Three points on using an apology as a crisis communication tool
Posted January 29, 2009on:
I just came across “Ask the Professor: Sorry! An apology as a strategic PR tool” in Public Relations Tactics (12/2007) by John Guiniven, Ph.D., APR, Fellow PRSA.
Here are three key points I picked up from the article:
- Relationships are important and sometimes an apology is the best way to get it back on track.
- The legal department might say no. Sometimes you should listen to them, but make sure they can justify why you shouldn’t apologize.
- Don’t just say, “We were wrong and we’re sorry.” Someone needs to take responsibility, tell them how the problem will be fixed and why it won’t happen again.