Apology Notes: Don Imus
As part of an attempt from time to time to comment on apologies by celebrities, politicians, sports figures and corporate executives, I offer the latest controversial apology in the news. This time it is from Don Imus, the famed morning radio talk show host of Don Imus in the Morning.
Known for his shock jock tirades, Don Imus and his producer made some racist remarks about the Rutgers University women's basketball team this past week. Last Tuesday, the Tennessee's Lady Vols had beaten the Rutgers' Scarlet Knights for the NCAA women's championship. You can read about what Imus said here.In response The National Association of Black Journalists (NABJ) issued a statement condemning Imus' remarks. The NABJ and Reverend Al Sharpton have called for his dismissal.
On Friday, Imus made the following on air apology.
"(I) want to take a moment to apologize for an insensitive and ill-conceived remark we made the other morning referring to the Rutgers women's basketball team. It was completely inappropriate, and we can understand why people were offended. Our characterization was thoughtless and stupid, so, and we're sorry."
Few seem satisfied.
We all say things we regret and get caught up in the moment, but, in my opinion, I would rate Imus' apology:
A broken heart (see rating system below). It feels like a forced apology -- not made on his own accord. Shocking and insulting all sorts of people is what he does for a living. He has a long history of doing so. Millions of people have listened to him, and people have made millions of dollars off his shtick. I feel you need to make an apology heart-felt or don't make it at all. A true apology needs a subsequent change in action. Either you don't say something offensive in the first place or you live with the consequences. His apology is not going to change his behavior.
Personally, I don't find racist remarks or offending people funny. I don't listen to him. He is not a journalist or politician. He doesn't purport to be objective or represent the public interest. I don't know what Imus really believes, but if nothing else, perhaps in the future he will catch himself before crossing the line from bad taste and out right racism.
I devised this rating system as a way to understand the role of apologies in crisis communications. It is also attempt to bring meaning back to apologies. It seems every week someone famous is apologizing. Too many apologies are being made these days to gloss over insensitive comments and actions. Apologies have to stand for something. I believe we should reserve apologies for when they are really heart-felt and try to live the rest of the time in ways that don't require us to make apologies in the first place.
Let me get back to you.
Red heart – heart felt apology accompanied by meaningful
change in action beyond what was expected
Technorati Tags: Apology; Don Imus; Imus; Imus in the Morning; NABJ; Rutgers University; Scarlet Knights; Reverend Al Sharpton;
Clear heart – the apology is sincere, with no game changing
action beyond what was expected
Broken heart – meaningless apology mailed in by a PR
department or publicist where bad actions continue
The real significance to Imus non-apology is his use of the first person PLURAL. What's all that "we" nonsense. It's like using the passive voice to avoid disclosing who does something.
It still would have been insincere, but how much better would this have looked:
"(I) want to take a moment to apologize for an insensitive and ill-conceived remark I made the other morning referring to the Rutgers women's basketball team. It was completely inappropriate, and I can understand why people were offended. My characterization was thoughtless and stupid, so, and I'm sorry."
All best,
Brad Berens
www.mediavorous.com (Comment this)
Your point is well taken. It reminds me of what Attorney General Alberto R. Gonzales recently said when taking responsibility for "mistakes" related to the firing of eight U.S. attorneys last year:
"I acknowledge that mistakes were made here. I accept that responsibility,"
The active voice is so much more impactful. Just consider if Harry Truman had said the buck was stopped by me rather than the now famous quote: "The buck stops here." (Comment this)