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© 2026 Copyright, Jennifer R. Farmer

The PR Whisperer

Author, Crisis Communications Expert, Strategic Communications Advisor

Category: Blog

What To Make of the Uncle Nearest Lawsuit

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In 2024, Forbes noted that Uncle Nearest, founded by Fawn and Keith Weaver, was valued at $1.1 billion. This is a point of pride for many in the Black community; a Black woman at the helm of a billion-dollar enterprise that she and her husband built from the ground up. Even for Black people who aren’t whiskey fans, many celebrated that Weaver’s efforts were as much about honoring a formerly enslaved master distiller, Nathan ‘Nearest’ Green, as it was about achieving some version of the American dream.

The made for Hollywood story has now taken a turn for the worse.

The Uncle Nearest brand was recently sued by Farm Credit Mid-America for defaulting on millions in loans. The company has now been placed in receivership, meaning a separate entity will manage the operational components of the business. Fawn Weaver will still be permitted to market the brand.

When I learned about the lawsuit, I was struck by several things. First, I wondered how a company valued at $1.1 billion lacked the cash reserves to service their debt. Next, at the same time Weaver was on a media blitz promoting her book, “Love & Whiskey,” the company may have been drowning in debt.

Certainly, all companies have financial ups and downs. Most business owners will acknowledge that they have, at one point or another, struggled with cashflow management. The recent lawsuit raises the question of whether Uncle Nearest is experiencing a short-term, curable challenge or whether they are insolvent. This question is obviously for the court and creditors to decide.

There are other litigants

Sadly, Farm Credit is not the only litigant and theirs is not the only lawsuit against Uncle Nearest.

I’m aware of at least two other lawsuits: Berlin Packaging, LLC, and Garcelle Menos.

Berlin Packaging filed suit on July 11, 2025 for breach of contract, and ultimately won a judgement for $2.1 million dollars.

Menos brought a sexual harassment and discrimination lawsuit against Uncle Nearest and Fawn Weaver. The case can be accessed here.

A separate distiller, Vanessa Braxton, said on The Liquor Connoisseur podcast that there will be other lawsuits. She alleged that Uncle Nearest owed an advertising and PR firm $261,000.

So, what to make of the debt load, the lawsuits, and the company that rose to prominence with a powerful story.

Here are three takeaways
  • To a certain degree, Uncle Nearest may be suffering from an industry slump in terms of whiskey sales. Many consumers are opting for healthier lifestyles. Whiskey sales are likely to suffer in an environment where consumers are more health-conscious. Additionally, I am not sure of the degree to which millennials and Gen Z consume whiskey. It very much feels like a boomer and GenX drink.
  • Uncle Nearest benefitted from a powerful origin story. A compelling story can take you far, but it is just one factor in a company’s overall success. In other words, media is a piece of the work, but it is no substitute for poor management.
  • The matter with Uncle Nearest is a reminder of the dangers of debt. However, I am not sure it is possible for the average company to grow and scale without some degree of debt. The question becomes how does one manage it responsibly?

At the end of the day, the growth of Uncle Nearest can be attributed to the marketing prowess and hard work of its founders Fawn Weaver and her husband, Keith Weaver. They built a powerful company and brand in under a decade. Regardless of what happens next, no one can take this away from them.

Jennifer R. Farmer, aka The PR Whisperer®, is an author, lecturer and strategic communications expert. Check out our blog posts and subscribe for updates. 

Here’s How to Maximize Your Relationship with Your PR Pro

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You have work to do. And your trusted public relations professional wants to help. In order to maximize the relationship, there are a couple things to keep in mind.

Clearly define your goals and expectations.

At the start of any new working relationship – and any new campaign – it is important to clearly state your goals and expectations. When your publicist knows your goals, they will be better prepared to help you meet those goals. Additionally, sharing your expectations will help your publicist understand what you need in order to consider the relationship a meaningful one. Clearly defining your goals and expectations will also head off confusion and frustration on both sides. As you outline your expectations, take a beat to dialogue about realistic timelines and expectations.

Establish a Rhythm for Regular Meetings.

It is important to have a weekly or bi-weekly meeting with your communications rep or PR pro. This will ensure there is a good flow of information and space to raise and answer questions. The meetings need not be long; 30-45 minutes should suffice.

Understand that Building or Strengthening a Brand Takes Time.

Building a brand is about establishing a track record of doing the right thing. For this reason, brand positioning takes time. If you want to strengthen your brand, don’t expect microwave results. A strong brand is based on a series of good decisions, strategic engagements that occur over a period of time. When you hire a publicist, be prepared to invest for at least 6 months to one year, and longer when possible.

Provide as much notice as possible.

It takes time to pitch stories for publications. It also takes time to get a reporter to agree to cover an issue, event or campaign. Further, many of us need time to ideate and strategize about how to approach one problem or another. You will increase the likelihood of media coverage and campaign success, when you provide as much notice as possible to our PR team. If you want assistance writing and publishing an opinion essay, provide at least 3 weeks’ notice. If you want assistance garnering media coverage for the release of a report, provide at least 4-5 weeks. Have a conference coming up, try to provide at least 8 weeks’ notice. Certainly, many public relations professionals can work in situations where there is less notice, but the more notice, the greater the likelihood of coverage.

Remember that media coverage follows action.

Many people want media coverage. It’s important to know that media coverage follows action. The more you do, the more opportunities your team has to promote your work. What is more, the people who garner favorable media coverage are consistently engaged in action. Reporters will be more interested in your take on an issue if you can point to something you’re doing in response to the problem. Action usually precedes coverage.

If you follow these tips, you will be on your way to maximizing your relationship with your PR pro.

Jennifer R. Farmer is an author, lecturer and strategic communications advisor.  Check out our blog posts and subscribe for updates. 

 

I’m a Crisis Communications Expert: Here’s How I Would Have Advised Shannon Sharpe

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Some people spend their lifetimes trying to get rich. Persons who are wealthy and wise spend their time thinking about how to protect what they’ve amassed. For this reason, what good is wealth without wisdom?

That’s why I was dumbfounded by the crisis involving Shannon Sharpe. People at Sharpe’s level need to spend  more time – at the front end – thinking about the impact of their actions. They should consider how their actions will impact their brand and reputation, which are the currency for wealth. Getting embroiled in a public relations crisis pertaining to a relationship with a 19-year-old teen will help no one.

As such, were I on Sharpe’s team, I would have advised against:

Getting romantically involved with an alleged 19-year-old teen.

I cannot fathom why a 55-year-old man would want a romantic relationship with a 19-year-old girl. A lot of people will see this girl and think of the young ladies in their own lives; the matter will be repulsive to healthy women and men.

Releasing private texts.

When the matter involving Sharpe was uncovered, his team allegedly released private text messages. The texts give the public entirely too much information about Sharpe as well as his accuser. While his team may have thought the messages would suggest a consensual relationship, they sour Sharpe’s reputation. If anyone gets a black eye from the racy messages it will be Sharpe; he has more to lose.

Publicly naming Sharpe’s accuser.

Although the accuser filed as a Jane Doe, Sharpe’s team named her publicly. This felt retaliatory and mean-spirited. Now that her name has been publicized, she could face intimidation, harassment, and threats.

Labeling this situation ‘a shakedown.’

We are all ensnared by our own devices. No one works harder at a person’s downfall than an unhealed or unwell person themselves. To invest so heavily into building an enterprise and not spend commensurate time protecting oneself is foolish. Regardless of how he tries to spin this, much of the blame can be placed directly at Sharpe’s feet.

Sharing too much information about one’s after-hours activities.

The public knows entirely too much about Sharpe’s personal proclivities. That is entirely because of what he has disclosed on his podcasts, Club Shay Shay and Night Cap. The wonderful thing about having a large platform as you can reach a lot of people. The downside of having a large platform – and being on camera – is that you have a massive digital footprint. And Shannon Sharpe has this huge online record of saying terrible things and disclosing too much information about his personal life. Instead of immediately believing he was innocent, the public will consider all the things he has said about women. This will not bode well for him over the long term.

Failing to accept responsibility.

I know this last point will rattle some attorneys. However, I think it’s important we accept some responsibility for our actions. Rather than acknowledging some level of responsibility, Sharpe appeared to place the blame on others. The public can forgive, but only once you accept responsibility. Sharpe appeared to go after attorney Tony Buzbee, his accuser’s lawyer. He also seemed to blame the accuser. I don’t know her or Buzbee’s intentions, but  Sharpe made himself an easy target. There has to be some level of acknowledgement of his own mistakes. It’s only then when the public will entertain others who should be held to account.

 

Jennifer R. Farmer is an author, lecturer and strategic communications advisor.  Check out our blog posts and subscribe for updates. 

We Should Not Give in to Despair

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When I read about the civil rights movement as a teen, I often marveled at the courage of freedom fighters. I tried to place myself in the shoes of those who participated in the Montgomery Bus Boycott, the Freedom Rides, Mississippi Freedom Summer, or other campaigns for justice. I thought about the Rev. Fred Shuttlesworth, who endured beatings, attempts on his life and the decimation of his home. I imagined how I might respond were I alive during this turbulent time.

Similarly, as I have studied the bible, I’ve often questioned whether I possessed the courage of the disciples. Could I harness the boldness of the disciples; boldness that would allow me to proclaim the good news of the gospel to friendly and unfriendly audiences. Does the spirit that dwelled in Lydia of Thyatira, Anna – for example, live in me?

When I hear about Christians across the world being persecuted for their faith, I similarly ask myself if I will model their conviction and boldness.

We Are Being Challenged

I no longer have to ask these questions. Nor do you. We are being challenged to live out publicly what we say we believe privately. We are being challenged to demonstrate our faith; not necessarily in large acts of defiance but in how we love and show up for our neighbors. It is true that as a nation, we haven’t faced what our ancestors confronted, but that doesn’t mean that our lives are problem-free.

We are living in a time of a constitutional crisis. The new administration wields immense power and appears prone to retaliation. We have watched mass deportations of undocumented immigrants and the administration’s reticence to obey court orders. Let’s not forget the administration’s comments about deporting to El Salvador American citizens.

What Will We Do?

The question becomes, ‘what will we do?’ Will we bury our heads in the sand and focus on our immediate loved ones. Will we cosign what is happening with silence, or will we assert what Dr. Martin Luther King Jr., once said, “injustice anywhere is a threat to justice everywhere.”

Coast-to-coast protests suggest that many people are displeased with the direction of the nation.

Demands to Acquiesce

And yet, I increasingly see large law firms and academic institutions navigating demands to acquiesce, especially around programs that advance equity. For instance, Kirkland & Ellis and Skadden Arps agreed to provide tens of millions of pro bono work to programs that align with conservative causes. These firms were once involved in litigation or campaigns that furthered democracy by expanding access to the ballot.

We are also witnessing worrisome divides along political and religious lines. In 2023, nearly 1 in 4 Americans believed it was ok to resort to violence to ‘save’ the nation, according to the Public Religion Research Institute. And white Christian nationalism is rising as is support for white Christian nationalism.

Scorn and Contempt

Many people no longer see their fellow Americans as someone’s mother or father, or someone’s loved one. Instead, people are divided by labels of Democrat or Republican – each title filled with scorn and contempt.

It may be Pollyanna to think that we will each face just a couple of challenges over the course of our lives. If I’ve learned anything, it is that there will be multiple Goliaths. Just like David, our nation faces one obstacle after another. Even after David  was anointed king, he had to run from Saul to save his life. And after he overcame Saul, his own son Absalom, rebelled against him and sought to take his place.

I hope we reflect on David’s example and utilize his life for the encouragement it provides. Before David ever encountered Goliath, he’d already battled with a lion and a bear. He had experience overcoming great trials, even if he didn’t recognize each trial was preparing him for the next.

Lest we grow fearful and weary, we should remember that Goliath had all the accoutrements of a proven warrior. His armor suggested that he could not be defeated. And yet he fell.

Regardless of how bleak the moment appears we do not have to give into despair. Each of us has a responsibility to do what we can to create a nation in which all belong, all are safe and all are free.

Jennifer R. Farmer, aka The PR Whisperer®, is an author, lecturer and strategic communications expert. Check out our blog posts and subscribe for updates. 

The Two Most Stressful Parts of a Church Service

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For a lot of people, there are two particularly stressful components of a church service: the offering and the altar call.

For people who have been members of churches that were aggressive when it came to raising funds or an offering, the offering can be stressful. There are also people who want to give, but lack the capacity to do so. Or perhaps, they lack the capacity to give at the level the minister is requesting. In sum, for a lot of reasons, the offering can be anxiety-ridden.

The next thing that can be stressful at church is the altar call. The altar call is the period – typically at the end of the service – where the pastor or minister invites people to come up and give their lives to Christ. Some people are thinking about their mistakes and wondering if they should go to the front of the church. Some people are embarrassed.

Others don’t want the people around them to know they’ve made a mistake, need to repent, or aren’t saved. Some people are wondering if they need to stand for the altar call, and whether anyone will stand with them. If you’ve ever been a member of a church that peddled in fear and shame, the altar call can be triggering.

For these reasons, ministers should be especially sensitive and careful in these two situations – the offering and the altar call. This is why the now viral video of Marvin Sapp telling ushers to ‘close the doors,’ while he attempted to raise $40,000 at a fall 2024 church conference was so shocking.

God Loves a Cheerful Giver

There are so many challenges with his alleged comments. First, the bible is clear that God loves a cheerful giver. In 2 Corinthians 9:7, the bible says that “Each of you should give what you have decided in your heart to give, not reluctantly or under compulsion, for God loves a cheerful giver.”

If a person is being pressured to give a certain amount, and they oblige, shouldn’t that be construed as giving out of a sense of compulsion or threat of getting in trouble with God? In the Black church and in many evangelical churches, there is a certain degree of deference to clergy. There is a power imbalance in many places of worship between the congregants and the pastoral team such that many people may feel like they can’t say no to a request from a minister or pastor.

If Sapp’s shakedown happened in any other context, many people would be upset. I therefore understand the furor that Sapp’s words have created.

Culture of Giving

Additionally, most people will give to the offering when they go to church if they respect the pastor and church. Separately, as a people, Black people tend to be very giving. According to Tides, “African American families have—more than any other racial group—contributed the largest portion of their wealth to charity.”

It is unnecessary to browbeat people into giving. They’ll give if they believe in the mission and if they have the means to do so. Moreover, no one wants to feel like they’ve been accosted by an aggressive car salesman in church.

Sapp’s repeated commands to the ushers to “close the doors,” could be interpreted to mean that people couldn’t leave until they’d contributed to the offering. If there were an emergency, people could struggle to get out. Also, at what point does a command like “close the doors,” cross the line and become holding people against their will?

Out of Context?

When some leaders get called out for questionable actions, it’s not uncommon to hear them say that their words were taken out of context. They might say that the public is pronouncing judgment without knowing the full story. If you’re a leader, part of your job is also to anticipate the headlines that could arise from your behavior and act accordingly. Your job is also to carefully steward your leadership and power.

Don’t Be Discouraged

Church scandals can be disappointing. They can discourage believers and non-believers alike. But isn’t this the ultimate plan of the enemy? Some people will see this situation and say, ‘this is why I don’t go to church.’ The task is to refuse to be disconnected from God. Every place is not for every person. The key is to find a church or faith community where you feel physically, emotionally and spiritually safe. Look for communities that are bible-based and focused on building Godly communities.

In conclusion, I’m clear that anyone can make a mistake. Anyone can get too comfortable and say something they shouldn’t. Anyone can have a bad interview or bad public appearance. The task is to be careful of the drip, drip, drip of negative stories. At some point, those things will impact a person’s brand or leadership.

Jennifer R. Farmer, aka The PR Whisperer®, is an author, lecturer and strategic communications expert. Check out our blog posts and subscribe for updates. 

 

 

Jess Hilarious and Loren LoRosa: There’s Room for Us All

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Comedian and radio personality Jess Moore, publicly known as Jess Hilarious, went viral after publicly hashing out concerns with her co-hosts on The Breakfast Club (TBC). In an Instagram live, Moore compared the eponymous morning show to high school. Chief among her concerns was returning from maternity leave and realizing the person whom she selected to fill in for her – Loren LoRosa – had been made a permanent part of the show.

I can only imagine the indignity she likely felt. The most vulnerable time for women is when they are pregnant. If one is lucky enough to get paid maternity leave, they may have a lot of anxiety about what will happen when they take time off.

In a world where women are viewed as commodities and Black women are evaluated based on what they can produce, not laboring can invoke feelings of uncertainty and angst. Coupled with post-partum woes, work stress can add a level of pressure that may be difficult to manage.

However, this situation cannot be laid at Loren LoRosa’s feet. The fact that this private workplace issue has spilled out into the public domain is really a reflection of the leadership of TBC.

If TBC was going to keep Loren – and I believe they were smart to keep her – the decision should have been clearly communicated. This lack of clarity put LoRosa and Moore in an unenviable position. For her part, Moore may have been questioning what was happening and why. LoRosa could have been caught off guard as well, likely wondering the root of Moore’s apparent hostility. If top brass at TBC had clearly communicated (assuming they didn’t), perhaps they could have stymied some of the confusion and frustration.

Additionally, this situation brings up several things that are important for us to remember from a PR perspective and career perspective:

There is Room for us All

Everyone brings different skillsets and talents. We don’t have the same strengths and that is okay. It also worth noting that different personalities will meet the needs of different audiences. The question for The Breakfast Club is who is your audience and in which ways can both personalities engage different audiences. The point is this doesn’t have to be a zero-sum game; there is room for us all. The problem arises when we believe there can only be one.

Turning to Social Media to Air Out Problems Will Always Be Risky

Running to social media to air out our problems will always be risky. I know what it’s like to be so frustrated, you want to expose everyone. But I’ve also had to remind myself that my job is not to dispense with punishment. That’s not my role. And airing our grievances online will not bode well. When we have challenges, it is important to seek trusted places where we can be vulnerable. It’s important to also examine the root of our issue because it’s often not what is showing up at the surface. We should be identifying friends who will hold our confidence and create a safe place for us to vent, process and heal. When we run to social media, we will be associated with that experience, long after the experience has ended. The question becomes ‘is this how we want to be known?’

Additionally, I could see media companies exploiting this grievance for views and then letting Jess go when the dust settles. I just don’t see how this will work out well for her in the long-term.

Pet to Threat

Black women have often had the experience of going from pet to threat notes Erika Stallings. Many have had the experience of being brought in to perform a job and being well-received by colleagues initially. They may even be treated like a pet or a project. When it becomes clear that a person takes their job seriously and will devote time to improving, that rattles some people. I feel like Loren was initially viewed as a pet. And then she was really good; so good that the viewers and fans really liked her. As her popularity rose, she became a threat. This is unfair and it doesn’t feel good to be in the situation. It’s almost as if you’re penalized for being good.

The bottom line is that this is really about leadership at TBC. Conflict is inherent in all facets of life. How we handle the conflict will determine the strength of our relationships and it also impacts our career. However, not all conflict can be addressed via the people experiencing it. Sometimes leaders can unknowingly create conflict by failing to be honest and failing to have difficult conversations. In the end, the only people who will pay the price are the women involved. I don’t see this situation boding well for Moore and it may also adversely impact LoRosa aswell. That’s a shame because there is truly room for us all.

Jennifer R. Farmer, aka The PR Whisperer®, is an author, lecturer and strategic communications expert. Check out our blog posts and subscribe for updates. 

 

DEI Reversals a Reminder that Companies Will Do What’s Convenient

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Companies who value equity must also stick with marginalized communities even when the wealthy oppose their doing so.

A number of people are in an uproar over major corporations’ decision to roll back policies that advance diversity, equity and inclusion. In fact, a prominent Atlanta pastor, Rev. Jamal Bryant announced a 40-day boycott of Target over its reversal of equity policies. Activist Nekima Levy Armstrong in Minnesota also called for a boycott of Target. Others have called for boycotts of Coca-Cola, Pepsi Co., Amazon, Wal-Mart and other retailers over their removal of equity references or programs.

I’m Not Surprised

I am not surprised by the boycotts even if I understand that most companies – even those that profess respectable values – are not naturally benevolent. When given the opportunity, many will often side with the interests of the powerful over those of marginalized communities.

The truth is that having noble intentions wont safeguard against harm. Many must be forced to do the right thing.

Corporations exist to make money and return profits to shareholders. They exist to protect their ability to make money. Anything that disrupts this goal will be uprooted and eliminated. Additionally, in a world where racism is capricious and entrenched, Black people will always struggle to be seen, valued, honored and fairly compensated.

Those with less power will always struggle to be treated with dignity and respect. It doesn’t matter the institution; it doesn’t matter the industry – capitalism demands money, and will do anything to achieve it.

Intention is Not Enough

Doing the right thing then is nice, but it is not a compulsory driver for many corporations or organizations. That is not to suggest that all companies and organizations are bad. I am suggesting that mere intention is useless without accountability.

An entity proclaiming to despise racism, sexism, homophobia, transphobia and classism is meaningless if there isn’t a system in place to ensure they and the people in their employ are treating all people with dignity and respect. And here’s the thing – dignity and respect are about more than just being nice or saying the right things in the presence of others. It’s about equity at every level of the organization.

Supporting Workers

To do right by others, companies must give them every opportunity to thrive. They can do this by paying a living wage, supporting workers as they care for themselves and their families, sharing power, and creating a safe environment. They must also stick with marginalized communities even when the wealthy oppose their doing so.

I’m not surprised Target and other corporations are turning their backs on the pledges for racial equity they promised in the aftermath of George Floyd’s death. But this moment does offer a reminder that we should not be pacified by people and organizations who utter the rhetoric of justice without the history to back it up. We need to move beyond talk and focus on actions.

 

Jennifer R. Farmer is the principal of Spotlight PR LLC.  Check out our blog posts and subscribe for updates. 

 

 

Kendrick Lamar’s Super Bowl Halftime Show Was Pure Genius

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I’m not a football fan. I’m not necessarily a fan of the NFL. The only thing I cared about with respect to the Super Bowl LIX was Kendrick Lamar. He is a conscious rapper who passionately advocates for the African American community. In social justice movements, his lyrics have long been a soothing balm on an open wound.

For these reasons and more, I was determined to watch Lamar’s performance. I wanted to hear, “Not Like Us.” However due to Drake’s lawsuit, I didn’t think Lamar would mention Drake by name. He did.

Lyrical Savant

Some people call it a beef. But Lamar’s position as a lyrical savant has long been settled. He won before the so-called beef ever began.

Lamar won a Pulitzer Prize in 2018, making him the only non-classical or jazz artist in history to have ever done so. He won 22 Grammy awards, 11 MTV music video awards, and 6 Billboard music awards. It is clear that he is a genius with few rivals.

I waited with bated breath to see what he would deliver. I knew he would deliver, but I had no idea his performance, loaded with subliminal messages, would be so spectacularly amazing. His decision to include Serena Williams was masterful — both because of who she is, but also because of her prior connection to Drake.

Amazing Collaborations

I enjoyed watching and listening to SZA perform alongside Lamar. My ultimate favorite was Samuel L. Jackson, who joined the set dressed as Uncle Tom. Jackson was also an Uncle Tom in the Django Unchained movie. I could understand, however, if some mistook Jackson for being dressed as Uncle Sam.

Aside from Denzel Washington, I can’t think of a male actor who I admire more.

Additionally, there were so many hidden messages in the performance. For instance, Lamar’s dancers were dressed in red, white and blue and at one point created a formation that resembled the American flag. They also did a formation as a controller, perhaps from the Squid Games. Later, when his dancers bowed, they represented the fact that the nation was built off the backs and labor of Black people. For more information on the many messages in the show, see this article from Karlton Jamal at BuzzFeed.

The Talented One

During his performance, Lamar called himself a prophet and proclaimed that he was anointed. Few would argue these points. I have no clue of the details of his walk with God, but there is no denying his talent. As I watched the performance, I was reminded of the importance of praying for his protection, his continued reliance on God, his marriage, and his children.

As I pondered what I loved most about Kendrick Lamar and his half-time show, I realized that like any exceptional artist, he gives his audience more than they asked for. He gives his audience something they didn’t know they wanted but are delighted to receive nonetheless. One writer for Slate, Nadira Goffe, called it “medicine inside cake.”

Timely Performance

As he was performing, I was struck by the context in which we live. I thought about all the attacks on equity and all the attempts to roll back racial progress. I thought about the dismantling of the federal government and the fear that such moves invoke.

Lamar’s masterpiece “We gone be all right,” kept ringing in my ear. That song, as synonymous with Kendrick Lamar as “Not like us” is a comforting retort in a time when the world seems topsy turvy.

If you haven’t already watched Lamar’s performance, I encourage you to do so. You’ll be glad you did.

Jennifer R. Farmer, aka The PR Whisperer®, is an author, lecturer and strategic communications expert. Check out our blog posts and subscribe for updates. 

Beware of the Pitfalls of Lengthy Media Interviews

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When Seeking to Raise Your Profile, Understand the Pitfalls of Long Form Interviews

In today’s media landscape, many podcasts offer long-form content. It is not unusual for some podcasts to broadcast for 2 to 3 hours at a time. Podcast hosts love this and some viewers do as well.

However, I caution clients that the longer the interview, the greater the chance for a person to make a mistake. Even with the best of intentions, it is natural to relax over time. And when we relax, we may be more likely to say the wrong thing or say the right thing at the wrong time.

Biblical Wisdom

Even the bible is replete with caution on speaking too much.

Proverbs 10:19 cautions, “When words are many, transgression is not lacking, but whoever restrains his lips is prudent.”

Proverbs 21:23 advises, “Whoever keeps his mouth and his tongue keeps himself out of trouble.”

Ecclesiastes 5:2, admonishes, “Be not rash with your mouth, nor let your heart be hasty to utter a word before God, for God is in heaven and you are on earth. Therefore, let your words be few.”

Backlash

Sometimes we brace for an immediate backlash to our words. In many cases, the blowback comes later. Think of all the people who have run for political office, only to have prior comments brought up when they are campaigning. Everyone can change their mind. But when we speak in absolutes – as some are prone to do in media interviews – contradictions can reflect poorly on us. Some leaders give interviews or remarks that are celebrated in the moment, only for certain portions of it to fall out of favor down the line.

There is always the potential for this sort of thing, but the risk is greatly increased when a person sits for long interviews. When a person participates in a media interview, they may be on edge, ensuring they say the right thing and project the right image. But the longer the interview goes on, the more concern and caution can dissipate.

The Longer You Speak, The Greater the Risk

While I am mostly discussing media interviews, the same thing can happen when delivering public remarks. Public speakers can let their guard down when they are speaking with people who they believe support them. The longer they speak, the greater the chance for them to go off message.

It is imperative then that persons in the public eye, do three things:

  • First, be wary of interviews that are longer than 20 to 30 minutes. With the abundance of words, there are ample opportunities for mistakes.
  • Next, if you are being asked to participate in an interview longer than 30 minutes, request to have a colleague participate in the interview with you. This offer much needed breaks allowing interviewees to collect their thoughts and carefully consider their remarks.
  • Finally, establish ground rules for what you will and will not discuss. The truth is you shouldn’t engage in any interview without setting parameters for what you will and will not discuss. But this advice is critical in long-form interviews.

It is easy to feel like you are the exception to the rule. But each of us is fallible. Therefore, do what you can to establish guardrails that will protect your current and future self. Relatedly, when possible, limit interviews to 30 minutes or less.

 

Jennifer R. Farmer is the principal of Spotlight PR LLC.  Check out our blog posts and subscribe for updates. 

 

Attacks on D.E.I. Will Undermine Experience

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A key predictor of success is experience. When people have a vast amount of experience they are primed for more opportunities. When people are locked out of opportunities to gain experience, they miss out on the building blocks that can support their success.

I think about this in the context of the media.

Whenever there is breaking news, or high stakes media moments, I pay attention to the race of the journalists. When I see reporters from multiple backgrounds covering stories, I know the media outlet is doing something right. Often, when I see diverse reporters, they work in cities with a diverse populations. By virtue of having the experience of covering breaking news or high-profile stories, these individuals are primed for more experience.

Equal Opportunity

To be clear, I do not want to see opportunities taken from people on the basis of race. I do want to see more people of color receive opportunities. When they don’t, I question why. Black people and people of color are no less capable than their counterparts of other identities. The question becomes, are they being offered the same exposure and experience.

Many newsrooms weren’t terribly diverse to begin with. Additionally, given A.I., transitions from cable to streaming, and a desire to return funds to shareholders, newsrooms have shed staff for years. Attrition also reduces newsroom diversity.

White House Press Pool

But even before newsrooms were in a free fall, it appeared that only certain reporters received high profile opportunities. For instance, for years the vast majority of journalists covering presidential campaigns, and the White House were non-Black. When President Biden was in office and during President Trump’s first term, I could only think of a few White House correspondents who were Black – Yamiche Alcindor formerly of PBS and now with NBC News, April Ryan and Gerron Keith Gaynor of The Grio, and Eugene Anthony Daniels from Politico.  I’m only aware of one other Black journalist who is part of the White House press pool – Erica Green from the New York Times. Overall, there are 49 seats for White House correspondents. Why isn’t there more racial diversity in this arena?

Undermining Progress

This is one of the reasons attacks on diversity and equity initiatives are so harmful. The attacks may undermine the very possibility of experience specifically on the basis of race. Being different shouldn’t disqualify a person from opportunity.

As companies announce they will no longer participate in D.E.I. initiatives, I wonder whether they will cease to hire persons who have disabilities, persons identifying as LGBTQIA, women, or persons who are non-white. Will they intentionally overlook Black people and people of color out of fear of defying the President’s directives on D.E.I.?

In the same way that tech leaders appear to be acquiescing to the new administration by abandoning equity efforts, I fear some employers will do the same.

In sum, when journalists gain experience, it positions them for increased opportunities. When they lack the experience, their career can suffer, especially if they are Black or a person of color.

Can you appreciate the catch 22 in which many employers and employees may find themselves?

Jennifer R. Farmer is an author and founder of Spotlight PR LLC.

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