How to (Not) Blame the Victim

INTRODUCTION

The customer is not always right. Unfortunately, in our litigious society, customers may sue your organization for their own actions, whether due to an accident or their own negligence.

A family is suing Royal Caribbean for the accidental death of their toddler. The toddler’s grandpa put the toddler on the railing of an open window, and she fell through. This is an area that the toddler could not have reached on her own. 

Meanwhile, a toddler sneaked onto a conveyor belt behind a Spirit Airlines ticket counter at Hartsfield-Jackson Atlanta International Airport. The mother, who said she looked away from her son “for one second,” has not indicated yet if she’ll sue.

How can Royal Caribbean and Spirit Airlines avoid taking the blame for these situations? 

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How Developers Can Handle Crisis PR

INTRODUCTION

As mentioned in a previous blog post, when developers propose new developments, including commercial, mixed-use or residential, they require immense public relations efforts. PR also is needed when a crisis or incident occurs, as it can help to preserve your brand, reputation and ability to win future projects. 

Here are two examples of how developers handled crisis communications and PR for their developments: 

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Grading Cam Newton’s apology

Situation: Carolina Panthers QB Cam Newton made a sexist remark to a female reporter during his press conference.

Grade for apology: C+

Analysis: The apology was not sincere enough, as evident in the line, “If you are a person who took offense to what I said, I sincerely apologize to you.” That implies the remark was not sexist to everyone, and he’s reluctantly apologizing.

In addition, Cam doesn’t explain how he’ll prevent saying these types of remarks in the future. He also misidentifies himself as the victim, stating “I’ve already lost sponsors and countless fans” (the actual victim is the reporter).

Here’s the full apology: “After careful thought, I understand that my word choice was extremely degrading, and disrespectful to women. To be honest, that was not my intention. If you are a person who took offense to what I said, I sincerely apologize to you. I’m a man who tries to be a positive role model in my community, and tries to use my platform to inspire others. I take ownership to everything that comes with that. And what I did was extremely unacceptable. I’m a father to two beautiful daughters, and at their age I try to instill in them that they can be anything that they want to be. The fact that during this whole process I’ve already lost sponsors and countless fans, I realize that the joke is really on me. I’ve learned a valuable lesson from this. And to the young people who see this, I hope you learn something from this as well. Don’t be like me, be better than me. To the reporters, the journalists, the moms, supermoms, to the daughters, the sisters, and the women all around the world, I sincerely apologize and hope that you can find the kindness in your heart to forgive me. Thank you.”