November 2013: The Worst Video Media Disaster

Written by Brad Phillips @MrMediaTraining on December 1, 2013 – 6:02 am

I’ve been writing the “worst video media disaster” series since August 2010. This is the first one I’m embarrassed to publish.

The graphic nature of this post makes me uneasy—but personal discomfort aside, this month’s worst video media disaster wasn’t even a close call.

Toronto’s Rob Ford—the crack-smoking, drunk-driving, alcohol-abusing mayor of Canada’s largest city—used vulgar language to deny charges that he had sexually harassed a former special assistant named Olivia Gondek.

“Oh, and the last thing was Olivia Gondek. It says that I wanted to eat her pussy. Olivia Gondek. I’ve never said that in my life to her. I would never do that. I’m happily married, I’ve got more than enough to eat at home.”

It’s important to remember that no one asked the sue-happy mayor that specific question during the media scrum (he was asked about “allegations” in general). He brought the topic up himself and could have chosen to respond in any manner he wanted. The casual nature with which Ford made those stunningly disrespectful remarks show that he probably speaks with similar vulgarity on a regular basis. 

 

Rob Ford apologizes as his wife stands at his side

 

A primary rule of crisis management is to never use the negative language of your accusers in your defense, since doing so only reminds the audience of the charge. In this case, he could have simply said: “The charges made regarding Olivia Gondek are false.”

Or, if he had even a single gentlemanly instinct and opted to respect his former aide’s privacy, he could have left her name out entirely: “There are reports out today about something I allegedly said to a former assistant. They are false.”

Ford capped off his ignominious day with yet another spousal indignity. He called a press conference to apologize for using such graphic language to describe his sex life. As he stood before reporters, his humiliated wife stood on the side of the stage, her eyes cast downward.

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  • About Mr. Media Training

    The Mr. Media Training Blog offers daily tips to help readers become better media spokespersons and public speakers. It also examines how well (or poorly) public figures are communicating through the media.

    Brad Phillips is the Founder and Managing Editor of the Mr. Media Training Blog. He is the president of Phillips Media Relations, a media and presentation training firm with offices in NYC and DC.

    Brad Phillips

    Before founding Phillips Media Relations in 2004, Brad worked as a journalist with ABC's Nightline with Ted Koppel and CNN's Reliable Sources and The Capital Gang.

    Brad tweets at @MrMediaTraining.

    Christina Mozaffari is the Senior Writer for the Mr. Media Training Blog. She is the Washington, D.C. vice president for Phillips Media Relations.

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    Before joining Phillips Media Relations in 2011, Christina worked as a journalist with NBC News, where she produced stories for MSNBC's Hardball with Chris Matthews, NBC Nightly News, and The Today Show.

    Christina tweets at @PMRChristina.

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