Last night Dannii Minogue very publicly ‘outed’ Danyl Johnson on the X Factor and it made for VERY uncomfortable viewing…
Across the UK the social media tweeters, bloggers and forums were in shock… how could she do this? Just at the time that Dannii seemed to have won the hearts of the UK public as the female judge of choice. HOWEVER… she didn’t out him, he had already done it himself on News of the World in August and she was just referring to his public announcement that he was bi-sexual. The mistake that she made was assuming that everyone who watches the X Factor also reads trashy newspapers or keeps up with celebrity gossip and would ‘get the joke’.
The Result? National Outrage
So now Dannii has a huge PR problem on her hands. How does she address the issue quickly / effectively and diffuse the bomb that has just exploded underneath her?
Dannii’s PR team were on the case and they posted an announcement on her blog last night emphasising that Dannii meant no harm and that Danyl was fine with what she said … but this definitely needs to be followed up with a mention tonight on the TV. She also made a small mention on her Twitter stream and acknowledged a few of her supporters, but I think she could be doing more of this. Why not put in a link to Danyl’s original article on News of the World? Why not be human about it and acknowledge that she is annoyed with herself about how badly she managed her comment to Danyl ? I think people will forgive her much more easily if she is real about making a mistake rather than hiding behind her ‘formal’ PR. This is what social media is all about and how to use it to most effect.
…and what about the X Factor Twitter Team? What were they thinking?
The one twitterer that should be supporting Dannii isn’t! What is going on with the X Factor twitter account? Last night they re-tweeted someone’s negative comment (now deleted, but you can see other’s retweeting the comment here). They also have a Twitpic up with Danyl’s performance (the only one of the night), with negative comments about Dannii. Where is the support from her team? Where is the link to Dannii’s announcement on their Twitter stream? One might think that they wanted Dannii to take the flack for this and bear the brunt of the media outrage to drive viewers to the show (surely not?!)
Only time will tell if there is any lasting damage from the show last night for Dannii but it will be interesting to see how she manages this and if she is able to recover from her very public mistake. What do you think? Do you have any advice for Dannii on how she can manage this and nip it in the bud?
UPDATE: I’m glad to see that Dannii is doing exactly what she should be doing, through her Twitter stream she is being responsive and acknowledging what happened… well done Dannii – I’m glad you’re working the social media tools the way they should be worked!