One expert on crisis communication says Abby Wambach did the right thing by offering a public apology on Facebook following her DUI arrest over the weekend.
Kim Allen is managing partner, public relations, at Dixon Schwabl.
"Because if you don't say anything, then others fill in the blanks, and you don't get to own the message."
Wambach, arrested Sunday for DUII in Portland, issued a statement on Facebook:
``Those that know me, know that I have always demanded excellence from myself. I have let myself and others down. I take full responsibility for my actions. This is all on me. I promise that I will do whatever it takes to ensure that my horrible mistake is never repeated. I am so sorry to my family, friends, fans and those that look to follow a better example.''
Allen says Wambach, in her statement, took responsibility for her actions, and made a public apology.
"She chose to speak to the public over Facebook so she could control the message in her own words and sort of deliver that strong, transparent accountable statement."
There has been some fallout already.
MINI USA says it pulling its ads featuring the retired soccer champion.
Allen says individuals like Wambach are brands in and of themselves, so they have an image to uphold.
"Often times you will see sponsors reevaluate their position, because the last thing they want is for their own brand to take a hit, when they have somebody like Abby, who is a celebrity, as a spokesperson, maybe conduct themselves in a way that isn't favorable for their brand."
Allen adds time will tell how Wambach handles the ongoing nature of this.