Is Twitter the Answer to Issuing Apologies?

By: Michael Young

Andy Roddick was the latest tennis player to get angry with a line judge during a match in the Australian Open. Unlike Serena Williams, Roddick’s rant was a little more justifiable because the line judge clearly blew the call, but it was still unprofessional for him to make a scene about it the way he did. What I find interesting is how Roddick went about acknowledging he was wrong. He issued a statement on Twitter saying that the call looked a lot closer on film than it did while he was playing the match. I think this statement was prepared for Roddick so he would not come off as being the bad guy who whines about calls all the time. What I find more interesting though, is that the statement was issued through Twitter. This seems to be a growing trend for celebrity PR, and I’m beginning to wonder if it is the right way to go about doing things. If I’m a famous person and I do something completely moronic in front of the public, it seems like apologizing through Twitter is taking the easy way out. It’s simple to hide behind a computer, punch a couple of keys, and five minutes later have a scripted “I’m sorry” all prepared.  I don’t think it’s a very sincere form of communication, and if I were an offended member of the general public, I would not accept it as an apology at all. Social media has a lot of great uses in the PR world, but issuing apology statements over it is not one of them. I think celebrities who fall from the public’s good graces still need to get up in front of the camera and admit to America that they were wrong.

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