Apology Analysis: James Charles
When I was completing my master’s degree, we did an exercise in my crisis communications course where we broke down a bad and a good apology. I found those exercises really helpful as a public relations professionals because apologies can make or break a crisis. It’s no secret that James Charles has been riddled with scandals for the past few weeks. Although, I think there’s much we can learn about the situation, I think an apology analysis is the most helpful. I say this because a good apology can be replicated across the board. The same cannot be said for my crisis strategy briefs, which are done on a case by case basis.
For more information on what has been going on, click here:
The Cut: https://www.thecut.com/2019/05/what-to-know-about-the-james-charles-and-tati-westbrook-feud.html
Elements of A Good Apology
I cracked open one of my crisis communications books and according to Steven Fink’s “Crisis Communications: The Definitive Guide To Managing The Message”, a good apology must use careful language and should be of the following:
Not self-serving
Directed at the injured parties
Accompanied by reparations or a cessation of the conduct that made the apology first necessary
I would also venture to say an apology should be short and straight to the point. Although, written apologies are easier, video apologies should do the same.
James Charles’ Apology
I actually don’t think Jame Charles’ apology was the worst I’ve ever seen. In fact, it does hit some of the things an apology should do. However, there were some things that could have been better.
The Good
He addresses the people he really needed to address.
He says ‘sorry’.
He takes responsibility.
Wasn’t really a self-serving apology.
I didn’t really see it as self-serving in the sense that it didn’t seem like he was trying to defend himself.
The Bad
He doesn’t tell how he’s going to change.
This was the biggest thing that the apology lacked. It’s very important to mention what you did wrong and how you’re going to fix it going forward. He doesn’t really do that here.
The apology should’ve stopped at the 2-minute mark.
Could’ve been a little more selfless.
I wish the apology had more of an empathy trait for the people he’s apologizing to.
He gives a back story and overall things that was not really necessary to include.
He addresses his mom, which seemed a little out of place.
He brings up other parts of the scandal, but doesn’t fully address it.
I didn’t think it was necessary to really put this in the apology video. It also made a lot of people mad.
There was a lot of blinking, which some people believe is a sign of deception.
I put this at the bottom of this list because I don’t see it as a big deal, but it was a bit distracting as a viewer.
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