For a public figure or corporation, apologizing requires more than simply saying, “I’m sorry.” An effective, sincere apology depends as much on the words you say as it does on the context: timing, meaning, setting and actions. But let’s start with the basics. What constitutes a good apology?
First, acknowledge your fault or offense, and apologize for it. This may sound obvious, but it is not. Too many public figures manage to sidestep this painful but necessary step. For all of the missteps Mark McGwire has made, he did directly apologize for using steroids saying, “It's time for me to talk about the past and to confirm what people have suspected. I used steroids during my playing career and I apologize.”
Many times, corporate executives are reticent to admit fault when things go wrong for fear of legal liability. Not acknowledging some kind of responsibility for the situation can easily endanger your customers’ long-term trust. There is always a way to craft an effective, sincere factual apology while avoiding damaging your position in litigation.
Second, offer your sincere regret for the actions or omissions and the effect they had on others, and take actions to make amends. In 2007, Jet Blue Airlines offered a public apology to its customers for a terrible week of delays and cancellations that left many of its customers stranded. In response, it issued an effective apology, which began:
Dear JetBlue Customers,
We are sorry and embarrassed. But most of all, we are deeply sorry.
Last week was the worst operational week in JetBlue’s seven year history.
Jet Blue also did one better—it created a Jet Blue Customer Bill of Rights that provides guidelines for what customers are entitled to when various types of delays and cancellations occur. Similarly, as we recounted a few weeks ago, Johnson and Johnson took responsibility for its Tylenol crisis and responded by creating tamper-proof packaging. The creation of “new facts” makes the apology more effective.
Third, don’t allow the drip, drip, drip of truth to render your apology insincere, or don’t 99 percent apologize. When former Senator John Edwards publicly apologized in 2008 for his 2006 affair with Rielle Hunter, he acknowledged that he was previously untruthful with the public about the affair.
In 2006, I made a serious error in judgment and conducted myself in a way that was disloyal to my family and to my core beliefs. I recognized my mistake and I told my wife that I had a liaison with another woman, and I asked for her forgiveness. Although I was honest in every painful detail with my family, I did not tell the public. When a supermarket tabloid told a version of the story, I used the fact that the story contained many falsities to deny it. But being 99% honest is no longer enough.
But even worse, he denied in that apology that he fathered Ms. Hunter’s baby with or without knowing the truth, saying, “I am and have been willing to take any test necessary to establish the fact that I am not the father of any baby, and I am truly hopeful that a test will be done so this fact can be definitively established.” His decision to continue denying paternity required him to make yet another public apology in January 2010, saying, “It was wrong for me ever to deny she was my daughter and hopefully one day, when she understands, she will forgive me.” His repeated denials also ensured that his credibility will forever be questioned.
Fourth, don’t wait until the “perfect time.” The right time to apologize is as soon as you realize that you or your company is responsible for an act or omission. Waiting too long can result in your audience feeling as if anything you do is “too little, too late.”
Fifth, know your audience. Even though you may be apologizing to family, friends, customers, sponsors or others, either personally or through appropriate channels, you cannot leave out the media. Ultimately, the media will transmit your message—often with editorial comments—all over the world. Let the media be part of the process, and answer their questions. They are the best way for you to get your story, your facts and your apology into every article written on your particular crisis.
