Donald Sterling and His Apol”oh-geez”

One can’t turn on the television or flip on the radio without hearing about the infamous story of Donald Sterling and has racial rant to then girlfriend, V. Stiviano. His recorded message has been playing on loop on nearly every news-casters' morning, afternoon and evening showcases. Athletes and celebrities took to their own personal podiums to express their anger and frustration with such racial slurs coming from an important figure. Sterling realized he needed to do some PR work (which, if you continue reading, I’m not convinced any sort of PR professional was consulted.) He agreed to sit down with Anderson Cooper and issue, what is most noticeably, the worst apology this century.

Sterling, Cooper (where’s Draper & Price?) meet in a quaint room inside Donald’s home to discuss the videos, Sterling’s relationship with V., and finally air out Sterling’s side of the story. Conversation casually carries on as they discuss the details that have so obviously been thrown around by the media. Any normal person would figure that this was him coming forward to apologize, not only to his Clippers team, but to the African American demographic that took offense to the owner’s words. Sadly…that wasn’t the case. He explains, “Am I entitled to one mistake? I mean, I love my league, I love my partners.” So, attention fellow NBA owners: Donald Sterling didn’t mean to offend you. Shockingly enough, what was to follow was even worse.

Magic Johnson, who was photographed with Donald’s girlfriend on Instagram and was the kick-start to this ordeal, was quoted by Sterling to “want to help” with the whole ordeal. That’s why Sterling claims to have waited so long to issue any sort of statement or come forward with an interview. But when Magic supposedly “fell through,” Sterling decided to one-up himself with his offensive comments. He tells Andersen, "Here is a man who's—I don't know if I should say this—he acts so holy. I mean, he made love to every girl in every city in America, and he had AIDS, and when he had those AIDS, I went to my synagogue and I prayed for him. I hoped he could live and be well. I didn't criticize him. I could have—is he an example for children?"

What this PR crisis lacked, besides an actual PR team, is sincerity. His mock sob session while on the air really did convey a sense of being sorry, but only for being caught. As a PR Professional, it is absolutely key to make sure that a client is not only timely with a statement/apology, but offers a genuine acknowledgment of a wrong committed and a solution at hand to make it right. Sorry Donald, but I guess it looks like magic just wasn’t on your side.

Written by Maggie Burke of Rebecca Adele PR & Events.

To watch a few highlights of the interview, the link of provided below:

http://www.youtube.com/watch?v=G4r8TrfWznQ