How to make a brand-saving public apology

Don’t get caught with your pants down.

Here’s something that’s reassuring: “A well-crafted apology can go a long way towards restoring trust after a breach or error,” explained PR pro Dorothy Crenshaw. “But it’s not as easy as a simple, ‘We’re sorry if anyone was offended’ — the minimum corporate expression of regret.” You need to apologize and mean it.

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