2015, from http://www.huffingtonpost.com/2015/03/17/fashion-police-hiatus-e_n_6890698.html

• TV.com,. (2010). Fashion Police. Retrieved 9 April 2015, from http://www.tv.com/shows/fashion-police/

• Walaski, P. (2011). Risk and crisis communications. John Wiley & Sons.