Learning from United’s vow to ‘do better’

PR pros now know what not to do for an apology, but there are a few other takeaways that communicators can apply to future crises. Consider these insights.

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Responding to backlash from a now-viral video in which a passenger was dragged off a United flight after refusing to give up his seat, United Airline’s chief executive, Oscar Munoz, issued another apology on Tuesday.

Here’s the full text of his latest mea culpa:

A message from Oscar: I’m sorry. We will fix this.

Dear Team,

The truly horrific event that occurred on this flight has elicited many responses from all of us: outrage, anger, disappointment. I share all of those sentiments, and one above all: my deepest apologies for what happened. Like you, I continue to be disturbed by what happened on this flight and I deeply apologize to the customer forcibly removed and to all the customers aboard. No one should ever be mistreated this way.

I want you to know that we take full responsibility and we will work to make it right.

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