Nobody’s perfect. Everyone makes mistakes. And, when it happens in the national spotlight, the best path ahead is a sincere, authentic apology.

Saturday Night Live’s mea culpa last night to Congressman-elect, Lt. Cmdr. Dan Crenshaw is a good example of how to get it right. And, Crenshaw’s participation demonstrates something any strategic communicator would commend: A collaborative approach that serves the greater good.

In case you missed it, when Pete Davidson mocked congressional delegate Dan Crenshaw on SNL two weeks ago, he made a passing reference to Crenshaw losing an eye while in service to our country that seemed uncaring. The backlash that followed was negative, and it upset people. In short, it was insensitive to Crenshaw and to all who care about the sacrifices military members and their families make to defend freedom.

Anyone who watches SNL knows that it’s satire and comments about public officials, celebrities and others that are made are intended as humor. That said, the intentions behind Davidson’s roast were overshadowed by what seemed like a lack of respect for Crenshaw’s military service. It shows that, when your message is deeply offensive, intentions are likely to be lost or forgotten.

The follow-up last night shows that, in today’s divisive national and political climate, it’s possible to pause for a moment, step back, be real and use the national spotlight for causes we all care about, regardless of partisan lines or affiliations.

The segment on SNL worked comedically, and it also worked from a reputational perspective for the show, Davidson and Crenshaw. Here are a few reasons why:

For SNL and Davidson
They took the issue seriously. Even though the show is a comedy, the follow-up to last week’s comments about Crenshaw did not make him the target of another joke. Instead, SNL and Davidson addressed the insult to Crenshaw directly.

It was direct and simple. Davidson didn’t waste time explaining intentions or explaining why he said what he said. He didn’t make excuses for the way his “whatever” comment came across last Saturday night. He went straight to the apology. And, he focused on the solution at hand rather than dwelling on the mistake.

It was authentic and humble. It was clear that the apology was sincere. There was nothing snarky about it. The seconds dedicated to the apology were not funny, and it was clear they weren’t intended to be. The show saved the snark for Davidson, who made it clear he felt he deserved it.

It fit the SNL brand. The segment didn’t stop at an apology. It went on to provide the satire viewers expect from the show. So, it wasn’t a somber moment that felt out of sync. It was an apologetic pause followed by a few minutes of a clever roast of Davidson. It was a fit for SNL and the situation at hand.

For Crenshaw
He showed his humanity. Crenshaw’s appearance at the SNL news desk brought his personal brand to life for many TV viewers who might not otherwise have seen or heard him speak live. It showed that, yes, he’s a patriot and a veteran. It also showed that he doesn’t take himself too seriously to leverage a show and format that’s rooted in popular culture. In short, it made him more than a headline. It made him real.

He demonstrated leadership. Crenshaw demonstrated his willingness to collaborate and work with SNL to turn around a polarizing issue with the public. In stark contrast to how we’re seeing a number of political figures handle opinions they don’t like, Crenshaw embraced the opportunity and used it to capture the national spotlight with SNL in a positive way.

He used the spotlight to champion the military and 9/11 heroes. Crenshaw elevated the issue to make it about more than himself and Davidson. He also leveraged the segment to share advice with viewers about using the phrase “Never forget.” This paid homage to both veterans and 9/11 heroes, including Davidson’s father, a New York City firefighter who died in service during the attacks on Sept. 11.

Last night’s SNL bit with Crenshaw proved that collaboration and the right kind of apology for a thoughtless mistake can turn around toxic negativity. And, while every personal or business brand may not have the ability to do this through comedy, we can all take a lesson from what we saw on SNL last night: It was honest. It was humble. And, it was an example of how to bring people together when a messaging mistake offends people in ways that hurt your brand.