Reputation Crisis: the Way Out

Brendan Leipsic lost his well-paying job ($ 700,000) doing what he enjoys doing. He knows what he did and he realizes how it cost him. He's done the honorable, socially expected thing and 'owned it' and apologized with skill and sincerity. It's not nearly enough yet those are moves that most individuals and organizations resist and fail to do.

This article is being written because Leipsic is not the only one enduring a public undressing, tasked with rehabilitating mindset and changing behaviors. There have been multitudes of people and companies before him who fell, many more on the verge of being "next" and those in the future who will surely come and fall too.

This is a more common-than-you-know problem.

Leipsic has taken the painful, critical, first steps forward on the long, hard road back to a reputation rebuild and new, attractive career opportunity and becoming the person who will be trusted, respected and well received.

The now former National Hockey League (Washington Capitals) player had his contract terminated "after images of his messages in a private Instagram group chat circulated Wednesday night. Leipsic’s comments included misogynistic, vulgar, demeaning and profane language," Samantha Pell and the Washington Post reported.

The newspaper continued with details:

"Those screen shots displayed conversations regarding multiple women, NHL players and their significant others. It also appeared in one of the images that Leipsic made an insulting comment about his linemates, and other images included references to illegal recreational drugs."

(Deep breath). That's a lot for him to address and it won't happen without suffering yet Leipsic is not dodging communicating about it, denying it, being defensive or arrogant.

No, instead, he's leaned into the storm with humility, responsibility and remorse. At least in his initial response. Now, he has to conduct himself that way with unwavering consistency. But for now, what he's doing is wise, extremely helpful, and rare.

The Washington Post wrote about Leipsic's apology, where he claims his friend's Instagram account was hacked and someone shared images that "are representative of private conversations."

Set aside for a minute who would dislike him with such a passion to harm him, if what he is saying about being hacked is factual. Let's look at his excuse (bad choice to express it) that the comments were private conversations.

There is absolutely no need to say that and it doesn't matter when it comes to what he did and protecting, restoring or rebuilding his reputation. It helps not a bit and comes across as saying somehow what he did was less egregious because his account was hacked. It doesn't matter either whether he's not saying that verbatim, that's how it will be interpreted by many.

On a positive note:

“I fully recognize how inappropriate and offensive these comments are and sincerely apologize to everyone for my actions,” Leipsic wrote. "I am committed to becoming a better person by taking time to determine how to move forward in an accountable, meaningful way. I am truly sorry.”

That apology won't work for everyone yet it is better than most and it does acknowledge the wrongness of the behavior and expresses his devotion to improving his character.

It would have been superior in effectiveness if he specifically addressed what he did, to who, exactly why it was harmful and how and when he plans to build his character and what he plans to do in a strong attempt to make things right with those he attacked.

Leipsic would benefit from gaining understanding to why he thought as he did and communicated what he did. What motivated it? This is important so he can rewire his beliefs and attitude to prevent repeat behavior.

Working with a professional to develop his emotional intelligence would be a wise investment as well. Similar to developing hockey skills to develop technical expertise, E.I. skill development and refining would do the same for him and his interactions with other people.

As a professional hockey player he realizes the critical importance of fundamentals and strategy and that's exactly what he needs to learn and execute, with precision and excellence if he wants to rebuild his reputation.

This means both challenging communication with those he harmed and in public with the media, his own social media, future hockey organizations, teammates and their significant others. He will have to prove he can be trusted.

This also means enduring the consequences and punishment, maintaining humility and remorse and showing NHL teams and the public that he has learned exactly why his beliefs, attitude and behavior towards women were wrong.

Good news: Leipsic can overcome his reputation crisis and become a trusted, respected teammate, man and person. His career doesn't have to be over and neither does his personal reputation have to be "mud" for years.

The choice is up to him: choose to step forward with what is expected and execute on it at a high level and his reputation and life will benefit, or hope this blows over, do little and watch as the public doesn't forget and opportunities in hockey and life be frustrating, possibly infuriating and depressing and far less than what they could be.

Michael Toebe is a specialist for reputation, professional relationships communications and wiser crisis management. He writes the weekly Red Diamonds Newsletter (published on Medium and LinkedIn) on communication, decision making, behavior, conflict, professional relationships, resilience, reputation and crisis, as well as writing Red Diamonds Features and hosting the Red Diamonds Podcast with Michael Toebe.