PR Crisis: Imus Talks Too Much

Unless you live under a rock, I'm sure you've heard about the inflamatory statements of Imus on his radio and MSNBC talk shows. He first apologized for his remarks about the Rutger's Women Basketball team. Then it landed him a 2-week suspension. At that point he should have just moved on, but he didn't. He made the biggest PR mistake--he kept talking about it.

There is a fine balance between saying too little and saying too much when it comes to crisis PR. In Imus' case, his brash demeanor and sharp tongue make a case for saying less. If you look back at his initial statement, he seemed sincere and embarassed for his comments. However, in later interviews his tone and manner are less apologetic--really just part of his personality. That's why it is important for PR managers to carefully evaluate spokespeople and the situation. A matter-of-fact, straight shooter type can work in some situations. In this example, a more humble and gentle personality would have done better. Thus, pitting Imus against tough interviewers in a hostile environment is the worst thing a PR person could do.