Rosanna M. Fiske is chair and CEO of the Public Relations Society of America.

When Ozzie Guillén, manager of the rebranded Miami Marlins, inserted the proverbial foot-in-mouth during an interview with TIME magazine, where he stated, “I love Fidel Castro,” I immediately began to question the Marlins’ management strategy.

I thought, “Clearly this guy has no understanding of local politics. Clearly he has no understanding of what so many of us lived through in a Fidel-Castro-Cuban regime. Clearly the Marlins management doesn’t necessarily know what it’s doing to the brand.” I wasn’t alone.

To give you some quick background: What Guillén said is highly offensive to many Hispanics of Cuban origin, especially to those who are older. Cubans did not come to the U.S. looking for a better job or a better economic opportunity. Many lawyers, doctors, engineers, journalists and professionals left their homes, careers and even families because of political oppression and the sheer lack of simple human rights — all attributed to Castro and his followers.

Read the entire article at PRSAY.