Why Activision Blizzards Multiple Responses Appear Conflicting

Why Activision Blizzard’s Multiple Responses Appear Conflicting

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With the aims of legal departments and PR not always in synch, Activision Blizzard is sending conflicting messages to the public – and its employees.

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Why Activision Blizzards Multiple Responses Appear Conflicting

Editor’s Note: A lawsuit has been filed against Activision Blizzard by the California Department of Fair Employment and Housing, which alleges the company has engaged in abuse, discrimination, and retaliation against its female employees. Activision Blizzard has denied the allegations. The full details of the Activision Blizzard lawsuit (content warning: rape, suicide, abuse, harassment) are being updated as new information becomes available.

Activision Blizzard has not filed a response at the time of writing in the court docket regarding the July 20 California Department of Fair Employment and Housing civil suit, which alleges many instances of discrimination and sexual harassment at the company. While Activision Blizzard’s counsel is likely preparing to file an answer with the court, there has been a flurry of public and leaked internal communication from the company, and those following the suit may be confused by the mixed messages.

Some messaging from current and former Activision Blizzard staff has appeared to acknowledge past problems with the company culture and a commitment to improve, while other statements have more aggressively denied the credibility of the lawsuit, one going so far as to frame it as irresponsible manipulation by state bureaucrats. An understanding of the sometimes-competing interests of large companies in the position of Activision Blizzard may help clarify the conflicting tones, as its legal and publication relations departments may have different priorities, as might its messages aimed at employees, investors, and the general public.

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Shortly after news of the lawsuit broke, a spokesperson for Activision Blizzard replied to Screen Rant with a response identical to one sent to multiple media outlets. This response stated, “The DHEF includes distorted, and in many cases, false, descriptions of Blizzard’s past.” It further said the state agency “rushed to file an inaccurate complaint, as we will demonstrate in court.” The language aligns with assumed priorities of Activision Blizzard’s legal department – to protect the company from liability. Presenting a confident front also potentially gives a company more leverage in negotiating a favorable out-of-court settlement.

Activision Blizzard’s Lawsuit Responses Carry Different Tunes

For a highly visible gaming company, the public’s perception can be as critical as the defense of any civil action. A leaked internal email from Blizzard president J. Allen Brack, who has since stepped down from the position, carefully walked the space between denial and acknowledgement, noting, “While I can’t comment on the specifics of the case as it’s an open investigation, what I can say is that the behavior detailed in the allegations is completely unacceptable.” Given the specifics of the allegations, the optics of denying the suit altogether would likely not sit well with much of the gaming public, as it could reinforce the notion that the alleged victims are not being heard and that discriminatory actions are not being taken seriously.

Another leaked email from Chief Compliance Officer Fran Townsend, a controversial Activision Blizzard hire with a background in counter-terrorism, mimicked the hard-edged denial of the statement initially sent to the media. Included in Townsend’s reported email were the following statements:

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“A recently filed lawsuit presented a distorted and untrue picture of our company, including factually incorrect, old, and out of context stories. […] We cannot let egregious actions of others, and a truly meritless and irresponsible lawsuit, damage our culture of respect and equal opportunity for all employees.”

A more recent statement from Activision Blizzard CEO Bobby Kotick acknowledged some of the company’s initial responses to the lawsuit as “tone deaf.” This may seem like an attempt to course-correct public relations, but Activision Blizzard has not formally retracted its initial statement to the press; the statements were not tone deaf but carrying different tunes altogether. It appears Activision Blizzard is attempting to placate the concerns of the public and its employees while also positioning itself for a strong legal defense. Outright denial of alleged victimization hurts its public perception, but accepting allegations as possibly being true hurts its chances for a favorable verdict or settlement. For this reason, those following the case can likely expect more measured, calculated statements, like those from Brack, and there’s a great likelihood the company’s legal team will opt for an out-of-court settlement to minimize the public exposure of an already controversial lawsuit.

Link Source : https://screenrant.com/activision-blizzard-responses-conflicting-mixed-messages-kotick-townsend/

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