3 lessons from Donna Karan’s gaffe and tepid apology

A recent ill-advised set of statements and lukewarm apology can teach PR pros what not to do.

Many celebrities and public figures have been quick to distance themselves from Harvey Weinstein the co-founder of Miramax and The Weinstein Co. following news of a sexual harassment scandal and his abrupt termination.

However, Donna Karan, fashion designer and creator of DKNY, took a different tack.

The Sydney Morning Herald reported:

As news broke on Tuesday that designer Donna Karan had suggested Weinstein's victims may have brought his reprehensible – and potentially illegal – behaviour upon themselves, the internet was quick to rebuke the fashion veteran.

"I also think, 'How do we display ourselves? How do we present ourselves as women?" Karan said on Sunday at the CineFashion Film Awards. "What are we asking? Are we asking for it, by presenting all the sensuality and all the sexuality?"

Here’s Karan’s interview with a Daily Mail reporter:

MarketWatch reported:

Karan has since apologized, said her (extensive) remarks were taken out of context, and that she didn’t mean what she is reported to have said.

But the damage has been done. “#BoycottDonnaKaran” is now a thing on Twitter, where people are trying to outdo themselves, as usual, in how outraged they can be. Actress Rose McGowan, who says she was harassed by Weinstein, called Karan “scum in a fancy dress.” (Dontcha just love Twitter?)

The backlash has extended from Twitter to headlines.

“If you were looking for the worst take on the New York Times’ investigation into years of sexual harassment allegations against Harvey Weinstein, Donna Karan wants to help you out,” AV Club ’s Dannette Chavez wrote.

[Free Download: Keep your cool in a crisis with these 13 tips.]

Here are three takeaways:

1. Address the subject at hand.

The interview opens with Karan immediately trying to apply the news to a broader context:

“Obviously the treatment of women all over the world is something that has always had to be identified. Certainly in the country of Haiti, where I work, in Africa, in the developing world, it’s been a hard time for women. To see it here in our own country is very difficult.”

Though Karan identifies the treatment of women as something with which she has experience, her statement is irrelevant to a question asking how she feels about the crisis that ousted Weinstein. It seems especially out of place after she moves to her next statements, in which she fails to tie the large picture she introduced to the rest of her messages.

It can be tempting to change the subject when a reporter asks a particularly tough question. Instead of doing so, leaving you open to criticism, either decline to answer the question or address it straight on.

2. Less is often more.

In today’s world, where information can be accessed at the push of a button (or voice command) and where a crowd can suddenly become citizen journalists the minute they press “record” on their smartphones, it’s crucial for PR pros to watch what they say and do.

Part of what made Karan’s interview so damning is that she asked whether women are “asking for it” twice during the interview.

You don’t have to tell a reporter “no comment” to avoid speaking about a sensitive topic. Instead, have a few alternative statements lined up, and if you choose to make a statement, keep it short and simple. The less that you say or do in a potentially sensitive interaction means fewer moments that can come back to haunt you and your brand’s image.

3. Apologize sincerely—or don’t bother.

Variety published Karan’s full apology:

Last night, I was honored at the Cinemoi Fashion Film Awards in Hollywood and while answering a question on the red carpet I made a statement that unfortunately is not representative of how I feel or what I believe.

I have spent my life championing women. My life has been dedicated to dressing and addressing the needs of women, empowering them and promoting equal rights.

My statements were taken out of context and do not represent how I feel about the current situation concerning Harvey Weinstein.

I believe that sexual harassment is NOT acceptable and this is an issue that MUST be addressed once and for all regardless of the individual.

I am truly sorry to anyone that I offended and everyone that has ever been a victim.

There’s no shortage of lukewarm or botched mea culpas after individuals and organizations seek to stop a reputational disaster or online firestorm.

The absence of a plan to correct a misstep can make a corporate apology tiresome, but using corporate-speak and conveying insincerity can undermine your “I’m sorry” moment.

Instead of saying her statements “were taken out of context” and that she was “sorry to anyone that [she] offended,” Karan should have admitted that was she said was inappropriate and then issued an unqualified apology.

Saying that a statement is “not representative” of your feelings and brand, along with making excuses for a misstep, can elicit additional criticism and further erode trust. Instead, humbly admit that you messed up—and explain how you will try to fix it.

(Image via)

from PR Daily News Feed http://ift.tt/2hBlMJt