Apply Spin and Wash Thoroughly
October 20, 2006 by Eric Eggertson
Filed under Marketing
Here’s some unsolicited advice from Bob Reid, a seasoned media coach, to Canadian Foreign Minister Peter McKay, who called his ex-girlfriend and now political opponent a “dog” in the House of Commons.
Don’t apologize. Don’t hold a news conference. “I would recommend a one-line comment – delivered via his Press Secretary or other aide – saying that he “regrets” making the comment (If, in fact, he really did say it). He only needs to regret having inadvertently created a problem for himself … ”
Ah, the non-apology apology. Pretty standard spin to defuse an issue without actually admitting a mistake.
McKay for his part has turned down the free advice, choosing instead to pretend he didn’t make the comment. According to McKay, the fact his comment wasn’t transcribed into the official Hansard record of the House is proof he didn’t make the insulting comment. (A lot of the nasty barbs hurled in the House aren’t transcribed.)
Ducking the issue just made it a bigger media issue than it had to be.
I guess Bob knew what he was talking about.
Photoshop of Peter McKay fleeing a fireball courtesy Ottawa videographer Matt Davis. For other McKay spoof shots, see Rick Mercer’s blog.
