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.
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.