Hearts & Minds: Stakeholders vs. Sales: The Rooney Dilemma

So far, the BBC is saying little. ‘Matters relating to proscribed organisations are for the relevant authorities’, is their public reaction, regarding Sally Rooney’s threat to donate the proceeds from her books to a group banned under UK law. Same with the author’s publishers, retailers and the companies involved in the films of her books. The comms teams are faced with a classic dilemma. Their ‘talent’ has expressed views that cause offence to many people. Equally, they can point to other artists and celebrities that are treading the same path. There they are, faced with a proven earner. To turn it away smacks of commercial madness. In this, though, they are not alone. Plenty of bosses have been in a similar position down the years, when a partner public figure has done or said something to place them in a bind. Contracts are hastily examined for the get out clauses, while the potential loss of revenue is also assessed. They need to be put to one side. What matters here is risk of damage to reputation – will our name suffer if we maintain our association, how will we, as a whole, be affected? They must think of all their stakeholders – not just disaffected customers. Some employees might quit, as could partners and investors. Their premises may be vandalised, they will be news and social media will be in overdrive. They could lose their community, their standing. All this, and more, must be considered.

For now, with Rooney, they can ride out the storm. What is different here, however, is that the author has gone further and said she will give cash. That is going beyond. It is this that is putting her in the headlines and is capturing attention. It is money that those firms have helped Brand Sally Rooney raise. There’s a direct, causal link that they cannot deny even if they wanted to.

It may prove to be an empty threat, in which case the situation does not change. But if she does follow through, what then? In a sense that makes their decision easier – she will have broken the law and could face criminal proceedings. It will hurt but they would be faced with little choice, they could not be associated with illegality. Likewise, it may be that the ban is lifted, in which case, relief all round.

Do nothing, watch and wait, appears the best policy. For now.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.