Crisis Communication

Three points on using an apology as a crisis communication tool

Posted on: January 29, 2009

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.
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