Kudos, @ESPN, @mbretosESPN and @MKimESPNAmerica For Quickly Addressing @JLin7 Controversy

Feb 19, 2012
12:43 pm

In the end, all people want is humility, and in the case of the ESPN "Chink in Armor" headline controversy, the network and two of its employees used social media the right way to address what was an unfortunate mistake. ESPN also did what it needed to do: fire the writer who wrote the headline.

ESPN acted and acted quickly by letting the writer go. Max Bretos, the ESPN anchor who had said the following on air, was also suspended for 30 days. He was the one who said the line on air.


In addition, Bretos was quick to use Twitter to apologize, and we applaud him for doing so. We were perplexed that Bretos admitted that he was married to an Asian wife, but we will give him the benefit of the doubt. Next time, if you see a line that doesn't quite work, tell your producer? Don't day it? But we will say that the tweet apology is sincere and not public-relations generated:

And in the spirit of the RT (the greatest thing you can do on Twitter), Bretos' colleague Michael Kim made sure to acknowledge Bretos' tweet.
Kim had initially expressed his frustration via Twitter (yes, let your employer know that when something is wrong, you raise it) and even though we understand, it was kind of strange that he tried to justify it when it came to a similar phrase that was used in the Beijing Olympics. We will leave that tweet to an initial reaction to what he might have thought was an overreaction. It's cool.
Kudos, guys, that's how you do it on social media. Respond, be honest, be authentic, and apologize. Humility is a great thing and we truly believe that ESPN and its staff learned from all this.