THE 2022 OSCAR SLAP: WHEN ROCK GETS SMITHEN BY WILL
Written by Augustine Burutolu with contributions from Nneoma Chikeka
The dust is yet to settle over the unfortunate incident at the 94th Academy Awards (commonly referred to as the Oscars) on the 27th of March, 2022, which was held at the Dolby Theatre, Los Angeles, USA, in which actor Will Smith slapped comedian Chris Rock over a joke about his wife which touched a raw nerve.
There have been numerous talks about the incident with many taking sides with one of the parties involved. While the talks continue, we believe that there are lessons in this incident that brands can take away as highlighted below:
1. There is always a better way to handle grievances.
Always weigh your options and choose the best option available, do not be solely driven by emotions or sentiments.
While slapping Chris Rock may be an option, choosing to wait and give a speech or a press conference addressing the issue would have been a better and more impactful approach.
As a brand, you must always think with a broader perspective, how will your response affect or portray the brand, how will it influence perception towards the brand and the reputation already built.
Brands should always seek the best option in addressing issues.
2. Choose in advance your preferred mode of addressing issues.
Brands should not fly off the handle to address issues concerning their brand. There should be an established order or mode of engaging the public and addressing issues. This is why having a good PR strategy in place is paramount for every brand.
3. Know your limits and don’t cross them.
In as much as you would want to exercise freely your rights, know that there are limits and when you cross them, you will receive blows (or slaps for them).
It takes a long time, blood sweat and tears to build a loved and respected brand, it takes only a silly mistake to smear all of the good works and effort.
There are rules that guide every game and profession, know them and play by them (using them to your own advantage).
4. Be skilled in defusing tense situations.
There may be some tense situations with clients, vendors, regulatory bodies, or a random person interfacing with your brand, be skilful and professional in handling such situations and de-escalating them. Training in customer relations, handling conflicts and emotional intelligence should be prioritized.
5. Be swift to get back on track.
Mistakes are part of the game and will happen. When they do, we should be quick to apologize and get things back on track.
The most noteworthy aspect of this whole issue between Chris Rock and Will Smith is the apology statement from both parties – knowing when you’ve crossed the line and accepting responsibility.
Do not allow pride and strong headedness to pull you further into the pit of infamy and cut you off from the goodwill of present and future clients and partners.
These are valuable brand lessons as well as life lessons that should be applied especially in handling crises and sensitive situations.
Share this with others to spread enlightenment.
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