A complaint evidenced Semrush, since some attendees could not enter an event on the platform because they were Mexican.
The Semrush act against Mexicans forces us to understand the importance of companies having flexible and empathic communication.
After the contingency and with a growing demand to adopt trends such as inclusive language, brands are at the worst time to commit sins in communication.
a strange measure of semrush in the announcement of an event surprised some attendees, who denounced the platform for preventing them from accessing because they were mexicans.
The fact was exposed on social networks with all the details, such as a graphic witness showing the response of Semrush’s communication manager, arguing that a “strange” policy prevented them from accepting Mexicans, despite the fact that this event was taking place. performing on a Mexican beach.
After exposing the case on social networks, the comments have lamented the incident and forces us to question, what leads a native digital brand to undertake racist policies in the middle of 2022 and at a time when after a tragic contingency and the promise that the ecosystem online is to “connect” without distinction?
We leave the question in the air while we continue to notice what happened to this story.
communicate the incommunicable
According to the witness who revealed this, identified as Andrés Muguira (on LinkedIn), Nicole Ponce, communication lead on the platform, was in charge of “explaining” why a “strange” policy prevented her from entering the event.
Being the communication “lead” of a company details a lot about personal values and the ability to understand the market, when we live in a very drastic transformation process in what we communicate and it gives guidelines to understand what guidelines and concepts no longer fit in your role as a professional. That is, starting from openings, such as those that force you to understand matters such as inclusive language, answer questions such as why or why not integrate it into your professional brand vision; also understand what policies do not make sense for you, on the part of the company you work for, especially when you collaborate for a company born in a digital ecosystem, where the promise of connectivity has no place for racism or discrimination, among other bad practices.
You don’t eat, you don’t arrive
There are phrases that have remained in the memory of Mexicans, who say “you eat and you go”. For Semrush, neither eating nor attending was an option for Mexican attendees, who tried to enter an event due to a policy that not even their communication “lead” could understand.
When the communication manager cannot understand why a policy exists within a company, there is a serious problem that no brand can afford.
Today more than ever, companies must start from a flexible, synthetic and empathic communication, otherwise, they lose themselves to a consumer who no longer accommodates these measures and the team of these organizations is prevented from growing, first betraying themselves as a brand, by talent and the consumer.
miscommunicate and
Poor communication has become a bad practice that should not be replicated.
These incidents have triggered real nightmares for brands like Pepsi, when it activated a campaign with Kendall Jenner and the action ended up as the brand’s worst measure of how to advertise and achieve bad results with it.