Among the opinion pieces and public response to the “slap heard around the world”, PR experts have also weighed in with their own advice for moving forward after the incident which LAPD classified as “battery”. One PR and communications expert shared his insight with the DU Clarion, as to the lessons we can learn in the wake of Will Smith slapping Chris Rock.
Dan Rene is the Managing Director of kglobal with over two decades of communications experience in media relations and crisis communications. Kglobal is a strategic communications firm currently advising EUCAST on its public relations strategy in its recent partnership with the University of Denver.
Rene also serves as a Communications Director for the National Legal and Policy Center, a nonprofit, nonpartisan foundation dedicated to promoting ethics and accountability in government. The public relations agencies that Rene has worked with over the last two decades have included Qorvis, LEVICK, and Impact Strategies. Impact Strategies is now Smith & Company, which served as the inspiration for the ABC drama “Scandal.”
“While we all have a right (and in the communications industry, an obligation) to disagree, violence is never the answer. Instead, we look for ways to inspire others to see things from your point of view—in good times and bad,” said Rene.
When a situation calls for crisis communications response, Rene advises focusing on “immediate and long-term strategy objectives,” in addition to having accessible trusted advisors to confide in for clarity.
“Think about how to rebuild while putting the fire out to prevent more damage. Contact trusted friends and counselors who can help with straight talk. Avoid the sycophants that plague the inner circles of the elite,” Rene said.
In an article for PR News, Rene called Smith’s apology a “good start” he also stated that “it wasn’t quite complete.” Rene also offered four PR lessons that can be learned from the incident. Applicable to any crisis response, these lessons center on addressing the matter promptly: avoid an apology that is a justification or explanation, ask for forgiveness and keep good on a vow to do better.
“High profile individuals and companies often are held to a different standard. For those in the spotlight it can be tougher with cameras always around, but they know human nature, and surely Will Smith realized he needed to make amends for his outburst and do so quickly,” Rene said.
While Smith apologized to the Academy and “fellow nominees” in his acceptance speech for King Richard, he did not mention Chris Rock directly and ended his speech with “… Art imitates life. I look like the crazy father just like they said … just like they said about Richard Williams. Love will make you do crazy things. Thank you, I’m hoping the Academy invites me back.”
Rene believes that “healing the damage will take time” and that Smith’s acceptance speech could have provided an opportunity to better mitigate the damage. “Had [Smith] cooled off a bit and put the incident into perspective, he could have accelerated the process with an immediate and unconditional apology to everyone impacted. While attempts were made during his award acceptance, his remarks missed the mark. Perhaps he was sorry, perhaps not,” Rene voiced
In a letter obtained by Variety and published on March 29, 2022, the Academy was prompt to condemn Smith’s actions by stating, “Sunday’s telecast of the 94th Oscars was meant to be a celebration of the many individuals in our community who did incredible work this past year. We are upset and outraged that those moments were overshadowed by the unacceptable and harmful behavior on stage by a nominee,” the letter read.
The letter was signed by the Academy’s president, David Rubin, and CEO Dawn Hudson.
On April 1, Smith announced his resignation from the Academy. Smith’s resignation included a statement fully accepting all consequences for his behavior. “My actions at the 94th Academy Awards presentation were shocking, painful and inexcusable. The list of those I have hurt is long and includes Chris, his family, many of my dear friends and loved ones, all those in attendance and global audiences at home,” Smith said.
Smith’s resignation came in response to the Academy’s disciplinary hearing notice, plans to conduct a formal investigation and disciplinary process on April 18, after which the Academy could impose further sanctions or punishments, according to its bylaws.
Variety explained that Smith’s resignation means he will keep his Best Actor Oscar for “King Richard” and can still get invited to future Academy Awards ceremonies, in addition to still being able to be nominated for future consideration, but he is no longer a voting member of the Academy. As for how Smith’s resignation may impact the Academy’s upcoming decision, Rene shared that “it is always a good idea to show you are serious about taking responsibility.”
While the Academy stated that it has received and accepted Smith’s “immediate resignation”, the Academy also stated that they “will continue to move forward with our disciplinary proceedings against Mr. Smith for violations of the Academy’s Standards of Conduct, in advance of [their] next scheduled board meeting on April 18.”
Crisis management and communication expert Edward Segal has also covered the incident as a learning opportunity for business and leadership strategy. Segal, who is a senior contributor for Forbes, outlines an apology tour, public service and counseling as part of the possible next steps in Smith’s future.
Among his key messages for business leaders, Segal shares how corporate executives can learn from the Academy’s crisis management response. Taking careful consideration of actions and words, seeking feedback and guidance, not placing external blame and not letting “ego, pride or arrogance get in the way of doing the right thing” is sound advice for any professional.
