Altyrian View

Managing a crisis is never an easy task (although many of us enjoy the challenge). I always tell my clients to address the issue quickly and “fix” the problem (or address the steps that will be taken to resolve the problem in the future) in the initial statement.

Whether or not you like Mel Gibson, he’s given us a good example of quickly quelling a media crisis. Let’s break down his statement. First, and most importantly, this was released less than 36 hours after the incident. He also released it over the weekend. Typically, timing like that is good because coverage will be lighter over a weekend since many news outlets have fewer staff available to cover stories.

After drinking alcohol on Thursday night, I did a number of things that were very wrong and for which I am ashamed. I drove a car when I should not have, and was stopped by the L.A. County sheriff’s. The arresting officer was just doing his job and I feel fortunate that I was apprehended before I caused injury to any other person.

Mel retells the story. A good idea where rumors could get started around facts in an incident. He immediately admits shame and remorse. He’s admitting that he did something wrong right up front.

I acted like a person completely out of control when I was arrested, and said things that I do not believe to be true and which are despicable. I am deeply ashamed of everything I said.

Also, I take this opportunity to apologize to the deputies involved for my belligerent behavior. They have always been there for me in my community and indeed probably saved me from myself. I disgraced myself and my family with my behavior and for that I am truly sorry.

Mel really put it out on the line here. He outlines his mistakes and is upfront in calling his actions “despicable.” Ok, John Q Public, disagree with those last two paragraphs. You can’t. Nearly everyone reading that statement agrees 100% with Mel. It’s hard to be angry with someone that you agree with.

I have battled the disease of alcoholism for all of my adult life and profoundly regret my horrific relapse. I apologize for any behavior unbecoming of me in my inebriated state and have already taken necessary steps to ensure my return to health.

Finally, Mel tells us how he’s going to address the problem. He’s a little weak here by just saying “already taken necessary steps,” but we can all assume that he means he’s going to some sort of rehab.

In all, I think Mel handled the situation well. He covered the issue and told us what he is doing to make sure it doesn’t happen again. If I’m a reporter, what can I say on Monday? Not much. Mel has covered the story and unless he makes more news (gets arrested again or publicly checks into a clinic), this story is dead. That’s a win for Mel. When we have a crisis, that our job too. To cover the story so that by the end of the day, the story is covered completely and, most importantly, is over.