Aflac chief Daniel Amos won't wait very long to break the bad news.
"Those who work closely with me know that I have a saying that I live by and that is that 'Bad news does not improve with age.' By this I mean that even if it isn't good ... don't wait to deliver it," Amos said yesterday during a Boston College Chief Executives' Club of Boston luncheon.
To a roomful of rapt executives, Amos recounted two crises that hit the insurer in rapid succession.
The first was the March 2011 earthquake-tsunami disaster in Japan, where Aflac gets more than three-quarters of its revenue. The company quickly announced that all of its employees in the country — nearly 5,000 — were safe, and Amos hopped on a plane to Japan despite warnings about nuclear radiation.
"Lack of information does not mean that you can stand back and let uncertainty fester. We take our responsibility to communicate with our shareholders seriously," he said. "It's the right thing to do and over time it establishes credibility and consistency with investors, employees, customers and sales agents."
As the disaster unfolded, comedian Gilbert Gottfried — the voice of Aflac's iconic duck brand — tweeted "hurtful and insulting" jokes about Japan, Amos said. Gottfried was fired 30 minutes after Amos first learned of the Twitter outburst.
Aflac was forced to pull all commercials featuring Gottfried and rely solely on a silent movie-style spot until the duck's voice was revived through a nationwide audition that drew 11,200 online applicants — and positive publicity.
"The events we faced proved to me that when you're decisive, you're transparent and ultimately when you're trying to do the right thing, it will reflect in your company and in your image," Amos said.
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