Plus: Consumers brace for a rocky holiday season; Netflix incorporates podcasts.
California governor hopeful, Katie Porter, has publicly apologized nearly two weeks after a video surfaced that cast her in a harsh light, and a week after a rocky media interview showed her being combative with a reporter.
During an interview last week, Porter threatened to walk out when she didn’t like follow up questions posed to her by a CBS reporter; the other is from 2021, where Porter yells at a staffer, “Get out of my f—ing shot!” while she was recording a video.
Porter drew criticism over the videos, with some questioning whether she’s the right choice for governor.
Following the backlash, Porter finally acknowledged the issue. She said things “could have been handled better” and expressed regret over the tone, The New York Times reports.
“What I did to that staffer was wrong,” Porter said during an appearance on “Inside California Politics,” addressing the 2021 video. She added, “I’ve acknowledged it to her in that moment, and I’m acknowledging it now. I think people who know me know I can be tough, but I need to do a better job expressing appreciation for the amazing work that my team does.”
The show’s host pressed Porter on whether her temperament is right to lead California and if any other unsavory videos might surface. She did not directly answer but said, “I can tell you what I’ve told you, which is that I am taking responsibility for this situation, and I’m also not going to back down from fighting back for California, from being tough.”
Why it matters: Porter apologized, but only partly. She didn’t address the media interview. Her response hit halfway, being selective about where her regret lies and not fully taking ownership.
When someone apologizes for part of a problem but sidesteps the rest, it can sound insincere. Selective ownership leaves room for critics to fill in the blanks. And they will.
Her tone also matters. While addressing the controversy, Porter appeared tight-lipped and closed off. Body language is a part of the message. “I could have done better” sounds careful, not contrite in this context. Emphasizing “toughness” is also meant to have a positive connotation, but it in a moment like this, it can also backfire.
One clear, transparent and sincere message of regret with actionable steps about how to move forward would have worked better here.
Editor’s Top Reads:
- Netflix is dipping its toes into podcasts after announcing a deal with Spotify as a part of its subscription service early next year. The streaming giant will be home to video versions of podcasts with shows like “Conspiracy Theories” and “The Bill Simmons Podcast,” among others. Lauren Smith, VP of content licensing and programming strategy at Netflix, told The Hollywood Reporter: “With video podcasts on the rise, our partnership with Spotify ensures we bring the full video versions of these top shows to Netflix and Spotify.” The fact that Netflix, a heavyweight among streaming services, is investing in podcasting implies that this kind of content is no longer niche. Netflix wants a piece of the pie, one that is solidifying its place in mainstream media. There’s sufficient audience demand for podcasts that are more than just audio, on an increasingly large scale. And Netflix is just as much of an audio platform as a video one. PR pros can’t just pitch “a podcast.” They’ll need to tailor the pitch accordingly beyond audio, thinking about visual elements, including how a spokesperson comes across on camera.
- A new Deloitte survey finds that 57% of U.S. consumers now expect weaker economic conditions over the next year and anticipate still-higher prices, with inflation top of mind as we head into peak holiday season. The survey found that overall, consumers expect to spend an average of 5% less YoY on holiday, gifts, travel and entertainment, per CNBC. This matters for PR pros and communicators because consumer sentiment and expectations drive brand receptivity. If people expect prices to keep rising and the economy to slow, they may push back on marketing claims and scrutinize messaging around value. This data is a clear early warning of the general consumer pulse. Comms pros should focus on adjusting tone, spending more on trust-building and sensitivity, and monitoring how economic anxiety could shift attention.
- In other streaming service news, Apple TV+ just rebranded to Apple TV, though it may have gone unnoticed as it was announced in the ninth paragraph of a press release for a Brad Pitt movie, NYT reports. The statement said, “Apple TV+ is now simply Apple TV, with a vibrant new identity.” There was no further explanation or elaboration. Dare I say this is an echo of the HBO Max/Max situation? “There is potential for confusion with the rebranding, because Apple also offers a set-top box and a content-aggregation app with the name Apple TV,” per the NYT. A quiet change or rebrand doesn’t mean it will negatively impact business or reputation, but when it could cause confusion, the best scenario would be to clearly and plainly state the change, making all stakeholders aware of when, how and why it’s happening. Mixed messaging or burying information leads to more chaos and unnecessary confusion.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post The Scoop: Katie Porter’s crisis response shows why half-apologies don’t cut it appeared first on PR Daily.
