Susie O’Brien: Brooke Cotchin apology teaches AFL boys how it’s done
Richmond WAG Brooke Cotchin taught the AFL fraternity a thing or two about how to issue a proper apology after her hub stuff-up. And others would do well to take note, writes Susie O’Brien.
Susie O'Brien
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All hail, Queen Brooke.
It took a female non-footballer to beat the AFL blokes this week.
When it came to apologising, Brooke Cotchin, wife of Richmond skipper Trent, did a much better job than most in the football world.
Cotchin, who’s with her husband and kids in the footy lockdown, posted about visiting a day spa, causing the Tigers to be fined a hefty $45,000.
Although other media had reported the post, it took AFL website journalist Mitch Cleary to name her – a move that led to him being initially stood down by the league for breaching its rules.
Not only did Cotchin remove the post once she worked out she’d done something wrong, she issued an immediate apology for going to the beauty spa, which she called a “licensed medical facility”.
“I wish to apologise for the mistake I have made and I am deeply sorry for any angst that I have created for anyone,” she said.
“It was an honest mistake and one that I am incredibly remorseful for.
“I am the first to admit I am not perfect, and I do make mistakes, this being one that I need to own and learn from.”
Hooray. An apology that doesn’t start with the line: “I am sorry if you are offended …”
Eddie McGuire, of course, is the master of the non-apology.
Remember when he took a pot shot at Sydney Swans coin-tosser Cynthia Banham for doing a bad job?
Once he’d worked out that Banham survived a plane crash that left her a double amputee, he tried to say sorry — but couldn’t.
“I just want to apologise if this was communicated in the wrong way,” he said.
And there was also the time he suggested respected journalist Caroline Wilson should be dunked in an ice bath.
He later apologised but still insisted he was just “cracking gags” and it was “nothing personal”.
To be fair, I should note that McGuire admitted he put his “foot in it” when he said Indigenous player Adam Goodes should promote the musical King Kong. But he still called it a “slip of the tongue” and did not admit it was a racial slur.
Cotchin, to her credit, also called for Cleary to be reinstated and the AFL listened.
The Cotchins will pay the fine out of their own pocket.
That’s one very expensive facial. Oops, I mean medical treatment.
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