Case Study: Accepting a royal honour as the head of the International Slavery Museum

Imagine the client is the Head of the International Slavery Museum at National Museums Liverpool, recently accepted an Officer of the Most Excellent Order of the British Empire (OBE).

This recognition has sparked varied reactions, given the historical and contemporary complexities surrounding the British honours system, particularly in the context of the museum's mission and the client's role.

What are the PR ramifications?

Accepting an OBE as the Head of an institution dedicated to the history of slavery and its legacies can elicit mixed reactions. The OBE is a symbol of British imperialism, and for many, it carries connotations of colonialism and oppression. Thus, the public relations ramifications include:

1. Criticism from anti-colonial advocates: some individuals and groups may view the acceptance of the OBE as contradictory to the mission of the International Slavery Museum. They may argue that accepting such an honour undermines the museum's efforts to address historical injustices

2. Support from progressive voices: others may see this recognition as a positive step towards inclusivity and progress. They might argue that having a Black leader in such a prominent position within the honours system is a sign of societal advancement

3. Community sentiments: the local and broader Black community may have diverse opinions. While some may feel pride and inspiration, others might feel that the acceptance of the honour compromises the integrity of the fight against systemic oppression

Given these ramifications, the messaging strategy should be carefully crafted to address concerns while highlighting the positive aspects of the recognition. The following approach can be considered:

1. Collective recognition: Emphasise that the OBE is not a personal accolade but a recognition of the collective efforts of the community and the museum's mission. This helps shift the focus from individual accomplishment to communal progress.

2. Historical context: acknowledge the complex history of the British Empire and the honours system. Recognising this complexity shows awareness and sensitivity to the historical weight the honour carries

3. Advocacy and representation: highlight how this honour provides a platform to amplify the voices of marginalised communities, further the museum's mission, and inspire future generations

4. Personal significance: address the personal significance of the honour as a milestone in the journey towards equity and representation, particularly within historically oppressed communities

5. Reject the reward:  making a public statement rejecting the OBE will demonstrate the alignment and historical cohesion

We read the initial messaging and suggested the following:

The initial messaging provided can be refined for better impact and clarity:

"I am deeply honoured to accept the OBE as a recognition of the collective efforts of my community and the many individuals who have supported me along the way. As the Head of the International Slavery Museum, I understand the profound historical implications of this honour. This accolade is not merely a personal achievement but a testament to the progress we are making towards greater equity and representation.

Accepting this honour as a Black individual holds significant meaning. It reflects a broader narrative of inclusion and the strides we are making towards dismantling systemic barriers. In my role at the International Slavery Museum, this recognition empowers me and my community to amplify our voices, extend our reach, and continue our mission with renewed vigor.

This honour also serves as an inspiration, particularly to young Black individuals, showing them that success is attainable and that their contributions are valued. Together, we can continue to advocate for justice, educate about the past, and build a more inclusive future."

Why the Initial messaging needed refinement

1. Clarity and focus: The initial messaging was somewhat fragmented. The refined message is more focused and cohesive, ensuring the key points are communicated clearly

2. Contextual sensitivity: The refined message better acknowledges the historical context and potential criticisms, showing a deeper awareness of the complexities involved

3. Community emphasis: The revised message more effectively highlights the communal aspect of the recognition, positioning it as a collective achievement rather than a personal accolade

4. Forward-looking: The updated messaging is more forward-looking, emphasizing the positive impact of the honour on future advocacy and representation efforts.

By carefully crafting the messaging, the client can navigate the potential PR challenges while leveraging the recognition to further the mission of the International Slavery Museum and inspire the community.

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