noun

1. the parts of a sentence, paragraph, discourse, etc. immediately next to or surrounding a specified word or passage and determining its exact meaning to quote a remark out of context

Robert Allenby is full of it.  A few days (nothing like being timely by the way) after trashing Anthony Kim for being ‘the loosest cannon’ on the American team and exhibiting off the course behavior that was akin to being the new John Daly…Allenby today did the predictable thing – He made up a lie an excuse about his words being taken out of context, and tacked on an apology for good measure.

If Allenby wanted us to buy that his words were taken out of context it may have been helpful if he had actually taken care to put his words IN the proper context.  For example, maybe when Allenby said: “Maybe we should all take the theory of Anthony Kim. Get home at 4 o’clock (in the morning) and then go shoot 6 under.”

Perhaps the context left out was: “…Get home at 4 o’clock after taking sandwiches and blankets to the homeless all night, and then stopping by a local Church to pray for those unfortunate souls…”ok, then Allenby would have reason to be grumpy.

Or maybe when Allenby said: “…He is the loosest cannon in that team.”  The lacking context was something like: “I mean look at his shoulders in his swing…so loose, his hips too. I bet he’s an excellent dancer.”

But it seems like Allenby is just pulling the typical ‘out of context’ card that many public figures mistakenly believe makes their apology more sincere or believable.  Does it even sound believable to essentially say –  ”I’m really sorry for what I said…which was misquoted and/or taken out of context…but still…I’m really sorry.” If you were misquoted or taken out of context…then why are you sorry?

What you mean is:

• I’m sorry I got caught.
• I’m sorry I said it when cameras/recorders were on.
• I’m sorry I was drunk and said/did that.
• I’m sorry I am going to lose money/stature as a result of this.
• I’m sorry I said something so dumb.

It’s the crisis communications equivalent of saying ‘wasn’t me’. Of course Allenby is far from alone in playing the ‘out of context’ card. Another well-known offender was Carolyn Bivens the (now) Ex-LPGA Commissioner.

After saying tweeting during a round on the LPGA could be good fun, Bivens issued the following statement once her players made it clear they thought she was out of her ever-loving gourd.

“Comments that I made in a conversation with a writer last week regarding the importance of social media and tweeting have been taken out of context. We have not discussed tweeting or the use of handheld devices during tournament rounds with the USGA, or even within the LPGA, nor do we intend to. Our players will not be tweeting during the rounds of LPGA events.”

I’ve had the good fortune of being employed in the PR/communications industry for many years now and have counseled a number of different clients.  The reality is some listen, take counsel and form a partnership with their communications experts.  Others, simply view communications as a means to an end, a tactic. Usually the latter group are who you see using phrases like ‘out of context’ once they’ve gotten caught in an unexpected swirl of controversy.

Sure, there are (more infrequently than not) comments that are taken out of context.  It can be done by any unscrupulous member of the media.  But the media are held accountable too.  If they regularly lie, eventually they will get caught and suffer consequences as well.  And if you’re going to claim out of context then please…at least provide the context that was lacking/removed.  Otherwise the claim is utterly unbelievable.

da Vinci supposedly said “Simplicity is the ultimate sophistication.”

In this day and age when public skepticism is high and tired excuses have worn thin, a more sophisticated approach to take when you say or do something that you later wish you hadn’t, is to just admit it, apologize and try to move on.