Why a Nobel laureate’s ‘non-apology apology’ didn’t work
Dr. Tim Hunt’s comments about ‘girls’ in labs got him in trouble, and his attempt to apologize didn’t help his cause.
The “non-apology apology” is generally employed when someone says something offensive, which is very easy to do in today’s climate. It’s a classic crisis communications move. Sometimes, it can be quite effective.
A favorite (fictional) example is CJ Craig from The West Wing trying to diffuse the moment when President Bartlett called his opponent stupid: â
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.