Archives for June 2014

Heat’s on!

In the aftermath of the NBA playoffs, one would imagine that the most talked about rivalry was between the Miami Heat and the victorious San Antonio Spurs! However, when a broken air conditioning system resulted in Game #1 taking place during 90-plus degree temperatures, it caused Basketball star Lebron James’ leg to cramp. That is when an unexpected battle between well-known energy drink rivals Gatorade and Powerade emerged!

lebron james

After Mr. James had to be carried off the court, tweeters all over the country who were watching the game saw an opportunity to mock Gatorade, which is the NBA’s official drink. But Gatorade had a lot to say about the situation too. Tweeters for the company made it very clear that they did not sponsor Lebron James and assured followers that drinking Gatorade would have certainly prevented Lebron’s cramp. Comments like, “The person cramping wasn’t our client. Our athletes can take the heat” and “We’ve been hydrating all day. We never cramp” were made on Twitter by Gatorade in response to fans’ accusations. And other Gatorade remarks made fun of Mr. James, the Powerade endorser.

Cooler heads at Gatorade later apologized claiming they “got caught up in the heat of the battle” and stated,“ as a longtime partner of the Miami Heat, we support the entire team.”

READY FOR MEDIA is not here to take sides, but to emphasize the power of social media. Our question is, who is tweeting for your company? In many cases, the wrong employees have posted the wrong things creating many problems for their companies. Social media is a big part of business today. Used incorrectly, it can cause severe damage to a reputation. Therefore, our Ready advice to companies is to spend some time and resources to provide employees with social media training for the proper etiquette of live coverage tweeting.

The Anatomy of a Good Apology

It seems like the past week has been one full of guilt and regrets. Pop-star Justin Bieber and Wolf of Wall Street star Jonah Hill found themselves in two different, yet very similar sticky situations. On the one hand we have Mr. Hill, who after being followed by paparazzi all day, finally snapped and said a “disgusting and hurtful” homophobic slur as he later explained to radio host, Howard Stern. On the other hand we have Mr. Bieber who also sought the public’s forgiveness for something that he did, not recently, but five years ago! After TMZ released a video of a then 15-year-old Justin Bieber telling a racist joke to his friends.

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What is worth noting is that these two celebrities share a gracious and successful manner in which they handled their mistakes. As far as prepared apologies go, the anatomy of their apologies were nearly perfect. You can find in Off the Cuff/What to Say at a Moment’s Notice authored by our CEO Anne Ready for Career Press, that both apologies hit all the right notes. Mr. Hill and Mr. Bieber both acknowledged their wrongdoing and took full responsibility for their actions. “What I said in that moment was disgusting and I shouldn’t have said it,” Johan Hill stated. Both celebrities apologized briefly and sincerely, reiterated how they may have hurt others, as well as portraying how they feel about it:  “This is a heartbreaking situation for me, because from the day I was born, and publicly, I’ve been a gay rights activist,” Jonah Hill said to his fans.

One key ingredient is the promise to correct the wrong and make amends; a step that both Mr. Hill and Mr. Bieber addressed, “I was a kid then and I am a man now who knows my responsibility to the world and to not make that mistake again,” Justin Bieber stated.

Having a good PR team backing you and having appropriate media training for these types of circumstances can go a long way. We can all learn a thing or two from Jonah Hill and Justin Bieber on how to handle apologies. They took all the right steps, they made no excuses and took full responsibility for their actions.