Matt Eventoff

I.   “You lie!”

With those two words, Congressman Joe Wilson (R-South Carolina) now might have the highest name identification in Congress.  Those two words are not today’s topic – Congressman Wilson’s apology is.

Crisis Communications 101 – Apologize!

Crisis Communications 101 (a) – Be Sincere and Mean it!

Number one without number two is a) disingenuous (obviously) and b) dangerous to you and your credibility with the public.

Here are Congressman Wilson’s comments at an impromptu press conference today:

“Last night, I spoke to the leadership, and they wanted me to contact the White House and say that my statements were inappropriate. And I did.”

“I am very grateful that the White House in talking with them, they indicated that they appreciated the call and that we needed to have a civil discussion on the health-care issues…”

When is an apology not an apology? See above.

The issue exists in the first sentence – “Last night, I spoke to the leadership, and they wanted me to contact the White House and say that my statements were inappropriate. And I did.”

If the apology isn’t coming from the heart, but instead because “leadership wanted me to” then one should not apologize.  In this day and age where apologies appear everyday, the last thing an untrusting public wants to hear is another one.

How he could have sincerely apologized (hint – for the timing of the comments, not for the comments themselves):

1. “There is a code of conduct within the Congress.  I did not live up to that code last night, and for that I am sorry.”

2. “While I vehemently disagree with the President and his assertions with regard to (said issue), the way I handled it this evening was totally inappropriate, sets a bad example, and for that I am truly sorry.”

3. “It was inappropriate and rude to comment during the President’s speech.  The issue that should be debated today is the content of the health care package rather than my comments, and I have done an injustice to the President, my caucus and the overall debate with a ill-timed comment.  For that, I have apologized to the President, the Congress and my constituents.”

Congressman Wilson missed a great opportunity for damage control, which not only hurts him, but also hurts the GOP as the issue of the day is not the contents of the President’s speech, but rather two words.  That is a huge missed opportunity for Republicans because….

II.   Finger Pointing

…last night was not the President’s greatest performance for a number of reasons, but one in particular.  Finger pointing – literally.

The President continually pointed his finger, both down and at his audience.  Repeated finger pointing while giving a speech often can appear to be angry, lecturing and defensive. On television, this effect is amplified dramatically.

As advertisements for Dry Idea used to say, “Never let them see you sweat.”  The President earned the nickname “No Drama Obama” due to his ability to never let anyone see him (figuratively) sweat.

For one the first times in a long time, the public saw a bit of perspiration…

Pt.I – The Message

The college football season started earlier this week.  By now, most of the country has witnessed the highlight from the first televised game, an Oregon loss.  At the conclusion of the game, Oregon tailback LeGarrette Blount punches Boise State linebacker Byron Hout with a closed fist, knocking him to the ground.  That was the only the beginning.

In the minutes following the incident, Blount swings at his own teammate, can not be contained by his teammates, and begins to charge fans who are taunting him.   Not the way first year coach Chip Kelly wanted to start his season, or his coaching career at Oregon.  So how did the Coach  Kelly, Athletic Director Mike Bellotti and the University of Oregon handle it?

From a communications and messaging standpoint, perfectly!

Less than 24 hours after the incident, Blount was suspended for the remainder of the season, including all bowl games.  There were the perfunctory statements made, as is the case every time an athlete does something like this, but it was actually enforced, with action.  The message was sent individually through statements by Coach Kelly, A.D. Bellotti and University President Lariviere. One of my favorites:

“Football at the University of Oregon is a privilege, and with that privilege goes responsibilities,” said coach Chip Kelly.

The Oregon Ducks will suffer on the field for the rest of this season due to this suspension, however this organization a) knows how to message b) knows how to communicate a message and c) is a winner overall. Congratulation Coach Kelly — you have proven more in your first game, a loss, than 95% of coaches prove over a career!

As an aside, and something that gets a lot less attention is the fact that Hout was not innocent in this fiasco – his taunts of Blount are very clear and very apparent.  Did he deserve to get hit?  Of course not. Was his conduct unsportsmanlike? Absolutely.  The difference is Boise State coach Chris Peterson will not suspend Hout for even one game:

Boise State spokesman Max Corbet told The Associated Press in an e-mail Friday that head coach Chris Petersen won’t suspend Hout. Instead, Petersen will spend time with Hout this week to help him learn from what happened.

Boise State is a major player in college football this year, Hout is a good player, and the message this program has sent is very different than the one Oregon is sending.  Coach Peterson won the game, but Coach Kelly won the season, from a communication and messaging standpoint.

Pt. II – My Challenge

Based on his actions, LeGarrette Blount’s future is in jeopordy, at least a future in the National Football League (NFL). There has been a lot of speculation over the past two days that he has no future in the NFL.

Prior to Thursday night, Blount was considered a potential first or second round draft pick.  Millions of dollars in future earning dissappeared overnight.

What LeGarrette Blount did was reprehensible, period.

Upon watching tape of Blount after the incident, I believe that, unlike a number of professional athletes who have recently faced controversy, Blount was truly remorseful and does seek help.  Oregon has committed to getting him that help.

I am positive (I know it’s a strong word and I mean it) that I can help Blount in his rehabilitation and help him learn how to communicate and carry himself like a professional.  Here is my challenge to Coach Kelly, A.D. Bellotti, and President Lareiviere:

Bring me out to Eugene, or send LeGarrette out to Princeton, for one week between now and December and one week between December and March.  I will work with LeGarrette on how to communicate, pro bono.

What I ask for in return is simple:  If LeGarrette shows the improvement I know he can, and makes it to the NFL, he will donate half of his contract to a major Oregon Nonprofit dealing with violence and bullying.  That’s it.  Thoughts?