From (allegedly) kiddie-fiddling cardinals to (so they say) overly-lascivious Lib Dem leaders, allegations of inappropriate behaviour are everywhere these days.
Leaving aside whether the use of that word ‘inappropriate’ is appropriate in these cases (is it really being too judgmental to take the view that abusing children is ‘wrong’ rather than merely ‘inappropriate’?), the allegations are generally followed by a denial of any wrongdoing.
However, a common-or-garden denial is somehow seen as insufficient. So the accused party will instead say he refutes the charges, presumably because it sounds like a more robust kind of denial. Sometimes they’re reported to be ‘contesting’ the accusations, or alternatively they might ‘dispute that version of events’. A ‘rebuttal’ of child-sex allegations is heard less often, perhaps because the word sits rather awkwardly with that particular offence. As does ‘sits rather awkwardly’. But shush.
The question is, if you’re a copywriter who’s been accused of something untoward, just what type of denial should you hit back with? Here’s your handy at-a-glance, cut-out-and-keep guide:
“You’ve been in the pub!”
A straightforward denial should be enough to counter this outrageous slur, provided you don’t allow your accuser to get close enough to smell your breath, or mangle your words to the extent that your very denial becomes an outrageous slur.
“Your copy is off brief!”
This is one you can refute, because to refute something is generally held to mean disproving it through evidence. So you simply hold the creative brief up in triumph and say “See? You specifically asked for the copy to focus on the kill-rate of the MP7 Sub-Machine Gun, and for the tone to be light and whimsical!”
“You’ve lifted this copy!”
You can either deny or dispute this accusation, although disputing it suggests it contains at least a kernel of truth that warrants argument and debate. Better to deny it outright, at least until your accuser comes back with the proof. Then you’re on your own.
“Your copy didn’t generate a response”
You can rebut this criticism simply by providing a sheaf of the responses your ad did get, taking care not to mention that 90% of them were complaints about tone, veracity or plagiarism (see above). Rebut, then, is similar to refute, although back in the 90s New Labour was famous for its effective ‘rapid rebuttal unit’ (strapline: ‘Yeah but, no but, REBUT!’) rather than a ‘rapid refutation unit’. That would have been silly.
“You totally lost it with the client when he rejected all your perfectly reasonable ideas, telling him he had the imagination of a small stick before pouring coffee over his head.”
Up to you. If it didn’t happen, deny it. If you can produce a happy, smiling client, refute it. If it was tea not coffee, dispute ‘that particular version of events’. But if the accusation is that it was your art director who carried out the assault rather than you, you should take legal advice and contest it.