Poor Foresight and Decision Making in Communications a Dangerous Business Decision

This sign was posted in the Harry Reed Insurance Agency office window in Millinocket, Maine on the Juneteenth holiday. (Photo courtesy of photographer, Lisa Groelly)

It’s not always easy to ascertain when bad judgment took place in business decisions yet when it comes to communications, it’s clear that someone or some group of people didn’t pause, think and reconsider what they were about to communicate. Such is the case for the leadership at an insurance agency in Maine, which has suffered costly punishment and consequences.

The NPR headline: “2 insurance companies end relationship with Maine agency after racist Juneteenth sign.”

“Juneteenth ~it's whatever... We're closed. Enjoy your fried chicken & collard greens,” the Harry E. Reed Insurance Agency in Millinocket, Maine communicated.

The consequences of the sign pictured above, include, “Progressive and Allstate are terminating their relationships with the agency, according to representatives of the insurance companies,” Jonathan Franklin of NPR reported.

This was necessitated by the story becoming known and of course the viral nature of media and social media blowback. The insurance companies also likely became aware of the negative, punitive 1-star reviews posted on Google and Yelp. That was the tribal punishment for violating social expectations.

Some Google reviews:

Chris Pinette: “Not very progressive for being a Progressive Insurance agent.” That comment has earned 1,070 “likes.”

Alexis Murrell: “It's impossible to see eye to eye with a business owner that belittles my skin color, unprovoked. America needs to stop protecting these people.”

bigbowlowrong: “I don’t know what y’all are complaining about, these guys are extremely hospitable. They even drove me to my weekly cross burning the next town over after my appointment! Five stars guys, keep it up!”

Gary Smith: “Sounds like this business hates people of color.”

Progressive spokesperson Jeff Sibel wrote in an email that Progressive is “aware and appalled by the sign,” and “that At Progressive, Diversity, Equity and Inclusion (DEI) are fundamental to our Core Values. We're committed to creating an environment where our people feel welcomed, valued and respected and expect that anyone representing Progressive to take part in this commitment,” Sibel wrote. “The sign is in direct violation of that commitment and doesn't align with our company's Core Values and Code of Conduct.”

Allstate was also not happy, saying, “We are terminating our contract with this independent agent. Our commitment to Inclusive Diversity and Equity is non-negotiable and we take action when individuals violate our code of conduct.”

“Non-negotiable.”

Franklin and NPR contacted the Harry E. Reed Insurance Agency for comment yet did not receive a response.

Interesting note, Franklin reported, is that Maine celebrated Juneteenth “as an official holiday for the first time on Monday. Governor Janet Mills signed a bill into law last year declaring the annual commemoration a paid state holiday. This month, Mills signed a proclamation declaring June 19 as Juneteenth. Juneteenth is an annual commemoration celebrated on June 19 that marks the United States' second independence day.

“In 1865, Maj. Gen. Gordon Granger — who had fought for the Union — arrived at Galveston, Texas, with nearly 2,000 troops to announce that the more than 250,000 enslaved Black people in the state were finally free.

“Joe Biden signed a bill in 2021 to recognize Juneteenth as a federal holiday.”

Whoever at the Harry E. Reed Agency who wrote that communication on paper, decided to not throw it away and then proceed to tape it up on the window of the business, knowing it would hurt people deeply, not caring about it, and doing this all out of disgust and anger, didn’t exhibit professionalism, compassion and humanity.

They also didn’t conduct risk management for trust within their business market, relationships with customers and prospects and the community, protect the agency’s reputation and thus, the well-being of the business.

The punishments and consequences are not over.

This company communication, and the Harry E. Reed Agency is not the only business who has conducted itself in ugly, reckless ways, was shortsighted and revealing of character deficiency. That’s now part of its reputation and brand.

The owner of the insurance agency should show strength and make a public comment in response. The level of sincerity in the remorse and shame communicated will be closely scrutinized. The “B.S.” antennae will be highly tuned.

It would serve the owner, his employees and the business best to show humility and sustain it moving forward, depth of remorse communicated in a manner that feels “real,” compassion (sustained action) and a commitment to having conversations to help hurting people feel heard, understood and respected.

All these could help to some degree as acts of contrition, education and a willingness to change for the better.