Ellen’s apology was the perfect example of how not to do crisis comms
Recently, TV talk show host Ellen DeGeneres apologised in response to allegations of a toxic workplace. Here, Phoebe Netto discusses the elements missing from the star’s words, and why they should be present in any crisis comms.
After months off air following a toxic workplace culture scandal, Ellen finally returned to the screen with a less-than-satisfactory apology that was more about her own struggles than genuinely trying to make amends with the people she’s hurt. The situation, which has already resulted in three producers leaving, has left a lot of people upset.
While Ellen apologised, she was criticised for asking jokily “How was everybody’s summer? Good, yeah? Mine was great. Super terrific,” and adding: “Let me give you some advice out there if anybody’s thinking of changing their title or giving yourself a nickname, do not go with the ‘be kind’ lady. Don’t do it.”
Netto: Ensure your apology is genuine
Even if Ellen truly is sorry, one thing is certain: She has no idea how to give a good apology. Putting my crisis comms hat on, here’s everything that was wrong with her apology, and what I would have advised her to say and do instead.
