Why Ryan Lochte’s Apology Was A Belly Flop

Last weekend, Ryan Lochte—the 12-time Olympic swimming medalist—claimed he was robbed at gunpoint.

Brazilian authorities quickly determined that Lochte had fabricated most of the story, embarrassing the host nation and taking attention away from the accomplishments of his fellow athletes.

He finally issued an apology. It was a belly flop that took only partial responsibility and rang of insincerity.


A Soccer Star, A Drunk Driving Arrest, And A Perfect Apology

Abby Wambach, the U.S. soccer star who won two Olympic gold medals and helped her team win the 2015 FIFA World Cup, was arrested for driving under the influence on Saturday night after running a red light in Portland, Oregon.

Her apology stood out to me as a case study for exactly what to say when things go wrong. She acted swiftly, took an unequivocal claim of responsibility, and pledged to make sure this never happened again.

She deserves credit for at least not compounding her first bad decision with a second one.


Tom Brady: Hero Worship Leads To Lame Crisis Response

On Wednesday, a 243-page report found it was “more probable than not” that New England Patriots Quarterback Tom Brady was “at least generally aware of the inappropriate actions” his team’s staff took to deflate footballs in January’s AFC Championship game against the Indianapolis Colts.

In other words, there’s a better chance than not that Brady is


Bad Tweet Gets This Man Fired—But Look How He Handled It

Chad Shanks, the man tasked with running digital communications for the Houston Rockets, was fired on Wednesday after sending the following tweet just before his team defeated the Dallas Mavericks on Tuesday night:

As you can see from the number of times his message was retweeted, his tweet quickly became the source of Twitter conversation. Some


How To Guarantee More Media Coverage For Your Topic

There’s no better way to guarantee more media coverage for an issue you don’t want the media to cover than to blow up at a reporter about that issue. Especially if your blowup is recorded.

Bryan Price, the manager of the Cincinnati Reds, serves as the latest case study. According to the Cincinnati Enquirer:

“Upset by the


January 2015: The Worst Video Media Disaster

Seattle Seahawks running back Marshawn Lynch has a reputation for his erratic media interviews—and he has been fined thousands of dollars by the NFL for his occasional refusal to speak to the press.

In the week leading up to tonight’s Super Bowl, Lynch agreed to comply with the NFL’s requirement that he speak to the press,


PR Fail: Look Behind You!

Late last week, New England Patriots Head Coach Bill Belichick and Quarterback Tom Brady (below) tried to take the air out of accusations that they had intentionally deflated game balls during their AFC Championship Game win.

Unfortunately, it looked as if the Patriots’ PR staff didn’t consider the background those two spokespersons would be standing in


Athlete Fails To “Execute” During Train Wreck Interview

Russell Westbrook, an All-Star point guard with the NBA’s Oklahoma City Thunder, recently gave an interview that didn’t go so well.

As you’ll see in the clip below, he gave the same defiant answer repeatedly: “Good execution.” He gave that answer even when it didn’t answer the question. And, in a moment of candor that spokespersons

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