Too Little Too Late, Ferguson Apology

Link To Video

Link To Video

After two months of silence, Ferguson Police Chief, Thomas Jackson has spoken. Whether his so called “apology” has been accepted by those it was geared toward is up to you. Many believe he waited too long, many believe it was unprofessional, I believe he was not prepared for his apology just as much as he wasn’t prepared for what happened to his city.

It is clear that what Jackson wanted to accomplish in his apology was a sense a relief for himself, but the community didn’t agree with that. He openly admitted that the Ferguson Police Department has a lot of work they need to do, and he took responsibility for the actions that took place, but what the Brown family really wants is justice. Justice for their son, and justice for their city that they believe is suffering from racial corruption.


Was Jackson trying to speak to the community, or speak with the community in his apology? He dressed out of uniform, possibly as a way to address the public that he too is a human and he too is one of them, but he stood unprofessional is a sense he couldn’t speak without reading off of a paper. Was he sincere? He also repeating the word sorry at least 5 or 6 times off his script, does this actually show remorse toward those you have hurt? Im not sure.


Following this apology, the PR team working hand in hand with Ferguson was fired because of prior convictions a representative had. Convictions that in fact DIRECTLY correlate to the situation that happened in Ferguson. The Devin James Group terminated their contract with Ferguson because the owner Devin James; an African American, was convicted of shooting and killing an unarmed man in 2006. James claims that the city was well aware of this and he always tells his clients about his story. He also told CNN in an interview that, he was asked to help Ferguson because he was black, and could relate to their needs on a relative level.

Devin James Group

All of this really makes us question our countries structure, we already know that racial profiling and racial discrimination has forever been a problem in a cities and towns. But it seems that the media wants to jump on these stories before anything else, so we ask ourselves, what is the broader issues? Are we creating larger problems by blossoming these situations throughout the media? Are we opening new ideas to people? If PR couldn’t save Ferguson, what can?

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