One of the most popular sitcoms in the 1990s, “Roseanne” was also one of several beloved shows to return to our television screens this fall after a long hiatus. ABC had struggled over the years to create blockbuster shows, and bringing back “Roseanne” was its Hail Mary.
As a network, ABC has tried to be as diverse and inclusive in its programming as possible, with shows like Blackish, Off the Boat and Modern Family appealing to a variety of demographics based upon gender, race, religious beliefs, sexual orientation and economic status.
The “Roseanne” revival premiered to huge ratings, as roughly 18 million live viewers tuned into the first episode, making it one of ABC’s highest rated new shows.
With such monumental success, it came as a shock to many when ABC suddenly canceled the new show. The cancelation was the result of racist statements made by Roseanne Barr on Twitter.
Was it right for ABC to pull the plug?
Ultimately, yes. Since the return of the show, Roseanne’s personal social media activity has been part of a larger pattern, and this specific tweet was more than the network could bear in reputation damage. The “Roseanne” revival was supposed to be the centerpiece of the ABC schedule, not a millstone that could cost the network advertisers as well as viewers.
This behavior is nothing new, as we’ve seen similar situations play out with other celebrities. The network executives had pretty clear choices: act now or suffer a public outcry for some extended period of time and wind up taking a similar step anyway.
What should Roseanne do next?
It is time for a major retooling of Roseanne and her brand, starting off with a period of silence to clear the air. After a brief break from the public eye, there are four steps Roseanne should take.
- Express regret for her actions. This was initially done on Twitter.
- Establish the response she will take in order to demonstrate she’s not racist.
- Clearly indicate how her actions will be different in the future.
- Reassure the public that her behavior is truly different through actions that can be judged as authentic and sincere.
When ABC decided to bring Roseanne back into the fold, they should have known to prepare themselves for a potential crisis. Failure to prepare led to a decision that, while ultimately swift and correct, cost many people their jobs. [Note: ABC has been in talks to bring the rest of the family back for a spin-off sitcom, however nothing has been confirmed.] Crisis planning is always best done on a sunny day, not when it’s already raining.
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Paul Furiga is President and CEO at WordWrite Communications. He can be followed on Twitter at @paulfuriga. 
