One apology too far
Gordon Brown poured fuel on his bigotgate gaffe by apologising too much, says Dougal Paver.
A golden rule of getting yourself out of a media crisis is to do nothing that will keep the story running.
Rather, your strategy has to be to find a way to draw a line under the issue and move on.
Gordon Brown just kept pouring parafin on the flames of his unguarded comments yesterday, in myriad ways. Blaming the media, holding his head in his hands, insincere on-air apologies and more.
But worse was to come: he went back to Mrs Duffy's house, generating another media scrum and numerous new angles to the story. He might as well have handed out sticks to people so they could beat him properly.
He'd already apologised at length in a private telephone conversation with Mrs Duffy. He should have left it at that.
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