Ferguson police chief’s apology ‘too little, too late’

Police Chief Thomas Jackson’s address was meant as a sincere way to engage with members of the Ferguson community. Many critics saw it differently. (Update)

Ferguson Police Chief Thomas Jackson apologized Thursday morning to the parents of Michael Brown and to peaceful protestors.

The video, in which Jackson reads a statement from a piece of paper, can be added to the growing list of PR mistakes the Missouri city and its police force have made since the Aug. 9 shooting death of Brown by Ferguson police officer Darren Wilson.

The Devin James Group, a PR firm recently hired to help the city repair its image, released the video to CNN, where it quickly made its rounds on both traditional and social media channels.

In the video, Jackson was out of uniform and said the following:

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