This blog has covered the Foxconn suicide streak on occassion because PR people often look at crisis situations and wonder "what would I do if it really got that bad."
Communicating for a company whose PR problem is that it's workers kept jumping off buildings - well, you have to pay attention.
Which is a long preamble to this story by Joel Johnson in Wired Magazine (the March cover) in which he examines the suicide rate among Foxconn employees against the overall rates in China and finds that it's actually fairly close to the average.
I seem to be witnessing some of those damage-control efforts on this still-warm fall day as two Foxconn executives—along with a liaison from Burson-Marsteller, a PR firm hired to deal with the post-suicide outcry—lead me through the facility. I have spent much of my career blogging about gadgets on sites like Boing Boing Gadgets and Gizmodo, reviewing and often praising many of the products that were made right here at Foxconn’s Shenzhen factory. I ignored the first Foxconn suicides as sad but statistically inevitable. But as the number of jumpers approached double digits, latent self-reproach began to boil over. Out of a million people, 17 suicides isn’t much—indeed, American college students kill themselves at four times that rate. Still, after years of writing what is (at best) buyers’ guidance and (at worst) marching hymns for an army of consumers, I was burdened by what felt like an outsize provision of guilt—an existential buyer’s remorse for civilization itself. I am here because I want to know: Did my iPhone kill 17 people?
You know Burson gave him the data on suicide rates among American college students. Just the initial framing of the story has to be considered one of the great triumphs of media relations. Somehow, the company has seized the narrative. The story turns into a weird kind of negative muckraking, wherein the journalist is trying to shock his audience that life in a Chinese factory isn't so bad, all things considered.
That 17 people have committed suicide at Foxconn is a tragedy. But in fact, the suicide rate at Foxconn’s Shenzhen plant remains below national averages for both rural and urban China, a bleak but unassailable fact that does much to exonerate the conditions at Foxconn and absolutely nothing to bring those 17 people back.
But the work itself isn’t inhumane—unless you consider a repetitive, exhausting, and alienating workplace over which you have no influence or authority to be inhumane. And that would pretty much describe every single manufacturing or burger-flipping job ever.
He does close by blaming consumerism for sins like forced overtime and family separation that they lead to - but overall any PR person confronted with this problem would have to be ecstatic at this result.
Another key point to observe is that media team found exactly the right reporter to work this piece, which is a hidden talent as most PR involves "taking what you can get" from whoever will take your calls. This guy had the guilt to do the story, the talent to do it well and the objectivity to report the story in full rather than making it either a hit piece or self-indulgent whining.
The team had to find exactly the right reporter to handle this - and they did.