While in class today we discussed the blunders of Ryan Lochte,
the famous Olympic swimmer who was in this year’s scandal. In case you weren’t aware of what Lochte did wrong,
let me fill you in. He and three other
swimmers falsely claimed to be robbed at gunpoint in Rio this summer.
After the claim, video footage surfaced showing the true
actions that took place that night.
Lochte was able to make it out of Rio, but his “partners in crime” were
not so fortunate. As a punishment for
his fibs, Lochte has agreed to a 10-month suspension and to be ineligible for
the 2017 world championship meet. He
also has agreed to forfeit all his funding and paychecks from the gold medal he
earned.
Other consequences include limited access to training
facilities, loss of financial stipends and 20 hours of community service. So what happens next? Well in all crisis
communications, it is important for an individual or company to make a formal
apology.
As of August 20, Ryan Lochte began an “apology tour”. He spoke to NBC’s Matt Lauer and claimed full
responsibility for the Rio incident.
Lochte issued a formal apology and claimed to be embarrassed of the
whole ordeal. To watch the full
interview, just click Here. Lochte also met with Felipe Santana of Globo,
a television network well known in Brazil.
However, recently there has been some flack generated by the
public for his apology communications and some are saying that his apology
leaves something to be desired.
Apparently his attempt to exonerate himself comes across as insincere
and even not honest. Instead of trying
to correct his public image and show that he has learned from his mistake, and
he will not repeat it.
When PR News Online
posted a question to Twitter asking for thoughts on how Lochte is handling his
PR crisis, individuals Tweeted back saying it wasn’t looking too good.
I sure hope Lochte steps up his apology and public image
repair soon. He is too talented to let a
lapse in good judgement ruin his, and three other swimmers careers. Hopefully he starts to take this seriously
and realize that all good crisis communications stem from honesty, integrity
and a true apology.
Sources:
Renfree, B. (2016).
Ryan Lochte and the 3 F's of Crisis Communications. Retrieved September 22,
2016, from http://www.prnewsonline.com/ryan-lochte-crisis
Inside the gas
station where Ryan Lochte says he was robbed. (n.d.). Retrieved September 22,
2016, from
http://www.nbcolympics.com/video/inside-gas-station-where-ryan-lochte-says-he-was-robbed
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