Apology Not Accepted

As a follow up to his racist ramblings, Donald Sterling appeared in an exclusive interview with journalist Anderson Cooper on CNN to “apologize.” During the interview, Mr. Sterling once again made general remarks about African Americans and even added Jews to his diatribe. He assured viewers that he is not a racist, but was rather tricked by his ex-girlfriend and a technology that men his age do not understand.

Additionally, he attacked Magic Johnson once more arguing that the sports legend is a terrible example to children for “making love to every girl in every city in America” and catching AIDS.

The Clippers owner ruined an excellent media opportunity to mend fences and begin regaining public support. Instead, he managed to dig a deeper hole for himself by reinforcing his beliefs with confusing responses.

Perhaps most surprising to journalist Anderson Cooper and us was that Mr. Sterling did not have a P.R. team with him during the interview nor did he exhibit any proper media training or messaging. As Sports Illustrated’s Michael McCann commented, “it’s stunning that Sterling’s lawyers and public relations advisers would green light this interview; this was not a man who seemed ‘coached’ by his handlers at all.”

And as Mr. Sterling will clearly come to realize, his apology was not accepted.