In a televised interview on Anderson Cooper 360 (AC360), embattled NBA Clippers’ owner Donald Sterling attempted to put a positive spin on his racial rant that led to his lifetime ban from pro basketball. His spin was anything but positive.  He created more fodder to bolster his image as a racist. Sterling claimed he was “baited” into making his racial slurs and went on to blame former NBA star Magic Johnson for his scandal.

Public relations professionals see a prime-time interview after a scandal as an opportunity, a chance for redemption and to reverse negative public opinion. Sterling’s remarks ensured that the scandal won’t die down soon. His attempt at repentance wasn’t convincing, as he said he didn’t mean the things his alleged girlfriend V. Stiviano caught on tape, and that he was not a racist.

Sterling then turned on Cooper, saying, “I think you have more of a plantation mentality than I do,” he said. “You’re more of a racist than I am.”

He then called out Magic Johnson, whom he called Stiviano out for being seen with in the tape, stating,

“What has he done? He’s got AIDS.”

“I just don’t think he’s a good example to the children of Los Angeles…that he would go do what he did and then get AIDS.”

“The players don’t hate me. The sponsors don’t hate me. The fans don’t hate me. It’s just the media,” he said. “People call me by the thousands and give me support.”

Putting aside Johnson’s 23-year-old charitable foundation and millions of dollars invested in urban communities, Sterling continued: “What does he do for the black people? He doesn’t do anything. Some of the African Americans—maybe I’ll get in trouble again—they don’t want to help anybody.”

One person who did do damage control correctly was NBA Commissioner Adam Silver, who issued a statement after the Cooper interview aired:

“I just read a transcript of Donald Sterling’s interview with Anderson Cooper and while Magic Johnson doesn’t need me to, I feel compelled on behalf of the NBA family to apologize to him that he continues to be dragged into this situation and be degraded by such a malicious and personal attack. The NBA Board of Governors is continuing with its process to remove Mr. Sterling as expeditiously as possible.”

What Sterling failed to do was his own damage control. When faced with this situation, he should have followed Silver’s lead and done three things:

1. Apologize. When you’ve clearly offended…rather it’s an individual, group or organization, sincerely apologize.

2. Admit wrongdoing. As with the apology, admit that you were wrong.

3. Keep your mouth closed.  After you’ve stated one and two, stop. Say nothing else about the situation. If questions continue, continue with one and two.

In a subsequent interview with Anderson Cooper, Magic Johnson stated, “He didn’t apologize to me.”  This clearly shows that sincere apologies are important.

We all make mistakes and are entitled to them. However, owning up to and acknowledging mistakes is key to damage control.