It gets up my nose when PRs access the ‘lazy file’ when their clients do dumb stuff.
I mean, why do acclaimed professional communicators deliver hollow, default statements when required to craft and coach authentic and credible expressions of responsibility and regret in the event of celebrity PR disasters? What’s the purpose of these generic communications? Why do we get apology by cut ‘n’ paste?
We continually get a predictable grab-bag of cliches, half-truths and wholly unconvincing claims of accountability and remorse. Read this generic statement and you can pretty much substitute the name of the un-saintly football player with the name of any basketballer, cyclist, rugby or soccer player caught with his pants down, brain addled, veins full or fists balled.
In PR disasters, perhaps many PRs don’t craft connective, meaningful, believable and winning crisis management statements because they don’t have the emotional intelligence in themselves to be able to help the client process and express? It’s also true, though, that spin doctors are often hamstrung by the instructions given by lawyers advising the company, club or code.
Next time a sports star or celebrity makes “a mistake” (a patronising misnomer), PRs should try asking: A) what really went on for YOU that time? B) why did YOU the player make that choice ? C) what was ingesting the substance all about for YOU? D) didn’t YOU fear getting caught? and E) what feelings did YOU have at the time, and what do YOU feel right now ?
Then a PR might prefer to compose something like this:
“First off, this was not a mistake; this was about my decisions, actions and stupidity. It was also about me thinking I was too cool and too big to ever be caught. Honestly? I was partying hard and intoxicated. I thought my edgy “cool” lifestyle would make me look like a rockstar to my mates.
I don’t know why I feel the need to impress them when I should be impressing the code, the club and the fans who have genuinely trusted and respected me. I will think about that and get to the bottom of it most likely with a specialist counsellor.
Recording the incident was simply stupid. I’ve done courses and had advice to be careful with online media but I made a daft choice which lead to this trouble. Again, my mistake was in thinking I was too special, too cool to be caught. Right now, I am full of self-recrimination and shame for the hurt I’ve caused to everyone who cares about me. I will work on this and hopefully emerge a better, more mature and trustworthy person as a result.”
No-one expects footy players to be angels or Saints (geddit?). But with the myriad of PR disasters – and subsequent player education courses about using social media and drugs – you’d half-expect these young men to use at least half of the wits they have! (Note; not many female athletes do such dumb sh*t!).
Generic PR apology statements appear to say all the right things but they only tell us one thing for sure: THAT THE ATHLETE DID NOT ACTUALLY SAY THESE WORDS!
And that shows they’re reluctant to be truly responsible and remorseful as they look to recover from being rumbled.
Hat-tip ColorCube for image loan.