If you’re going to bring a serious controversy back into the headlines, your response needs to give people something substantial enough to justify that renewed attention.
That’s what’s noteworthy in PR this week.
Actor Selma Blair has posted a video addressing an incident that occurred on a flight earlier this month. To understand why her response falls short, it helps to understand the seriousness of what is alleged.
What happened?
Selma Blair has been accused of assaulting two flight attendants following an incident on an aircraft, with one taken to hospital. According to charging documents, Blair then allegedly kicked a police officer repeatedly in the face, neck and chest while being secured to a stretcher, and later kicked a nurse in the chest.
She has pleaded not guilty to two state assault charges. Her representatives say she experienced a medical emergency. These allegations remain to be determined through the legal process.
The video
Almost three weeks after the incident, Blair released a personal video. In it, she explains that her lawyers have advised her against discussing what happened, and then offers an apology. She apologises to those she hurt or frightened, emphasises that she never intended to harm anyone, thanks her supporters and says she will be taking care of her health and her son.
There is an apology here, and that should be acknowledged. But given the seriousness of the alleged harm, the response offers remarkably little about how she is addressing it.
The impression in the meantime
There’s also the impression created in the intervening period. Five days after her arrest, Blair attended a previously scheduled fan convention, posing for photographs and meeting fans.
Those photographs cannot tell us how she was feeling, how well she was or what she was doing privately. Continuing to work doesn’t establish a lack of remorse.
But public communication is cumulative. When people see familiar, upbeat public appearances, followed by a response that offers little substantive information, the overall impression can be that life is continuing as usual despite a very serious incident.
That makes it particularly important to demonstrate how seriously you’re treating what happened.
Where legal and communications advice meet
This is where legal and communications advice need to work together.
In PR, legal is often joked about as “the fun police”, putting the brakes on what communicators would like to say. There are legitimate reasons to be careful about discussing an active case, and it’s not known what her lawyers would have approved. But legal caution still needs to leave room for humanity, empathy and whatever ownership is appropriate.
If you cannot say anything significant about what happened, you need to work much harder on saying something significant about what you can address.
Here, that means what you’re doing in response.
Showing, not just telling
Her representatives have attributed the alleged conduct to a medical emergency. That explanation may be relevant to the legal proceedings, but it leaves an understandable concern for the people affected: how is this being addressed?
Saying you never intended to hurt anyone offers limited reassurance about that.
Without disclosing private medical details or conceding disputed allegations, can you explain the steps you’re taking, the support you’re seeking or the precautions you’re putting in place?
Those commitments must be truthful and appropriate. But if you’re unable or unwilling to take public ownership of what happened, taking ownership of your response becomes especially important.
The news opportunity you create
Publishing a video like this also creates a fresh news opportunity.
Journalists now have new quotes, footage and screenshots. Social audiences have something new to share. You’re putting the allegations back in front of people, including people who may have missed them originally.
That can be worthwhile if the response gives them meaningful reassurance.
The verdict
On balance, Blair’s video offers too little substance for the seriousness of the allegations and the renewed attention it invites.
The question to ask before publishing is: what will this response demonstrate about how seriously you’re taking the impact on other people?
If you can’t discuss the incident, show what you’re doing about it. Otherwise, you risk reminding everyone of the harm while leaving their central concerns unanswered.
