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The Most Offensive Public Apologies of 2022

January 5, 2023

By Karen J. Kessler

Google “how to apologize,” and you will find close to half a billion sites all looking to give guidance. This makes us wonder: If there are that many ways to properly apologize and that many experts to offer advice, why do so many high-profile people and organizations get it oh so wrong? Some of the most offensive public apologies of 2022 have us shaking our heads.

As a crisis communications firm, our expert team has written and edited more apologies than we can count. And that means we have also seen more fauxpologies, semi-pologies and I-wont-take-it-back-pologies than most. As we end the calendar year, here is our hand-picked list of some public apologies that fell short. Consider these “winners” the …

Top Five Most Offensive Public Apologies of 2022

1. Time Flies Award

Will Smith is the clear winner. His decision to take six months before coming forward and publicly apologizing for “the slap” heard ‘round the world left the Academy and Chris Rock stinging. If Smith somehow thought we would forget, he was wrong there, too.

2. Adding Insult to Injury Award

Kyrie Irving made us sit through a press conference only to not apologize three times. Even Irving’s team of PR pros couldn’t get this guy to play ball.

3. “Who, Me?” Award

Balenciaga’s immediate response to the debacle over ads using children holding teddy bears in bondage harnesses was to suggest they would sue their branding firm. When they had to retract and change direction, it was a real fashion fail. Beauty was not in the eye of this beholder.

4. Isn’t All Publicity Good? Award

When actor Matthew Perry was on his book tour and asked about his comment wondering why Keanu Reeves was still alive, he tried to explain it saying, “I just chose a random name. My mistake. I apologize. I should have used my own name instead.” Matthew, that hardly qualifies as an apology – even if you’re in The Matrix.

5. You Could Do Better Award

When Better.com CEO Vishal Garg decided to fire 900 staffers by Zoom, he apologized by saying, “I embarrassed you.” Not Better, Vishal. Not even good. Hey, why not admit who really was embarrassed?

Bonus – Most Unapologetic Apology

6. Running Back is My New Position Award

Faced with more than 20 sexual misconduct accusations, Cleveland Browns quarterback DeShaun Watson publicly apologized to all the women “who were affected by this situation.” Moments later, he reversed course and insisted had done nothing wrong. “I’ll continue to stand on my innocence, just because you know settlements, and things like that happen doesn’t mean that a person is guilty for anything.”

And those are just the top 6 most offensive public apologies of 2022. There were hundreds of others we couldn’t include. What a year! Can’t wait to see what 2023 brings.

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Karen J. Kessler is Founder and CEO of Kessler PR Group, a national public relations firm specializing in strategic and crisis communications. Karen regularly counsels clients on sensitive issues including personnel matters, business practices, and criminal and civil litigation. She represents high profile celebrities and entities in the USA, Europe, and the Middle East, including Fortune 500 companies, athletes and sports teams, clergy and religious institutions, public and private schools, colleges and universities, attorneys and law firms, politicians, and municipal, county, and state governments.

Kessler PR Group is a leading public relations firm specializing in crisis communications, reputation management, litigation support and media relations. To learn more, please visit https://kesslerpr.com, call 908-322-1100 or email info@kesslerpr.com.

OUR TEAM

Experienced. Collaborative. Responsive. Committed. Knowledgeable. Creative.

Led by acclaimed crisis communication strategist Karen Kessler, our team brings skills, knowledge, and experience from a winning mix of professional backgrounds to best serve our clients’ needs. Kessler PR Group’s collaborative approach means you get the whole team. Everyone on our team is familiar with every client and the issue at hand.

Karen Kesseler - Kessler PR

Karen Kessler

kkessler@kesslerpr.com

Karen regularly counsels clients on sensitive issues including regulatory inquiries, personnel matters, business practices and criminal and civil litigation. She represents high profile celebrities and entities in the USA, Europe and the Middle East. She is known for her discretion, her integrity, and her decades-long relationships with media leaders.

Karen is a frequent keynote speaker on topics ranging from reputation, career, leadership and moving beyond cancel culture. A reliably provocative commenter on reputation issues for print and broadcast, Karen has served as an on-air reputation consultant to the “NBC TODAY SHOW” and others. Her work has been the basis of both feature and documentary films.

Karen has served on Boards of Directors of public companies and leading not-for-profits in finance, health care and education. She and her work have received dozens of awards from local, regional and national organizations.

Early in her career, Karen served as the Vice President of Corporate Communications for the American Stock Exchange. She was the Director of Transition for New Jersey Governor-Elect Jim Florio and the first female commissioner of the New Jersey Sports and Exposition Authority. She earned an AB in economics from Vassar College.

Karen Kessler

Karen Kessler

kkessler@kesslerpr.com

Karen regularly counsels clients on sensitive issues including regulatory inquiries, personnel matters, business practices and criminal and civil litigation. She represents high profile celebrities and entities in the USA, Europe and the Middle East. She is known for her discretion, her integrity, and her decades-long relationships with media leaders.

Karen is a frequent keynote speaker on topics ranging from reputation, career, leadership and moving beyond cancel culture. A reliably provocative commenter on reputation issues for print and broadcast, Karen has served as an on-air reputation consultant to the “NBC TODAY SHOW” and others. Her work has been the basis of both feature and documentary films.

Karen has served on Boards of Directors of public companies and leading not-for-profits in finance, health care and education. She and her work have received dozens of awards from local, regional and national organizations.

Early in her career, Karen served as the Vice President of Corporate Communications for the American Stock Exchange. She was the Director of Transition for New Jersey Governor-Elect Jim Florio and the first female commissioner of the New Jersey Sports and Exposition Authority. She earned an AB in economics from Vassar College.

Warren Cooper - Kessler PR

Martin Bricketto

mbricketto@kesslerpr.com

Marty helps clients advance their communications goals and safeguard their reputations by applying his decades of experience as a reporter and newsroom leader.

Marty was most recently managing editor for business of law and legal ethics at Law360, among the most highly regarded legal journals in the country.

In 2021, he spearheaded the launch of Law360 Pulse, a standalone website focused on the inner workings of law firms and in-house legal departments.
Marty’s deep knowledge of law firms and the courts alongside his proven track record as a project manager and problem solver make him an ideal partner for companies, individuals and institutions who may face media scrutiny.

He previously managed teams of court reporters in several states and, as a reporter, launched Law360’s New Jersey wire in 2012, covering everything from court hearings to public policy. He began his journalism career as a reporter for news dailies such as the Gloucester County Times and the Courier News/MyCentralJersey.com, among others.

Marty holds a bachelor’s degree in journalism and history from Rutgers University.

Martin Bricketto

Martin Bricketto

mbricketto@kesslerpr.com

Marty helps clients advance their communications goals and safeguard their reputations by applying his decades of experience as a reporter and newsroom leader.

Marty was most recently managing editor for business of law and legal ethics at Law360, among the most highly regarded legal journals in the country.

In 2021, he spearheaded the launch of Law360 Pulse, a standalone website focused on the inner workings of law firms and in-house legal departments.
Marty’s deep knowledge of law firms and the courts alongside his proven track record as a project manager and problem solver make him an ideal partner for companies, individuals and institutions who may face media scrutiny.

He previously managed teams of court reporters in several states and, as a reporter, launched Law360’s New Jersey wire in 2012, covering everything from court hearings to public policy. He began his journalism career as a reporter for news dailies such as the Gloucester County Times and the Courier News/MyCentralJersey.com, among others.

Marty holds a bachelor’s degree in journalism and history from Rutgers University.

Warren Cooper - Kessler PR

Warren Cooper

wcooper@kesslerpr.com

Warren provides strategic communication counsel and litigation support to clients facing personal or institutional crises.

He has provided media training to clients facing the glare of public scrutiny; written political speeches, university commencement addresses, and policy presentations for a variety of speakers and audiences; drafted media statements for corporate and outside counsel to align with and bolster litigation strategy and crafted traditional and social media messaging to support political and policy campaigns.

In advising clients, Warren draws on his years as an investigative reporter, as well as his own experience handling media as a New Jersey mayor and school board president. Warren earned a doctoral degree in psychology at Rutgers University and a BA in English at Binghamton University. He has taught psychology at Rutgers and journalism and communications at Raritan Valley Community College.

Warren Cooper

Warren Cooper

wcooper@kesslerpr.com

Warren provides strategic communication counsel and litigation support to clients facing personal or institutional crises.

He has provided media training to clients facing the glare of public scrutiny; written political speeches, university commencement addresses, and policy presentations for a variety of speakers and audiences; drafted media statements for corporate and outside counsel to align with and bolster litigation strategy and crafted traditional and social media messaging to support political and policy campaigns.

In advising clients, Warren draws on his years as an investigative reporter, as well as his own experience handling media as a New Jersey mayor and school board president. Warren earned a doctoral degree in psychology at Rutgers University and a BA in English at Binghamton University. He has taught psychology at Rutgers and journalism and communications at Raritan Valley Community College.

Warren Cooper - Kessler PR

Donna Elliott

delliott@kesslerpr.com

As the initial point of contact for Kessler PR clients, Donna Elliott draws on her background as a broadcast news writer, editor, and producer for a New Jersey-based media company to conduct client research with confidentiality and sensitivity. Her earlier work supporting C-suite executives enables her to develop strong relationships with attorneys, their clients and other engaged stakeholders, coordinating calendars and managing onsite, remote and hybrid meetings.

Donna seeks to boost client trust and confidence, approaching business operations to help clients achieve their reputational goals. Donna’s focus on enhancing the client experience throughout her career has enabled her to use data collection, assessment and analysis to recommend and execute process improvements at a New Jersey energy company and cultivate partnerships for an international, enterprise-level staffing solutions company.

Donna holds a BA in Communications from Monmouth University.

Donna Elliott

Donna Elliott

delliott@kesslerpr.com

As the initial point of contact for Kessler PR clients, Donna Elliott draws on her background as a broadcast news writer, editor, and producer for a New Jersey-based media company to conduct client research with confidentiality and sensitivity. Her earlier work supporting C-suite executives enables her to develop strong relationships with attorneys, their clients and other engaged stakeholders, coordinating calendars and managing onsite, remote and hybrid meetings.

Donna seeks to boost client trust and confidence, approaching business operations to help clients achieve their reputational goals. Donna’s focus on enhancing the client experience throughout her career has enabled her to use data collection, assessment and analysis to recommend and execute process improvements at a New Jersey energy company and cultivate partnerships for an international, enterprise-level staffing solutions company.

Donna holds a BA in Communications from Monmouth University.

Erin Friedlander Kessler PR

Erin Friedlander

efriedlander@kesslerpr.com

Erin develops and executes customized communication strategies for clients. She has represented many high-profile individuals and organizations during her career and has extensive experience in working with leaders of education, healthcare, not-for-profit, and religious organizations.

In addition to helping clients generate greater public awareness and visibility for their brand, Erin often works with clients who seek to avoid or respond to reputational fallout when faced with media or public scrutiny. She regularly provides public relations and litigation support for clients engaged in complex matters including, but not limited to personnel issues, leadership transitions, mergers, acquisitions, and bankruptcies.

Prior to joining Kessler PR Group, Erin served as communications director and media spokesperson for a prominent religious nonprofit organization in Central New Jersey.

Early in her career, Erin worked for a public and government relations firm in Trenton, where she led multiple strategic public relations, marketing and grassroots campaigns, special events, and communications initiatives for corporate, small business, New Jersey Department of State and not-for-profit clients. Erin earned her BA in Communications at Rider University.

Erin Friedlander

Erin Friedlander

efriedlander@kesslerpr.com

Erin develops and executes customized communication strategies for clients. She has represented many high-profile individuals and organizations during her career and has extensive experience in working with leaders of education, healthcare, not-for-profit, and religious organizations.

In addition to helping clients generate greater public awareness and visibility for their brand, Erin often works with clients who seek to avoid or respond to reputational fallout when faced with media or public scrutiny. She regularly provides public relations and litigation support for clients engaged in complex matters including, but not limited to personnel issues, leadership transitions, mergers, acquisitions, and bankruptcies.

Prior to joining Kessler PR Group, Erin served as communications director and media spokesperson for a prominent religious nonprofit organization in Central New Jersey.

Early in her career, Erin worked for a public and government relations firm in Trenton, where she led multiple strategic public relations, marketing and grassroots campaigns, special events, and communications initiatives for corporate, small business, New Jersey Department of State and not-for-profit clients. Erin earned her BA in Communications at Rider University.

Andria Lykogiannis- Kessler PR

Andria Lykogiannis

alykogiannis@kesslerpr.com

Andria Lykogiannis serves as principal client liaison, supporting client research and managing the scheduling, coordination, and implementation of multiple projects. Her background in broadcast media production and business management enhances the critical support for client services aimed at achieving reputational goals.
 
Andria’s background and experience as a network television technician and editor for ABC and CBS included work on the Republican and Democratic national conventions, the Superbowl, Olympic Games, the CBS Evening News, the Detroit Grand Prix, NFL Football and NCAA Basketball to name a few. In addition, Lykogiannis owned and operated a successful franchise restaurant and catering business.

Andria Lykogiannis

Andria Lykogiannis

alykogiannis@kesslerpr.com

Andria Lykogiannis serves as principal client liaison, supporting client research and managing the scheduling, coordination, and implementation of multiple projects. Her background in broadcast media production and business management enhances the critical support for client services aimed at achieving reputational goals.
 
Andria’s background and experience as a network television technician and editor for ABC and CBS included work on the Republican and Democratic national conventions, the Superbowl, Olympic Games, the CBS Evening News, the Detroit Grand Prix, NFL Football and NCAA Basketball to name a few. In addition, Lykogiannis owned and operated a successful franchise restaurant and catering business.

Brian McDonough Kessler PR

Brian McDonough, Esq.

bmcdonough@kesslerpr.com

Brian utilizes his legal experience to provide strategic crisis communications counsel and litigation support to clients confronted with complex and high-profile matters. He has developed successful communications strategies for corporations; not-for-profits; C-suite executive; professional sports teams, and educational institutions, and has drafted crisis communications plans for large hospital networks and universities.

Brian practiced law before joining Kessler PR Group. He has defended insurers and corporations in employment and mass tort cases, as well law firms and hospitals in legal and medical malpractice actions. Brian’s legal background, robust research skills, and strong writing underpin Kessler’s work on behalf of clients who seek to establish themselves as industry thought leaders or transform and enhance their public image.

Brian earned his JD at Seton Hall University School of Law and his BA in Law & Policy at Dickinson College.

Brian McDonough, Esq

Brian McDonough, Esq.

bmcdonough@kesslerpr.com

Brian utilizes his legal experience to provide strategic crisis communications counsel and litigation support to clients confronted with complex and high-profile matters. He has developed successful communications strategies for corporations; not-for-profits; C-suite executive; professional sports teams, and educational institutions, and has drafted crisis communications plans for large hospital networks and universities.

Brian practiced law before joining Kessler PR Group. He has defended insurers and corporations in employment and mass tort cases, as well law firms and hospitals in legal and medical malpractice actions. Brian’s legal background, robust research skills, and strong writing underpin Kessler’s work on behalf of clients who seek to establish themselves as industry thought leaders or transform and enhance their public image.

Brian earned his JD at Seton Hall University School of Law and his BA in Law & Policy at Dickinson College.

Allison Perrine

Allison McGeever

amcgeever@kesslerpr.com

Allison leverages her background in journalism to help guide clients through diverse media-related challenges. She crafts impactful statements and speeches for organizational leaders in crisis and provides media training to help clients mitigate reputational risks.

In addition to these services, Allison designs graphics and websites for clients as needed while offering strategic social media advice to enhance brand awareness. She has also spearheaded public relations campaigns for numerous New Jersey-based nonprofits and businesses.

Before joining Kessler PR Group, Allison was a senior reporter for a Monmouth County newspaper. In this role, she built strong relationships with community and political leaders and produced compelling, balanced articles, always respecting confidentiality.

Allison holds a BA in Communications from Monmouth University.

Allison McGeever

Allison McGeever

amcgeever@kesslerpr.com

Allison leverages her background in journalism to help guide clients through diverse media-related challenges. She crafts impactful statements and speeches for organizational leaders in crisis and provides media training to help clients mitigate reputational risks.

In addition to these services, Allison designs graphics and websites for clients as needed while offering strategic social media advice to enhance brand awareness. She has also spearheaded public relations campaigns for numerous New Jersey-based nonprofits and businesses.

Before joining Kessler PR Group, Allison was a senior reporter for a Monmouth County newspaper. In this role, she built strong relationships with community and political leaders and produced compelling, balanced articles, always respecting confidentiality.

Allison holds a BA in Communications from Monmouth University.