A well-known saying attributed to Will Rogers states, “Building a solid reputation takes a lifetime, but it can vanish in just a minute.”
In today’s fast-paced news environment and often hostile social media atmosphere, there seems to be little room for mistakes or lapses in judgment, whether in business or personal interactions.
Nonetheless, a variety of scandals, ranging from criminal acts and personal misdeeds to politically insensitive behavior and inappropriate remarks, appear to dominate news feeds and social media platforms, vying for attention, likes, and comments more than ever.
A recent incident in New York City involved a woman who lost her job at a public relations agency due to her engagement in a widely publicized altercation where she used pepper spray on a Muslim Uber driver while he was praying in Arabic. The individual was later arrested and charged with a hate crime by Manhattan District Attorney Alvin Bragg, as reported by PR Week.
Compounding the situation, the rideshare service’s surveillance footage of the incident circulated widely, resulting in significant reputational damage not only to her, identified in media as Jennifer Guilbeault, but also to D. Pagan Communications, the firm she worked for, which has faced a barrage of negative reviews and comments as a consequence of this event. (The agency confirmed that Guilbeault was no longer with them but did not specify her departure date.)
Guilbeault is far from the only person caught in a viral scandal. High-profile examples include actor Will Smith’s infamous altercation with comedian Chris Rock during the Oscars, or comedian/talk show host Ellen DeGeneres facing accusations of being “mean” and being accused of racism and sexual harassment by former staff members.
Incidents of offensive behavior are not limited to high-profile celebrities; anyone can potentially find themselves in such troubling situations. So, what should one do if caught in the eye of a scandal?
According to crisis communications specialists, who play a critical role in both damage control and restoring reputations, there are specific guidelines for how to respond, what to avoid, and how to prevent a situation from escalating in the first place.
1. Apologize first
A heartfelt apology is seen as an essential first step towards making amends, according to crisis PR professionals. Although opinions may vary on the best way to deliver an apology, many suggest utilizing at least one traditional media outlet along with a social media channel for the message.
Nez Sevim Lawrence, Global Head of PR and Media at Animals Asia, advises that in the case involving the Uber driver, the best course would be to “publicly apologize sincerely, ideally addressing the driver targeted, and taking ownership of her actions.”
Lawrence adds that considering the personal background in Turkey, where cultural awareness is significant, enrolling the individual in sensitivity training would illustrate a commitment to learning from the incident.
“Furthermore, engaging in volunteer work with organizations dedicated to cultural awareness, anti-discrimination efforts, or community service could demonstrate genuine efforts to make reparations,” she elaborates.
Jason Mudd, CEO and managing partner of Axia Public Relations, agrees that a transparent public apology is crucial.
“Addressing the aftermath of a public scandal necessitates both reflection and proactive measures towards improvement,” he states. “Recognizing the seriousness of the situation, extending a heartfelt apology, and committing to personal growth are fundamental.”
He underscores the importance of refraining from hasty comments and observes that in today’s social media arena, “actions convey more than words,” indicating that any statements should be backed by “responsible and constructive actions to signify accountability.”
2. Protect the company’s reputation
Some crisis PR experts believe that companies may receive more leniency for an employee’s transgressions, considering they cannot control people’s behaviors outside of work hours; however, there remain proactive measures that need to be enacted.
“For the agency, the foremost action is to issue a prompt and unambiguous statement condemning the behavior, while simultaneously conveying empathy towards affected communities and reaffirming a commitment to inclusivity,” says Grayce McCormick, Founder & CEO of Lightfinder PR.
McCormick also points out that it should be ensured that employees and clients are informed “that protocols are in place to prevent future occurrences and that the agency will enhance its corporate culture initiatives, including diversity training and community engagement, to reflect its positive evolution.”
She further mentions that with the rise of online commentary, tools for reputation management can assist in monitoring and responding to misleading posts, which can enhance the agency’s accountability.
“Over a period, credibility can be rebuilt through visible actions, such as forming partnerships or initiating new programs that align with core values,” she states.
In the situation concerning the ex-employee of D. Pagan, Sevim Lawrence believes that the agency acted appropriately by denouncing her conduct and separating themselves from her.
“Following that, the agency can solidify its values by publicly detailing a commitment to Diversity, Equity, and Inclusion (DEI). Additionally, they may consider directly engaging with the impacted Muslim communities to express solidarity and performing an internal audit to avert similar events in the future,” she notes.
Christopher Gillispie, founder and managing director of Red Studio, advises implementing a “blackout” phase after any crisis to allow for a “brief pause to review any scheduled content to ensure nothing unintentionally exacerbates the situation.”
He continues by stating that after the pause, there should be a focus on “coming together as a team to pinpoint any previous warning signs or issues within workplace culture that might need addressing. Gathering that feedback allows for the execution of an employee training initiative to tackle the underlying problems and reinforce core values.”
He also highlights that a well-considered public statement can “clarify the agency’s commitment to having zero tolerance for any discriminatory behavior.”
3. Don’t make things worse
Just as there are constructive strategies to adopt following a public lapse in judgment, there are certain actions that should be consciously avoided, as they could worsen the situation.
“First and foremost, do not ignore clear evidence that the incident happened,” cautions Anthony Miyazaki, Ph.D., a professor of marketing at Florida International University. “Doing this not only undermines the pain experienced by those affected, but it also suggests a desire to manipulate public perception.”
He elaborates that a failure to offer a sincere apology or demonstrate empathy towards those impacted “will lead to perceptions of being heartless and unsympathetic—detrimental for one’s long-term reputation, not to mention affecting opinions in a legal context if charges are pursued.”
Moreover, he emphasizes that “pointing fingers at victims is absolutely unacceptable. Even if individuals have provoked a reaction, a violent or inappropriate response is never justifiable. Such behavior will likely lead to even greater criticism, especially on social media or during court proceedings.”
Ultimately, Miyazaki stresses that following a “genuine statement regarding the situation,” there should be minimal to no interaction on social media. “One of the worst actions to take is to engage in public disputes on these platforms,” he remarks, cautioning that “despite one’s communicative ability, arguing online is almost always a losing endeavor.”
Avoiding future online and IRL transgressions
Considering the intricate and often controversial state of the world today—from conflicts in Ukraine and the Middle East to our highly charged domestic political climate—it can be challenging to avoid lapses in judgment online and offline.
However, experts argue that it’s possible to exercise thoughtfulness before acting.
For those aiming to sidestep controversy, Mudd suggests pausing to consider before posting or participating online—especially on sensitive issues.
“The ramifications of a solitary misstep can be far-reaching, affecting both individuals and those associated with them. Being aware of social contexts and possible outcomes is crucial to maintaining one’s personal and professional reputation,” he advocates.
Miyazaki stresses the necessity of creating social media policies, branding and communication guidelines, along with effective approval processes, observing that, “in the realm of modern social media, the urgency to respond promptly must never supersede the obligation to generate content that aligns with the ethics and values of the organization.”
Lastly, it’s worth noting that the time-honored adage “this too shall pass” is equally applicable to scandals.
Jane Owen, CEO of Jane Owen PR, asserts that societal attitudes have shifted to where people are now more inclined to forgive than they might have been in the past. She highlights prior controversies surrounding figures such as President-elect Donald Trump and actor Mel Gibson, who have both returned to work after their respective scandals.
When asked about the timeline for resolving a scandal, Owen estimates that it could take a year or less since so many other events are continually unfolding in the world.
“There’s only so much outrageous content one can absorb at once,” she concludes.
