Crime never pays. Neither does bad behavior. And media coverage, without media coaching, proved it this week to Southern Cooking celebrity, Paula Deen. The Kitchen Queen has dished her last on the Food Network, her showcase for the last decade with such popular shows as “Paula’s Home Cooking” and her most recent, “Paula’s Best Dishes.”
Ms. Deen has lost not only her network but millions of dollars in brand sponsorship from such major sponsors as Walmart, the biggest store in America and her restaurants in Caesar’s Palace in Las Vegas. Sponsors QVC, Target and Sears may soon follow suit. This financial fall-out began with a former employee’s accusations of her “acts of violence, discrimination, and alleged sexual and racial harassment.”
In response to the lawsuit, Ms. Deen admitted having “used the ‘N-word’ long ago.” In addition, Ms. Deen has apologized through online video, asking for forgiveness “to those that I have hurt.”
But to many, Ms. Deen took her foot out of her mouth only to change feet. Her apology was not apologetic but deflective. “Let those who have never said something they regret, cast the first stone.” Being a no-show on the TODAY Show to explain didn’t help either. Al Roker, calling Deen a friend of the show, said he hoped she would reconsider because “she really needs to address this.”
In the 90’s, sports commentator Fuzzy Zoeller made a similar racist food faux pas and cost himself a half-a-million dollar corporate contract when he said of Tiger Woods who had just won his first Masters: “That little boy is driving well and he’s putting well. So … pat him on the back. Say, ‘congratulations and enjoy it.’ And tell him not to suggest serving fried chicken next year, or collard greens or whatever the hell they serve.”