Layoffs are never easy, and I don’t envy anyone in the position of delivering that news to an employee. There’s no manual for it, and there’s no training that can properly prepare you for it. But when a decision is made, I’ve grown to understand that the less you say, the better. Cumulus Media is no different from any executive or company in any other line of business. Layoffs are unfortunately a regular part of business, and the less you say, the easier it is to get back to business.
Late Friday, Cumulus Media released a statement on the departure of Greg Papa from KNBR. The 63-year-old legacy broadcaster was released by the company while he continues his battle with leukemia and the effects of his treatment. If the less you say is better, the statement by Cumulus Media should be the single best example of what not to do following layoffs.
With hundreds of people losing their opportunities in radio last week, Papa’s departure stood out for good reason. It’s been no secret that he continues to fight a health battle, even making a return to KNBR for a period last year.
In a business built on connection, Papa maintained his with the listening audience in San Francisco throughout his fight. The support he’s received following the news of his departure from the station serves as proof of that connection.
Lacking Impact
In an obvious Friday news dump, Cumulus released a two-paragraph statement on Papa’s departure from KNBR through the station’s social media accounts. It read like any corporate statement on an employee departure would: crediting the resume of the person leaving, showing appreciation for the legacy Papa helped build, and essentially stating that the company could not comment on the reason behind the decision but hoped to have Papa back another day.
The memo itself was rare. Almost never does a company release anything like this to the public following layoffs. Yes, there was outrage from listeners both on air and online, as well as from talent. That outrage should have been expected before the news about Papa became public.
I’ve been in the meetings where we prepare for how to handle bad press surrounding layoffs. It’s a common occurrence with any company about to enact layoffs. This statement makes me wonder: Did those meetings not happen?
Remember, the less you say, the better.
What happened following the release of the statement should also have been expected. Did Cumulus Media expect a pat on the back with this one? Was there an expectation of praise for sharing the company’s gratitude for Papa’s tenure?
Also, unsigned? Just a statement from Cumulus Media signed “Cumulus Media.” With the amount of responsibility and salary that comes with making these types of decisions, wasn’t there one executive willing to go on the record for creating such a statement? Guess not.
The People Are The Voice
In the days following the news of Papa’s departure, KNBR and its listeners shared a balance of disgust and remembrance in their reaction. The number of ties Papa’s legacy has to KNBR and San Francisco sports radio spans generations. Every talent on that station shared not only a deep appreciation for the legacy he built but also the heartache his departure caused.
In nearly every case surrounding layoffs, that’s the only statement any company should make. Layoffs are not intended or designed to generate positive press. That’s why every company doesn’t make statements following layoffs. That’s where Cumulus’ latest example was a misstep.
Cumulus Media didn’t need to say anything about Greg Papa’s departure. The company didn’t owe the audience an explanation, and it certainly wasn’t going to provide one that would satisfy those who were angry about the decision. What it did owe Papa was the opportunity to have his departure handled with dignity and respect.
Instead, Cumulus chose to issue a statement that accomplished very little and created an entirely new conversation about the decision. The company turned what could have been a difficult personnel decision into a public relations issue.
That was the mistake.
In the aftermath of layoffs, silence isn’t always comfortable, but it is often the most responsible approach. Allow the people who worked alongside the person who departed speak to their contributions. Let the audience remember what they meant to the station. Let the former employee decide how much they want to say about what comes next.
Cumulus didn’t need to defend itself. It didn’t need to explain Greg Papa’s departure. And it certainly didn’t need to put out a corporate statement that invited more questions than it answered. Sometimes leadership means knowing when to speak. Just as importantly, it means knowing when not to.
In this case, Cumulus Media would have been better served saying nothing at all.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.