Dealing With Outrageous Behavior

By Angelique Rewers, ABC, APR

Recent public outbursts from Serena Williams, Kanye West and Rep. Joe Wilson, R-S.C., left many people shaking their heads in disbelief. However, the truth is, rude behavior is everywhere.

Communicators are often in the unenviable position of having to handle the damage control. (My former boss used to refer to this as the communicator's "pooper-scooper role.")

Here are a few tips on how to make an effective apology that helps minimize the negative fallout from an executive, employee or paid spokesperson's outrageous behavior.

1. Act quickly.


2. Have the offending party -- executive, employee, paid spokesperson, etc. -- make the apology themselves.


3. Use the words "I apologize" instead of "I'm sorry." Research shows that the words "I'm sorry" are so overused that they hold little meaning today.


4. Acknowledge what specifically was inappropriate and why.


5. Encourage the offending party to put it in his or her own words (with you reviewing)
   so that it's heartfelt and genuine. People can tell the difference.


6. Avoid justifying the action with qualifying statements or the "non-apology" apology
   (i.e. "I'm sorry you feel that way.)


7. Communicate what will be done to rectify the situation or prevent a similar situation in the future.

Bottom line? People can tell the difference between those who truly feel remorse versus those who are making amends simply because their agent or PR person told them they have to. There was a stark contrast between Kanye's heartfelt embarrassment on the Jay Leno Show versus Serena's "disbelief" that anyone could feel threatened by her simply because she had "never been in a fight in her life..." as though it was the line judge's over-reaction that was at fault.

Everyone makes mistakes. How the public remembers it has everything to do with what happens next.

Copyright © Bon Mot Communications LLC 2009

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