Professional tennis player and global brand ambassador Maria Sharapova served up a valuable lesson in crisis management this spring—a lesson any celebrity or business owner can benefit from. When Sharapova was confronted about a failed anti-doping test at the Australian Open, it can be assumed she hired a professional crisis communication team, which was, no doubt, a smart move on her part. At her shocking March press conference, Sharapova showed humility when she announced the positive drug test. She explained she had been taking the newly-banned substance Meldonium at the advice of a doctor since 2006.
“Throughout my long career, I have been very open and honest about many things, and I take great responsibility and professionalism in my job every single day, and I made a huge mistake,” she stated. “I let my fans down, and this sport down that I’ve been playing since the age of four and that I love so deeply.”
At the press conference, Sharapova also asked for forgiveness from her fans and colleagues.
As a sports figure, this sense of personal responsibility with performance enhancing drugs is truly eye-catching. If you will recall, both Alex Rodriguez and Lance Armstrong tarnished their reputations by repeatedly disputing claims they used performance enhancing drugs—claims they both did eventually admit to.
So, what can business owners learn from Sharapova’s experience with crisis communication?
1.) Make the announcement before the press does.
By being the first to address the crisis, you’ll be able to better control how it unfolds. Sharapova prompted a more positive, sympathy-inducing narrative by calling the press conference before the story leaked and any rumors spread.
2.) If you’re guilty, admit culpability and demonstrate remorse.
If you’ve committed the crime, take ownership of it. Sharapova didn’t question the drug testing process or pass the blame. She stated, “I have to take full responsibility for it. It’s very important to have a great team around you, but at the end of day, everything you do is about you.”
Had she refuted the results and launched a long, drawn out investigation, it’s likely her reputation would have further suffered. Also, asking for forgiveness will help regain brand trust.
3.) Embrace uncertainty.
We don’t know whether Sharapova will ever compete again or if she’ll mend her relationships with the brands that sponsored her. In crisis communication, it’s important to acknowledge uncertainty. In doing this, Sharapova has shown respect for her fans, supporters as well as the sport.
As long as Sharapova’s message remains authentic and consistent, she will likely come out of this crisis with her reputation dented but not destroyed. While her personal brand took a hit with Tag Heuer, Porsche, and Nike hastily “suspending” their relationship with her after the positive drug test, many will likely be back on board if Sharapova dares to attempt a “comeback tour.”
Is your business in need of an experienced, guiding hand to manage a crisis? Give Baer Performance Marketing a call today: 920-632-7648
