Lydia Callis, Micro-Celebrities, and Brand Alignment

Over the past 24 hours New York and several other states on the east coast of the United States have been dealing with the weather beast that was Hurricane Superstorm Sandy. The storm's wake has left billions in damage, interruptions in services, and unfortunately deaths as well. We've also witnessed many stories of bravery, sacrifice, and concern for neighbors near and far. I have a deep appreciation for all those out there who helped each other during this tragic event. Thank you for all that you've done and will continue to do to get people and communities back on their feet.

During times of distress and uncertainty it's extremely important to be able to connect with trusted resources for information. And while my Twitter and Facebook colleagues provided plenty of useful communications, there was also fast spreading misinformation as well.

Lots happening out there. Please don't share disaster related info unless it's been verified! Misinformation has an impact. #sandy
— Victorio Milian (@Victorio_M) October 30, 2012

So I turned to the local news to confirm things. And during a press conference by New York City's Mayor I came across Lydia Callis.

Lydia Callas via gothamist.com

Identified as Mayor Bloomberg's sign language interpreter, Ms. Callis has a presence about her that kept my family and I glued to the screen. She's incredibly expressive, which served as a great counterpoint to the mayor's serious message. Her movements were a bright spot in a otherwise severe situation. Check out Ms. Callis in the video below and see for yourself, especially in relation to how somber those around her are (mobile users may need to click here to view):

I can't remember the last time I watched an entire press conference. I quickly became a fan and apparently I wasn't the only one.

Ok. The mayor's ASL translator is my new favorite human. Where's the Lydia Callis FB fanpage?
— notatyrant (@notatyrant) October 30, 2012

Can we give Lydia Callis her own reality show where she goes around making dry, bureaucratic press conferences look fabulous? #sandy #nyc
— Dr. Ellie Sattler (@chocobohomo) October 30, 2012

I think Mayor Bloomberg doesn't want #LydiaCalas to get too famous--press conference camera has a tight shoot on him, not her :-)
— Victorio Milian (@Victorio_M) October 30, 2012

In a short space of time she's become a "micro-celebrity," with multiple fake Twitter accounts being created (One in which I've been communicating with, for better or for worse. Note the misspelling of Ms. Callis' name on my tweet), a Tumbler account, and numerous press outlets covering her.

But is she overshadowing the message? Is all the press about her having a negative impact on what is supposed to be a serious news event?

Organizations spend a lot of time, energy, and effort into crafting communications that are clear, informative, and well targeted toward its intended audience. It's important, especially during critical events, that the messenger doesn't overshadow the message. How many times have well-intentioned communications been diluted or derailed because the manner in which they were transmitted (by human or other means) was faulty?

Legitimate concerns, to be sure. I don't believe for Ms. Callis' that that's the case. Part of my reasoning stems from the specifics of her duty. In relation to the entire disaster related communications apparatus being utilized for the Superstorm, she occupies a very small role. Vital yes, but still small in comparison to all of the different on and off-line channels and personnel being used by New York City to keep people informed of disaster efforts. Another reason is that, in spite her exuberance, Ms. Callis is all business. When she's not translating Mayor Bloomberg's press conference she's either very still or she immediately leaves the stage. Her function is clear and she doesn't deviate from it.

If, for whatever reason, Lydia Callis decides to cultivate her 15 minutes of fame I won't be mad at her. For a few days during a real disaster she brought a smile to many a New Yorkers' faces. She was a bright spot in a ugly storm. And that can be as important in restoring confidence in an entity (in this case the government of NYC) as the most up to date information.

If you're interested in helping those that may have been affected by Superstorm Sandy, reach out to your neighbors and local community leaders. Or you can make a donation to the organization of your choice, such as the American Red Cross. And watch out for scams!