In case you don’t remember, someone tried to kill Donald Trump. Well, here’s something I know you can’t recall, some of the responses that have occurred in the aftermath. One notable reaction happened in an unusual spot: a music concert.
Famed comedy duo Tenacious D, comprised of actor Jack Black and his partner Kyle Gass, made headlines when Gass brought up the assassination attempt. During the show, Gass was presented with a cake to celebrate his birthday and when asked to make a wish, he joked, “don’t miss Trump next time.”
Not only was the joke in bad taste, but it also took Jack Black by surprise and he subsequently cancelled the remainder of their tour and all future plans for the band. He also posted a short apology on his social media regarding the incident,
“I would never condone hate speech or encourage political violence in any form,” Black wrote on social media. “After much reflection, I no longer feel it is appropriate to continue the Tenacious D tour, and all future creative plans are on hold. I am grateful to the fans for their support and understanding.”
Gass himself, in a since deleted post would also apologize:
“I don’t condone violence of any kind, in any form, against anyone,” Gass said on Instagram. “What happened was a tragedy, and I’m incredibly sorry for my severe lack of judgement. I profoundly apologize to those I’ve let down and truly regret any pain I’ve caused.”
This brings us to the conversation of the importance of accountability. In public relations, it’s a business of accountability and transparency. In a crisis, such as this, it’s important to recognize when a mistake is made and work to fix it. At least fix it as best you can.
© RTE
Jack Black, for his part, did what he could. He apologized and ceased all operations of Tenacious D while he could re-evaluate. Gass, on the other hand, deleted his apology mere days after posting it. This is something Black and Gass will have to discuss while they’re figuring out the future of the band. Although he was dropped by his talent agency, so he still did suffer consequences.
This incident was a crisis; and in a crisis like this one, public relations play the role of damage control and restoring public image. To do that, we need to acknowledge the error made, take accountability, and take steps to recover the public’s confidence in your brand. No excuses.
Does it always work? No not always, some brands are still recovering from things that happened years ago. But recovery can happen, and it starts with taking accountability for the incident and assuring the public action is being taken.
Sources:
