PR Writing: Issuing an Apology

After the wife of the Redskins general manager posted a vulgar tweet directed at a female reporter, backlash ensued and she issued this apology via ESPN:

“I deeply apologize for the disparaging remarks about an ESPN reporter on my personal Twitter account. The comment was unfounded and inappropriate, and I have the utmost respect for both the reporter and ESPN. I regret that my actions have brought undeserved negative attention to the Redskins organization and its leadership. My comments in no way reflect the opinions or attitudes of the organization and I regret that my behavior has in any way negatively impacted the team and its loyal fan base.” 

The wording of this apology is highly deliberate, as terms such as disparaging, unfounded, inappropriate were used. Not only did she direct this apology to the affronted party, Dianna Roussini, but she also appealed to the fanbase, which was most likely highly offended by her actions. She referred to the fanbase as ‘loyal’ and she acknowledged her poor judgement leading to a negative impact on the organization. Overall, I do believe that this apology is effective because there are no tip off words to lessen the apology or try to make an excuse for inexcusable behavior.

Words that were used well were the ones that described the distasteful nature of her actions. They are strong words and appropriate for the situation. I also think it was a smart move to apologize to the organization and fan base as well and her understanding of her actions on the team as a whole.