Crisis Communications Finding the best way to admit fault Sometimes an apology can make your mistake look worse than it really is. Or it can make it look like you’re wallowing in your screw-up. Don’t do that. By Mickie KennedyFeb. 7, 2014 SHARE Ragan Insider Premium Content To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.