Last week, the U.S. Supreme Court, ruling in two cases, said workers who claim they faced retaliation for complaining about racial or age discrimination may sue in federal court. In a 7-2 and 6-3 decisions, the justices made clear that federal employees have the same protection as their counterparts in the private sector. As a result, more than 1 million federal workers are now covered by the Age Discrimination in Employment Act.
Some who disagree with this interpretation point out that Congress protects federal workers through the civil service process – meaning they do not need protection through the federal courts.
This is a perception problem federal workers have dealt with for decades. Somehow, these workers are viewed as different from all other employees in our economy. Because they are “civil servants” – or worse yet, “bureaucrats” – it is thought that they do not need or deserve the same legal protection as everyone else. The attitude directed at federal workers is that they belong in a special class – but not always an equal class – of worker.
This phenomenon highlights the central communications challenge for the civil service and those who work in government agencies that, unlike corporations, rarely have the financial wherewithal to publicize their people’s stories or reinforce the value they impart to our nation.
Often, a legal victory can translate into a larger public relations triumph if that victory is leveraged correctly through sound communications strategy.
As such, civil servants should make the most of the Supreme Court’s decision by taking the opportunity to talk about not just the ruling, but the plight of the civil service in general – a highly skilled and imaginative federal workforce that manages the point where the rubber meets the road in American governance, and does so with little to no public recognition at all.
When the spotlight lands on you – for whatever reason – there is always a way to shape the debate and transform the story into the one you want to tell. It’s often a small window of opportunity – but those that know how to seize it reap the branding and reputation benefits of a strategic perception management campaign.
Michael Konczal, Senior Vice President of Levick Strategic Communications, is an accomplished communications counselor that brings a solid background in issues management, crisis communications, public awareness campaigning, branding, and public affairs to the table. During his 25-year career, Mr. Konczal has provided corporate counseling on C-Suite issues to global corporations, national organizations, and governmental entities.
