How would you handle this crisis situation?
Social media sleuths identify that a person captured in a viral video verbally abusing someone is one of your employees.
And your company name gets drawn into the fallout and is shared widely on social media.
It’s a crisis media management situation that happened this week.
The crisis for BCT Partners started when Alexander Basara posted footage on his X account that showed his fiancé being verbally abused during an American football match between the Philadelphia Eagles and Green Bay Packers.
During the clip, which has had almost 30 million views at the time of writing this crisis communication blog, the man made a series of vulgar remarks that we cannot repeat.
Mr Basara called the comments “unprovoked” and “uncalled for” and asked social media to identify the offender.
What it's like going to Philly just trying to root for your team...
— Alexander Basara (@Basaraski) January 13, 2025
Unprovoked, uncalled for. Packers twitter, help me out and find this guy.... this is not okay
I hate that my fiancé had this happen simply cheering for her team pic.twitter.com/aiHCKzxrSS
And the internet quickly did its thing.
The man and his employer were quickly identified, meaning BCT Partners – a management consulting firm in the US – found itself at the centre of a social media storm.
How did it respond?
Well, the company, which claims it harnesses ‘the power of diversity, insights and innovation to transform lives', quickly issued a statement stating that it had launched an investigation.
“The management of BCT Partners has been made aware of a video circulating involving an employee making offensive remarks outside of the workplace,” it said.
“BCT Partners denounces this type of behaviour, and we take this matter extremely seriously.
“As an organisation that has always stood for inclusivity, the conduct displayed was quickly unacceptable.”
It added: “We have already begun a full investigation as an internal personnel matter to determine what actions will be taken.
“We sincerely apologise to everyone affected by this behaviour and remain committed to fostering a culture of respect for all.”
— BCT Partners (@bctpartners973) January 14, 2025
That investigation quickly reached a conclusion.
A day later, it issued a new statement announcing it had “decided to part ways with the employee”.
It said: “We, the management of BCT Partners, have concluded the internal personnel investigation regarding an employee who was caught on video outside of the workplace making highly offensive and misogynistic statements.
“In keeping with our company values, which are firmly centred on respect, dignity, and inclusion, we have decided to part company with the employee.”
It added: “We condemn our former employee’s conduct in the strongest possible terms.
“The individual’s conduct and language were vile, disgusting, unacceptable, and horrific and have no place in our workplace and society. Such conduct is not who we are and not what we stand for.”
There was also an apology to the victim.
The statement said: “We sincerely apologised to the victim and for the many ways in which these events already have impacted so many people.
“We remain committed to gender equity and fostering a culture of respect and dignity for all.”
— BCT Partners (@bctpartners973) January 15, 2025
That’s a pretty good crisis media management response.
The company has acted quickly in responding to the viral video, which has helped it to limit the damage and regain some control of the narrative.
Eagles fan who hurled vulgar insults at Packers supporters fired from DEI-focused consulting job New York Post
As a comparison, it is worth noting that the Eagles is yet to say anything publicly about an incident that happened in its stadium.
The action shown in the statements from BCT Partners highlights it has been decisive in working to resolve the situation.
It has also been candid in its condemnation of the language and behaviour seen, has apologised to the victim and reaffirmed its company values.
You can argue it feels overly formal in places. Rather than saying “BCT Partners denounces…” and “We, the management of BCT partners…”, just say “we”. Or publish the statement in the CEO’s name and put it in the first name. The apology could also come earlier.
When a crisis strikes and you are in the spotlight, you must move quickly to protect your reputation. There is little time for planning your responses, fact-checking or ensuring you have covered all the crucial bases. So, when the worst happens, wouldn't it be handy to have a checklist you can follow?
But overall, you feel that the company cares and has done the right thing.
The story is a reminder for PR and comms teams that organisations must prepare for all eventualities. And that employee behaviour at all levels can be the cause of reputation damage and cause a crisis.
It also shows that social media can blur the lines between home and work life.
Could you respond quickly if an employee was captured on video – or posted - something controversial, careless or vulgar?
Is employee behaviour outside the workplace in your crisis communication plan?
Just as their behaviour and actions could damage your reputation, the speed of your response and what you say could save or even enhance it.
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