Will Smith's Delayed Apology
Dave Oates, APR
Corporate and Crisis Communications Executive, Author, Speaker, Educator
I wasn't sure what I was going to do for my video blog this week until the Oscars came out. And there was a fight that broke out on stage. We all know about Will Smith and Chris Rock getting into it and the ensuing aftermath. Will Smith apologized, Chris Rock declined to file charges, there's now an investigation by the Academy, and ultimately a conversation will take place about who was in the most right and who was in the most wrong.
Here's the thing. I’ve learned throughout my life that we all do things that, ultimately, we're not proud about. We all are works in progress, and we all do things that we wish we could take back.
So in a Crisis PR situation, the question is, when do you atone for your transgressions? And really, when it comes down to it, the big thing that I think Will Smith didn't do correctly — other than getting on stage in the first place — was waiting about 18 hours to issue his formal and direct apology to Chris Rock.
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I'm not exactly sure why it took him that long, but it was way too delayed. My guess is his handlers and advisors were telling him, or at least considering, to wait and see if Chris Rock was going to file formal charges. Chris Rock didn't, and Will Smith came out with his statement not long after.
Coincidence? I don't think so.
Maybe that's the legally correct thing to do. But I think from a Crisis PR standpoint, there was an opportunity missed when Will Smith accepted his Oscar where he and his handlers could have sought out Chris Rock, brought him out to the stage to shake his hand, and issue the apology right then and there.
Award-winning biz dev consultant driving revenue by connecting your distinctions with unique and sustained client and potential client interactions.
2 年Sage advice as always, Dave. It is a mind blow that his press agent didn’t insist on him responding sooner - or maybe he did…
General Partner @ Venture Capital & Angel Investor | Seed-Stage European Origin US Focus High Growth Technology Startup Investor
2 年All these years of work, and he will be remembered with this . I feel sorry for him, yet I know he is the only one responsible . I was especially sad to see all those people giving him a standing ovation at the end .
Risk Management Consultant for the whole company with an insurance focus
2 年are still waiting for his apology for Wild Wild West....
Director of Marketing and Communications, NIU College of Engineering and Engineering Technology
2 年Yes--as he rambled upon accepting his award, then began apologizing, my wife and I kept waiting for him to apologize to Chris. When that didn't happen, it was clear that Will was digging a deeper hole.
CEO @ The Champ Group | Leadership Development Creating and Sustaining Inclusive Cultures and appreciating diversity and equity, I help leaders develop people skills so people feel as thought they belong. Let's Talk.
2 年This was and still is so shocking. Unnecessary drama and so horrible on so many levels.