Hough’s Apology for ‘The Activist’ Helpful Yet Preventable

Kyra Kyles is the CEO of YR Media and a senior-level media executive, writer and public speaker on issues of diversity and representation.

Criticism is going to come in life because humans make mistakes and commit foolish errors. The question then becomes how willing are we to move away from ego, arrogance and defensiveness to communicate with poise, responsibility, compassion and skill, leading to humanity and hopefully, effective conflict resolution. That’s where CBS is now with its upcoming show, “The Activist.”

First, a little of the backstory.

About the show, writes James Hibbard of The Hollywood Reporter, “six activists from around the world work ‘to bring meaningful change to one of three urgent universal causes: health, education and the environment. The activists will compete in missions, media stunts, digital campaigns and community events aimed at garnering the attention of the world’s most powerful decision-makers, demanding action now.’”

CBS is already taking heat, with critics labeling its show “performative” and “misguided,” with one activist — Andy Wilson of BleedingCool.com — communicating it “Could very well be the worst idea for a TV show ever,” adding, “Measuring the success of activism by engagement and social metrics is inherently wrong. I have seen campaigns do incredible, powerful work that isn’t quantifiable by how many retweets it got. And I have seen apparently incredibly popular things on social media fizzle and not take hold, never affect change.”

Wilson isn’t the only one upset.

Forbes writer Janice Gassam Asare looks down on the project too, calling it “performance activism personified” and says “Many people lose their lives advocating for the most marginalized. These individuals should be amplified, venerated, and celebrated — not the folks who join a show to win a competition. If you’re going into activism for fame and popularity, then is it really activism?”

Julianne Hough, one of the hosts, has spoken to the emotions and criticism received. Three times, she writes “I heard you” and then details the comments levied at the concept of the show.

She admits the judging on the show missed the mark, doesn’t claim to be an activist, speaks to her transgression of wearing Blackface in 2013 and freely admits “And because of all this, there is a feeling of insult, dehumanization, insensitivity and hurt that is being rightfully felt.”

Hough speaks to why she was excited to be a part of the show and that she has shared people’s concerns “with the powers that be.”

Hough certainly stepped into the line of backlash fire and communicated in depth about the troubles people saw and the hurt they are experiencing. Yet was her communication effective response in crisis for the show and its leaders and sponsors? Did Hough’s words help people really feel heard, respected, understood? Did it show them that changes will come?

“Though it is impossible to determine the sincerity of a statement, as some folks simply have excellent publicists, the fact that Julianne Hough very clearly states the perceived flaws in the show gives the impression that she has deeply mulled the criticism and understands it,” say Kyra Kyles, CEO of YR Media and a senior-level media executive, writer and public speaker on issues of diversity and representation.

She noticed that Hough didn’t resort to the typical non-apology ‘apology’ lip speak to avoid ownership of the hurt and offense people feel.

“She avoids the ‘I regret if anyone feels’ phrase that essentially negates any form of apology,” Kyles says. “She doesn’t shy away from the criticism of the show or from her own problematic actions of wearing Blackface. Rather than trying to ignore that personal part of the outcry in order to distance herself from the Blackface controversy, she leans into it by naming it and acknowledging the very real construct of White privilege.”

This decision shows Kyles that there is possibility, potential for motivation that leads to corrective measures. “Due to her approach of reiterating the wrongs and demonstrating not only understanding, but action, she conveys a willingness to improve as a human being.”

This communication behavior shows humility, recognition of harm caused, social awareness and effort to speak honestly about problems and pain.

“It would be difficult for even her staunchest detractors to say she deflected or shifted blame for her involvement in this program and her past actions as an individual,” Kyles says.

Hough’s comments did earn some additional respect for courage, attention to detail and saying ‘no’ to dodging complaints to avoid confessing to the actions that created problems for others.

“I like that she repeats the critique and addresses every aspect of it because it displays a sense of ownership,” Kyles says. “It’s so disingenuous when a public figure tries to shift the blame to ‘the producers’ or the public not giving something a chance before they’ve seen it in full.”

That caught Kyles’ attention, showing her Hough’s — and hopefully CBS’ willingness to be vulnerable and accountable.

“Hough’s reaction was refreshingly direct and openly apologetic with no qualifiers or excuses,” Kyles says.

As for what could have been better, even more effective communication, she suggests addressing details transparently about what was going to be done as far as corrective measures would have made for an even greater impact.

“It might have been more powerful,” Kyles says about Hough “if she’d explained exactly what the producers did to address the concerns she raised, but she may not be able to offer up that specific information due to contractual obligations.” 

In behavior, there is something known as myopia. There are times, if we are not thinking clearly, that we can’t see — or choose not to see — the problems developing with our thinking errors, judgments, decisions and actions.

“I wonder, given how thoughtful she sounds in her response to criticism, why she didn’t anticipate this kind of response in the first place? Being aware of her past Blackface incident and the format of the show makes it seem like the problematic nature of ‘The Activist’ would leap off the page — or screen — for her and her representatives,” Kyles says.

Some forward thinking and wiser decisions by Hough and her team could have prevented a backlash.

“I sense there may have not been a need for an apology had she examined the premise and focus on social capital versus human impact more carefully before she signed up to appear on this show,” Kyles says. “It truly sounds like ‘The Apprentice’ meets ‘America’s Next Top Model’ and an ill-conceived Instagram challenge combined.”

Takeaways and lessons to be learned are available.

“I wish we had fewer incidents that required apologies,” Kyles says. “Why don’t these public figures think things through at the beginning?”

At the same time, she acknowledges the character she sees being displayed in this instance.

“But I digress, if you must apologize, this is the way to do it. Acknowledge the validity of the criticism.  Take full ownership of your part in the wrongdoing. State how you will correct it and commit to more thoughtfulness and reflection in the future.”

Hough, CBS and other media companies can look at this situation and the pained, angry response as an informal case study.

“As for what CBS and other networks can learn, I’d say they should be less focused on celebrity appeal and invite actual grassroots activists to be front and center in this type of programming, not only for authenticity’s sake but for informed feedback,” Kyles says.

“I’m certain that had there been actual organizers and activists involved at a high level from conception, there is only a remote chance that ‘social likes’ would have been the deciding factor in a winner for a show called ‘The Activist.’”

Kyles understands why show creators and producers build their shows how they do though, even if it makes little sense socially and gets the production off on the wrong foot.

“We live in a celebrity and influencer-focused culture to be sure, but as we know, diversity around the table, from culture to racial background to experience, is the key to avoid embarrassing errors like this show, which has courted controversy and necessitated a string of “sorrys” before a single episode has aired.”