Esports and PR in the age of cancel culture

Keith Medrano: Not all situations can be solved by issuing a PR statement.
Aug 16, 2023
Keith Medrano
PHOTO: Keith Medrano

Today, almost anyone who occupies space in the public consciousness can be canceled, or for more emphasis, canceldt. The word now means more than just not conducting or performing something, like canceling your order. “Cancel” has taken a more pernicious meaning: to bring to nothingness, to destroy. In many cases, canceling means more than boycotting: it involves online shaming, harassment, and even doxxing someone to punish them.

SPIN.ph’s Abo Limos interviewed Keith Medrano, a public relations professional working in the esports industry, in which online bashers and trolls abound. Medrano is a two-time Anvil awardee who has seven years of experience in PR and media management. Before joining MOONTON Games as its regional PR manager, Keith worked at a PR agency and handled tech, banking, education, tourism, and motoring accounts.

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Keith Medrano, Two-Time Anvil Awardee and PR Regional Head of MOONTON Games

Keith Medrano

Medrano sheds light on how PR managers and reputation architects can fight back against bashers, trolls, and lying perpetrators of cancel culture.

ABO LIMOS: Have you ever been canceled? What was it like and what was your first reaction?

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KEITH MEDRANO: I've never been canceled. I have not made any controversial statements online. I usually use my social media platforms to share more about my daily fun activities. I also use social media to check the news on my feed. If I feel strongly about something, I use a different platform.

But I've seen a lot of celebrities and key opinion leaders (KOLs) who got canceled online. My first reaction would always be to read more about why a certain personality got canceled and assess whether the 'canceling' is justifiable. Was the cancellation necessary? Did the celebrity take accountability? How did the celebrity apologize? Did the public forgive him/her? Did s/he gain back the trust of his/her fans?

Right now, it's really hard to judge based on what you see online. So what I usually do is read more about it, then reserve my judgments for later.

Keith Medrano on the things that get people bashed

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A.L.: In your experience as a public relations manager, what are the usual things that get people canceled?

K.M.:In my previous work, I handled campaigns with artists who became controversial and eventually got canceled by the public. At the height of the pandemic, brands had to be extra careful when choosing the key opinion leaders (KOLs) that will represent their campaigns, because that was the time when people had more time on their phones and got more critical and sensitive about each other's health and welfare.

I remember conducting in-depth research about the cancel culture, setting some standards on how to evaluate a celebrity, and doing a social listening scan to see if they fit the campaign. This includes a requirement to not be involved with any issue for the past months or years. That's how strict the selection process was. I think now, it has become normal for brands to look into their past issues, if there are any.

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Keith Medrano With Members of the MPL Philippines Press Corps

Keith Medrano with members of the MPL Philippines Press Corps

In 2019, the most common reason why celebrities got canceled was because of insensitivity and lack of empathy toward their audience. When the world shut down due to the pandemic, some influencers created content about their daily lives without considering the message it might send to their followers. Sure, they can freely flaunt their exciting activities online, but to brag about it while other people suffer in silence is a different story.

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Some other reasons why influencers get called out include the lack of authenticity. There are celebrities out there who endorse a certain product that they don't even use, to begin with. Real fans of that product would notice it. Since people got more time to use their mobile phones and social media platform, they can see it when someone doesn't tell the truth, or if their content is too good to be true.

For example, if someone endorses a certain Android phone and posted a mirror selfie on Instagram using an iPhone, even in a subtle way, people would know. People would comment. This is based on experience as well.

Coming from the learnings above, whenever we craft our PR plans, we always make sure to be sensitive and authentic. Are we reaching out to the right KOL/s? Is this the right message to be sent to the right people? Are we being insensitive with some of the executions? Does this campaign appeal and relate to the public? Are we using the right channels to send this message across?

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The same thing can also be said when it comes to brands.

When I started working at MOONTON Games, I realized that the fans are on a higher level of dedication to supporting their favorite teams. They spend a lot on merch items and flight tickets and dedicate so much time to rally behind the teams. So from there, I understood that we need to always take into consideration the community’s thoughts and opinions when we need to decide on something.

For instance, I remember the issue with the Estes skin and how disappointed the players were when they saw the first design. Since the players are always online and streaming, it is expected of them to air their frustrations with their fans. So fans called out the brand to hear what the players would really want.

The Controversial Estes Skin

Estes

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We took the time to set up a meeting and discuss, once and for all, the design that they wanted. It’s not like the brand did not want to listen to the players, it’s just that the communication between the brand and their management, and players could have been better.

Now, fans love the Estes skin, thanks to that discussion that happened. No more 1-star rating, haha!

Keith Medrano on the importance of 'receipts'

Keith Medrano

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A.L.: Cancel culture can be so toxic because you are faced with an enemy that is faceless and nameless. How do you fight back?

K.M.: RECEIPTS!

Yes, receipts. In the age of cancel culture, the only weapon you have is receipts. It’s a Gen Z term that pertains to proof, usually in the form of screenshots. But simply put, receipts are truth.

Truth is our only weapon when faced with backlash. People think PR pros lie to make the brand’s image cool, but no. When you lie, it will open more questions which you’d need to twist once again to fit your narrative. And it will be a tedious cycle.

I, personally, as a PR practitioner use the truth to fix a miscommunication. To quote my favorite TV character Olivia Pope, “Truth is like the sun. You can shut it out for a time, but it is not going away.

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Sometimes, cancel culture starts when there's a huge misunderstanding between the brand and the public. Then it blows up when there are just a lot of contradicting claims from different uninformed parties. So, again, truth is what we use to reach out to our community.

A.L.: Do you sometimes feel that you should just ignore the bashers? Is this the best way forward?

K.M.: It’s a case-to-case basis but I’d say that we don't always have to 'fight back.’ Whenever we are faced with criticism, the first thing to do is assess whether the criticism is substantial and valid. Because sometimes, fans just love to see someone get ridiculed because it's 'drama.' They find it funny when someone is at the center of attention and public discourse.

It’s easier to ridicule people online rather than spend a minute or two to dig deep and be objective about it first. An example would be how people reacted when a 20-year-old student claimed he got admitted to 30 universities in UK and US. A lot of them doubted him just based on how he answered interview questions. He faced scrutiny and got bullied. Turns out, 10 out of 30 schools confirmed that he truthfully obtained scholarship grants.

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To most of us, cancel culture is our process of calling for accountability collectively, serves as a tool of social justice, and it is. But for some, they use it to bash someone online just for the thrill of it. It is when the cancel culture is taken too far and makes this a form of social media mob that resolves nothing.

Keith Medrano

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A.L.: What is the best defense against cancel culture and liars who paint you negatively?

K.M.: It would have different approaches depending on the situation.

If someone made a mistake, then own up for it. Take responsibility for it and make sure to take steps to address and correct it. Not all situations can be solved by issuing a PR statement. Cancel culture demands accountability.

A.L.: Would you advise anyone to debate with bashers?

K.M.: Debate is a heavy word, but I’d rather communicate with bashers to show them ‘receipts.’ Fans or people online always demand truth and accountability, and receipts are the best way to address them.

A.L.: What piece of advice would you share with victims of cancel culture?

K.M.:First thing is not to allow it to get into your head. When you know you are wrong, have the courage to admit it and take steps to improve and address it. It's just not about navigating through this cancel culture experience, but also improving how you respond to certain criticisms.

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If you’ve done nothing wrong and you think you need to clear the air, better to be objective as much as possible when presenting your receipts.

It’s not the end of the road.

Keith Medrano

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PHOTO: Keith Medrano
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