Two Weeks Later: Donald Sterling ‘Apologizes’ for Racist Rant


Dear Donald, We look forward to seeing you at our next pep rally. Love, Grandmaster of the KKK.

Arguably, the most important rule to crisis communications is own it quickly. In fact, be the first to comment! Donald Sterling had a crisis with his NBA team, Los Angeles Clippers, because of a few (dozen) bigoted comments about black people. (MEMO to Donnie: You are so not in the right business.)

Understanding he was losing interest in the team, experienced in-fighting among his team, and his own coach even refused to lead said team if Sterling still owned it, he had a major crisis on his hands. So, he does what most rich people do, “Meh!”

And then apologizes two weeks later. Kinda.

In what was a clear PR move for Donald Sterling, he allows Anderson Cooper’s AC360 crew to enter the Sterling confines to express his sincere thoughts about his debacle, his insensitive comments, and oh yeah, how he is entitled to make one mistake after 35 years. And that he was “baited” into making those comments. Yes, really.

You keep it classy, Donnie.

“When I listen to that tape, I don’t even know how I can say words like that. … I don’t know why the girl had me say those things,” he told CNN’s Anderson Cooper in an exclusive interview set to air on Monday.

“You’re saying you were set up?” Cooper asked.

“Well yes, I was baited,” Sterling said. “I mean, that’s not the way I talk. I don’t talk about people for one thing, ever. I talk about ideas and other things. I don’t talk about people.”

He blames the wide gap in time to apologize on the fact that he is emotionally distraught. More like, emotionally inept, but that’s another conversation. Sterling goes on to cram his alligator shoes way down his gullet when he shares that he has spoken Magic Johnson twice. You may recall, Magic was at the center of this burning cross firestorm because “V.” put out an Instagram of her, a friend, and the NBA legend. And then, this…

“If I said anything wrong, I’m sorry,” Sterling said. “He’s a good person. I mean, what am I going to say? Has he done everything he can do to help minorities? I don’t think so. But I’ll say it, he’s great. But I don’t think he’s a good example for the children of Los Angeles.”

Not a good talking point, slick. That’s like the pot calling the kettle … well, you get the idea.