JMPR Communication

I watched the Chris Brown apology video today wherein he took responsibility for beating up Rihanna 5 months ago.  There is a lot to be learned here about how to issue an apology and manage your reputation.  Haven’t watched it yet? Here you go:

Like many out there, I don’t believe Chris at all. This is one of the most insincere apologies I’ve ever seen. Worse, it’s all over the Internet- and that was his PR team’s plan. According to the Washington Post, Chris Brown’s team posted this video on their Website, and sent the video to various media folks for coverage. Is this a case of social media tactics gone wrong?

What Chris Did Wrong:

1. Chris waited way too long to issue an apology.  I can understand needing to keep silent for the purposes of testifying in court, but he first went to court back in April.  It looks to me that information was released regarding his plea bargain in June.  At the latest, an apology should have been issued in June.
2. Chris makes excuses within the public apology.  By referencing that his attorney wouldn’t let him apologize sooner in addition to his childhood of domestic abuse, Chris loses immediate credibility.
3. The apology appeared to be scripted.  There’s nothing like a script to demonstrate an apology from the heart.
4. The apology tried to re-focus our attention. Chris references how until recently, he did a good job of living in a way that made others proud.  Really?  Is that supposed to help us re-focus on the good ol’ days?

How to Apologize:

1. Apologize in a timely manner.  Really, some statement should have been issued sooner.  Immediately if possible.  And at worst, in June.
2. Apologize sincerely.  I would have felt better, as a former Chris Brown fan, if his apology had been non-scripted and from the heart.  Isn’t sincerity best?  Especially when you’re going to release a video into the social media realm?
3. Don’t make excuses.  Saying you won’t make excuses, and then making excuses is a major fail.  Take total accountability for your actions, regardless of your history/reasons.
4. Don’t apologize for the public.  Apologize for yourself. The public may not accept your apology, but do so in a way that enables you to move on in your life and heal from the experience.

This video could have been really powerful.  With an early and sincere apology, some of the negative press may have been deminished.  Chris Brown was correct in apologizing.  He was even correct in posting a video.  Reputation management is important.  The execution, however, provides PR folks with a great example of what not to do.

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