Nick Kyrgios serves a masterclass in apologising; the Swans should take note

"We're disappointed that the players have found themselves in this position."

That's the outrageous deflection we heard earlier this week in one of the Sydney Swans' responses to the allegations against five players from three women, after an incident on August 16 at the Pullman hotel in Melbourne.

As though ‘shit happens’ and it happened to the players through no fault of their own.

The comment made at a crisis press conference is just one amidst an overall lack of responsibility offered by the AFL team this week, and it has everything to do with the finals being just weeks away.

That's really what they're disappointed in.

Even if the club couldn't for legal reasons address the sexual assault allegations, there should have been outright acknowledgement of the other behaviour - allegedly hiring sex workers and drug taking - which are in direct violation of the team's policies.

(I say alleged, but the five players have been stood down, and not for no reason.)

Instead, another comment in a press conference by a senior Swans manager was, “We are not abandoning our players, we are supporting our players through this really challenging time for them.”

Does he mean their severe hangovers?

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Swans players finally issue an apology

Today, a statement was released by the Swans on behalf of the players. It reads: 

“We are deeply sorry to everyone involved. We know that our behaviour has fallen well short of the standards expected of us and the values of our club.

“We know we have let down our partners and families, members, supporters, teammates, the AFLW team, corporate partners and everyone at the club and in the wider community.

“We accept the club sanction and apologise for the impact this has had on those involved.

“Our focus will now be on rebuilding trust with the club and the community.”

Four days after the incident was revealed.

And finally, finally, after much pressure from the public, there's this today from Swans chief executive Matthew Pavlich:

“To say we are disappointed is an understatement. We’re deeply embarrassed and ashamed that the poor choices from five of our players and the impact that’s had on the women involved.”

Finally. You need faster lawyers.

Sure, the club has eventually said all the ‘right things.’ But they are clouded by the initial responses which fail dismally to be effective in any way.

Now, let's compare this to the response from Australian tennis player Nick Kyrgios, who's been busted for taking cocaine and suspended from playing tennis.

The five Swans players that have been stood down. Chad Warner, Riley Bice, Isaac Heeney, Nick Blakey and James Jordon. Image: AFL Photos

Nick Kyrgios' Instagram apology

The news was announced overnight, confirming Kyrgios has tested positive for cocaine after failing a drug test in Spain, and provisionally suspended by the International Tennis Integrity Agency.

But the star-player's response to the public was vastly different than the Swans'. Kyrgios didn't issue a statement from his manager, or PR team.

Instead, he used social media to humbly speak directly to his millions of supporters.

“I wanted you to hear this from me first. I recently failed a drug test in Mallorca after testing positive for cocaine,” Kyrgios said in an Instagram reel.

“I made a huge mistake and I take full responsibility for it.

“Above all, I’m sorry to the kids who follow me. I know the example this sets and I’m deeply disappointed in myself.

“I’m not going to make excuses, but I do want to give some context about where I’ve been.

"The last couple of years of injuries have taken a huge toll on me, both physically and mentally.

“My body hasn’t been able to do what my mind expects it to do, and coming to terms with being near the end of my career has been harder than I ever imagined.

“I’ve always said I didn’t choose tennis – tennis chose me. But letting go of something that has been my whole life is one of the hardest things I’ve ever had to face. At times I’ve felt helpless and alone.

“None of that excuses what I did.”

Perfection, Nick. Genuine, heartfelt, apologising to the right people, taking responsibility.

If you didn't feel for the man after reading that, who hurt you?

And if you can't see the gaping holes in the Swans' reaction… who hurt you?

A screenshot from Kyrgios' Instagram reel.

A PR crisis expert weighs in

Neil Shoebridge, journalist, editor, author, communications director, and now co-founder of strategic consultancy SKMG, told Mediaweek:

“At a time when other sport stars are disgracing themselves and bringing their clubs and sport into disrepute, Nick Kyrgios has 100% done the right thing. 

"Maybe he didn’t have a choice, but his statement is direct, honest, sincere and correct. It clearly acknowledges the fans – the people who underpin his success – which is smart. 

“It feels genuine, not calculated.”

He added,  “Saying sorry isn’t always the right crisis management strategy – we’ve all seen too many CEOs offer up insincere apologies – but in this case, it was Nick’s only option to protect his career, reputation and brand. 

"We all mistakes. The trick is genuinely admitting to them.”

I call it a masterclass in apologising.