Clarity Solutions
  • Home
  • Training Programs
    • Media Training >
      • Media Essentials
      • Managing Your Media Performance
      • 30 Minutes with the Media
      • Media Crisis Plans that Work
    • Crisis Training >
      • Crisis Essentials
      • Crisis Workout
      • Crisis Fundamentals
    • Executive Coaching >
      • What To Expect
    • Presentation Skills
    • Strategic Communication >
      • High Stakes Speech and Presentation Skills
      • Speech & Presentation Skills
      • Strategic Conversations
      • Communicate Leadership
    • Thought Leadership
    • Social Media
  • Resource Hub
    • Interview Tips
    • Crisis Media Tips
    • Visual Language >
      • Memorable One-Liners
    • Dressing For Television
    • Sounding Great On Radio & Podcasts
    • Social Media For Business
    • Perfect PowerPoint
    • Clearway Blog
  • About Clarity
    • Meet The Team >
      • Geoffrey Stackhouse
      • Sharon Leifer
    • Why Clarity?
    • How to Choose a Trainer
  • Contact Us

        Clearway Blog

Sky's Apology Fail

30/3/2017

0 Comments

 
Picture
Sky News had no option but to fire Mark Latham after his tirade against veteran broadcaster Wendy Harmer. But its apology left a lot to be desired. 
By Geoffrey Stackhouse, Managing Director, Clarity Solutions

After former Labor leader Mark Latham's bile trifecta this week, Sky News had no option but to fire him. 

Responding to threatened legal action they've issued an apology that breaks every rule and doesn't come across as remotely genuine - so has it stopped the brand damage? ​​
​

You can watch the Sky apology here in it's full glory but to give you a taste:
Sky News acknowledges that it broadcast certain statements by Mark Latham about Wendy Harmer.

Sky News acknowledges that these statements falsely imputed Ms Harmer’s media career of nearly four decades has been a failure and that she only secured her current employment with the ABC because she is a female with a disability.

Sky News rejects these comments in their entirety and apologies unreservedly to Ms. Harmer.
Horrible isn't it?  Here's where they went wrong:

Show it matters 
Not only was Sky's apology delivered by a news reader instead of a senior Sky executive, it was read with the most wooden delivery I've ever seen.  Your apology has to be credible, and that means it must come from the right person and be expressed with lashings of authentic empathy otherwise it's meaningless.
​
I'm also stunned that they don't refer to their high standards and ethics, the actions they have they have taken to fix the problem (firing him) or why we should trust them to ensure this doesn't happen again. Because it's not there I'm assuming we can expect a lot more of the same anytime we expose our selves to their product.


Use simple language and avoid legal jargon
The stiff and formal construction of the apology was bizarre. Both statements were almost identical and read like evidence at a war crimes tribunal. Use simple conversational language if you want to get your message across - Sky's language sounds and feels like a grudging disclaimer. 

Own the offence, but don't repeat it
This is a completely empty apology - Sky is apologising for broadcasting Mr Latham's statements, but not for the offence they caused so they don't own it. The fact that they repeat Mr Latham's claims reinforces the original ideas that were expressed and it feels like a passive aggressive attack on the victims, using the last line to cover their butts. 

Want to know more about how and when to apologise, or looking to hone your crisis plan? 

Check out our crisis training programs or to find out how we can help, email us.

0 Comments

Your comment will be posted after it is approved.


Leave a Reply.

    Blog Archive

    October 2020
    September 2020
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    April 2018
    April 2017
    March 2017
    December 2016
    November 2016
    September 2016
    August 2016
    July 2016
    June 2016
    April 2016
    March 2016
    January 2016
    October 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    November 2013
    October 2013
    May 2013
    February 2013
    January 2013
    October 2012
    September 2012
    August 2012
    July 2012
    June 2012
    May 2012
    April 2012

    Book Your
    ​Training
Subscribe for Updates
Picture
 02 9880 8544

Picture
clarity@claritysolutions.com.au

Home / Training / Resources
About / Contact / FAQ
  • Home
  • Training Programs
    • Media Training >
      • Media Essentials
      • Managing Your Media Performance
      • 30 Minutes with the Media
      • Media Crisis Plans that Work
    • Crisis Training >
      • Crisis Essentials
      • Crisis Workout
      • Crisis Fundamentals
    • Executive Coaching >
      • What To Expect
    • Presentation Skills
    • Strategic Communication >
      • High Stakes Speech and Presentation Skills
      • Speech & Presentation Skills
      • Strategic Conversations
      • Communicate Leadership
    • Thought Leadership
    • Social Media
  • Resource Hub
    • Interview Tips
    • Crisis Media Tips
    • Visual Language >
      • Memorable One-Liners
    • Dressing For Television
    • Sounding Great On Radio & Podcasts
    • Social Media For Business
    • Perfect PowerPoint
    • Clearway Blog
  • About Clarity
    • Meet The Team >
      • Geoffrey Stackhouse
      • Sharon Leifer
    • Why Clarity?
    • How to Choose a Trainer
  • Contact Us