Let’s talk about apologies.
In our day to day life, apologies can range from a quick “I’m sorry,” to a detailed personal explanation for past behavior. For companies and celebrities existing in the public eye, however, apologies are not as easy.
Oftentimes, apologies are not owed only to the person or group wronged, but those who witnessed or consider themselves to be part of the same group, stakeholders, and customers. Reasons you may see a public apology include (but are certainly not limited to):
Improper workplace transgressions
Politically incorrect stances
Inappropriate personal conduct
Misappropriation of company funds
Not infrequently, apologies are reserved until the accusations and bad publicity mount to a place where there is no choice but to apologize. There are instances both few and far between in which an apology might not be the correct course of action, but realistically, a prompt apology prior to an onslaught of bad press is the best way to overcome any negative perceptions.
Important things to note when apologizing
How public figures and corporations go about their approach to apologizing can quite literally make or break their future. If you ever find yourself or your business in the place of needing to apologize, there are a few very important things to note:
Apologize in a timely manner.
Take responsibility for the actions that have harmed others.
Make your apology genuine.
Be forward and proactive in the steps you will take to reconcile (And then do them!)
Do not make it about you.
Do not shift blame.
Sounds easy, right?
You ‘d think so, but frequently that’s not the case.
How to apologize effectively
Human emotion can be hard to overcome in delicate situations, and that’s why it’s so important to have a professional on hand to help craft your messaging, even if you plan to write your apology for yourself.
As mentioned earlier, timing is everything. You can’t let allegations stew in the public for too long before addressing them. At the same time, you want to ensure you’re taking time to fully understand exactly what it is an apology is owed for, to who, and why. 24 hours should suffice in crafting a quality apology.
The most important thing to take into consideration is the verbiage used in your apology, taking care to take full responsibility and not shift the blame onto others.
The second most important piece and support to your apology includes outlining steps that you or your organization will take to not only never make the mistake again, but even improve in the future.
When done appropriately, apologies can turn a PR disaster into good will, but when done poorly, they can result in the breakdown of even the biggest corporations.
Examples of a quality apology
In the realm of the public eye, there have been some wonderful examples of leaders and celebrities stepping up, taking blame, and making changes for past actions. These are a few of my favorite examples:
Apple paying royalties: When it was brought to Apple’s attention by Taylor Swift that artists would not receive royalties during customers free trial periods, Apple quickly responded with an apology and immediately began paying royalties to artists listened to in the free period.
Johnson and Johnson recalling Tylenol: Other J&J controversies aside, this one, from the 80s, was handled well, putting consumers first and showcasing action.
JetBlue creating a customer’s bill of rights: Not only did JetBlue take swift action in offering a personal apology from the CEO, it immediately took action putting into place a customer’s bill of rights to avoid any future problems.
Examples of a poor apology
As with any good, there comes bad, and apologies are no exception to the rule. Here are some of the worst examples of a public apology I’ve seen:
Pepsi’s Kendall Jenner ad: Not only did this ad “miss the mark,” so did the apology, which, in part, was aimed at Kendall Jenner, the model that chose to participate.
Papa John’s racist remarks: While he offered an apology, it was haphazard and poorly put together. Papa John resigned shortly after.
Peloton’s holiday spot: Not apologizing is bad enough, but standing by a commercial others had so many valid issues with? Yikes.
At the end of the day, it is crucial to have a professional available for review of any public apology at the very least. Employing a professional as part of your team can help stave the instances of needing one in the first place.