After the donut-shop security video of pop singer Ariana Grande appearing to lick display-counter donuts before loudly proclaiming “I hate America” went viral on Tuesday, the pop songstress issued a Twitter apology statement on Wednesday and then posted a YouTube apology video on Thursday night. The real question is: Was the second apology necessary? Howard Bragman, the chairman and founder of Fifteen Minutes PR, says, “The second apology was a direct result of her first apology being so pathetic. I always tell people it should be about 100% responsibility, not a long, rambling, equivocating apology.” Jim Bates, senior executive of PR firm Sitrick & Company adds, “As a rule, one apology is enough. You just need one that hits the right notes and the right messages. Think about what you want to convey to people and move on.
