Professional Portrait

Taken in Oct. 2017, Lincoln, Oregon. Photographer: Sarah Smallwood

My name is Sarah Smallwood. I am a Norman, Oklahoma native currently attending college at the University of Oklahoma. I am pursuing a degree in public relations with a minor in environmental studies.

Being a junior in college, I have narrowed down my future goals to include working as a public relations agent for an organization working with the environment, either in marine conservation or outdoor gear and clothing. My hobbies include photography, video-gaming, and a multitude of outdoor activities.

My passion for the environment and conservation is what drives most of the fundamental decisions I make. I believe that climate change is simultaneously one of the largest threats to society, while also the most overlooked. I want to advance the cause of conservation and wildlife advocacy by managing the relationship between the public and wild-life related entities, whether that is a conservation firm or a clothing company which sells hiking and camping gear.

As a public relations major, I am expected to combine effective writing and communication skills with research and strategic thinking. In a world that increasingly relies on personal devices for sources of content, the area of design is becoming vital to public relations specialists. Currently, I am a novice to design and all that it entails, still learning how to use an advanced camera and editing tools.

I look forward to attempting to master various design tools and techniques, and learning how to apply these to my career goals.

An Analysis of H&M’s Garment Scandal and Apology

Screenshot of H&M’s Scandalous Product from USA Today

In early Jan. 2018, the global clothing company H&M released a young boy’s hoodie which read, “The Coolest Monkey in the Jungle”, modeled on a young African American boy. The clothing ad immediately caused wide-spread backlash on the internet, as well as store protests and online boycotts.

H&M released an apology in response to the issue, explaining that the racist undertones were accidental and a consequence of negligence, not intentional discrimination.

After reading the apology statement, my initial thoughts are drawn to the crisis management tactics they employed. The company acknowledged the central faults with the ad while also defending the company in a, in my opinion, tasteful manner. It is clear that H&M wants the public to not only know they are sorry, but also that the incident was purely accidental. However, the company also acknowledges that accidental racism is still racism, and that future steps will be taken to prevent incidents such as this.

H&M has a page dedicated to the apology, has removed the ad from the internet and the hoodie from the market, and has hired a diversity manager to oversee operations and advise. Because of these things, I am inclined to feel that H&M is being sincere with both their apology, and the actions the company is taking to back-up the apology.

Before this assignment, I was aware of the scandal, but as unaware of the official apology and the actions H&M has taken to repair the situation. After researching the issue, I now feel more positively towards H&M and am interested to see what the company does in the future as it continues to operate in today’s social climate which is focused heavily on present-day institutional racism and discrimination