It seems that apologies are in the headlines every day.
With so many clogging readers’ newsfeeds, these mea culpas are being scrutinized more than ever.
For reasons both internal (legal) and external (public biases against big companies), apologies are one of the hardest things PR pros must communicate. There is no instance where are the words you use are more important than when your company has (or is perceived to have) something to apologize for.
How a company crafts an apology can make or break their reputation.
Here is a compiled this list of 20 starting points for you to have as you navigate any apology:
What to Say
When it’s helpful
When the facts are plain —and damning: A full apology must be made when there is no denying you’ve done wrong, and you will be making it right.
When you acknowledge the issue, but you see your role in the issue differently : You must restate the issue at hand and communicate that it’s important to you as well. If you don’t validate that you’re in touch with public perception, you will never make up ground.