Mel Gibson, Alcoholism, Anti-Semitic Remarks and a Reputation In Crisis

“There is no excuse, nor should there be any tolerance, for anyone who thinks or expresses any kind of anti-Semitic remark. I want to apologize specifically to everyone in the Jewish community for the vitriolic and harmful words that I said to a law enforcement officer the night I was arrested.” Commented Mel Gibson in a statement five days after the latest incident put his reputation back in crisis.

According to Reuters, Actor Mel Gibson on Tuesday apologized for making anti-Semitic remarks in a drunken rant and asked to meet Jewish leaders, but one of them called on the Hollywood superstar to show deeds and not offer words. ”There is no excuse, nor should there be any tolerance, for anyone who thinks or expresses any kind of anti-Semitic remark,” Gibson said in a statement.

“I want to apologize specifically to everyone in the Jewish community for the vitriolic and harmful words that I said to a law enforcement officer the night I was arrested,” he added.

Gibson, who directed 2004′s blockbuster movie “The Passion of The Christ” about the last hours of the life of Jesus, was caught speeding in his car early Friday, and he went on a rant in which he is widely reported to have said, “The Jews are responsible for all the wars in the world.”

The Los Angeles County Sheriff’s Department report, parts of which have appeared on celebrity Web site TMZ.com, is laced with anti-Semitic statements and expletives from the actor.

The report further said that an open bottle of tequila was found in Gibson’s car. In his statement, the Oscar-winning director of “Braveheart” and lead actor in the “Lethal Weapon” series said he had entered “an ongoing program of recovery.” In the past, Gibson has admitted to having problems with alcohol.

But it has been the anti-Semitic remarks that have raised the biggest outcry in and out of Hollywood because before “Passion,” a $610 million global box office sensation, Gibson denied he or the movie were anti-Semitic.

GIBSON’S PLEA FOR HELP

His statement on Tuesday sought a meeting with Jewish community leaders in which he could explain his actions.

“I’m not just asking for forgiveness. I would like to take it one step further, and meet with leaders in the Jewish community, with whom I can have a one-on-one discussion to discern the appropriate path for healing,” Gibson said.

“I am asking the Jewish community, whom I have personally offended, to help me on my journey through recovery,” he said.

But Rabbi Marvin Hier of the Simon Wiesenthal Center in Los Angeles likened the actor’s statement merely to a first step.

Hier said Gibson must prove himself by completing a rehabilitation program and performing acts of goodwill such as visiting the Nazi death camps in Germany.

“We will know when the time is, but the time is certainly not when his press agents think it is,” Hier said. “I certainly think he is facing his alcoholism, and now I think he needs to face the statements of bigotry and anti-Semitism the same.”

Meanwhile, U.S. television network ABC said on Tuesday, it has pulled from development a miniseries about the Holocaust that it was developing with Gibson’s Icon production company.

“Given that it has been nearly two years and we have yet to see the first draft of a script, we have decided to no longer pursue this project with Icon,” said spokeswoman Hope Hartland.

A few comments from the Reputation Doctor regarding Mel Gibson:

Mel Gibson now must walk the talk and back up all the rhetoric with consistent actions for the rest of his life.

No one said reputation management was easy. After a crisis, Gibson’s reputation must be open to lots of truth, honest, humility, transparency, accountability and consistency. If he is not willing to do all of the above, his reputation is toast!

The first step of crisis management is ego management.

Gibson must leave his ego at the door with both words and actions and consistently think of his relationship with God to get him through this crisis. The humility and honest he had in his previous interview with Diane Sawyer of ABC’s Good Morning America regarding his relationship with his wife should be used as an example for how he must speak to the Jewish community, learn and remember the the horrific suffering of the Holocaust and seek a long-term relationship with the Jewish community based on truth.

Mel Gibson should apologize again in person before the L.A. sheriff, leaders from the Jewish community and his family at a press conference this week and be willing to apologize many times more, if needed.

Saying your sorry through your spokesman is not enough with a crisis like this. The apology must come from Gibson himself and have on ifs or buts in it. He should also answer a few questions to clarify his remarks and be willing to take the heat to begin the healing process with accountability. Saying I’m sorry once nevers cuts it. Mel Gibson must be willing to say he’s sorry over and over again to repair the relationship he breached. As I said in an interview today on CNBC’s On the Money regarding Gibson’s reputation in crisis, this is more heart work than head work and as a Christian Mel Gibson should know that.

Remember, do the right thing when your reputation is in crisis and seek the counsel of an experienced reputation management expert. It will be a major challenge, but ultimately the rewards of repairing your reputation will be great. Why? Because Your Reputation Is Everything!™

Mel Gibson

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