How To Apologize Effectively During a Crisis
Understanding to how to apologize effectively during a crisis is an essential part of maintaining a trustworthy brand reputation within PR. When it comes to apologizing too many people still get it wrong - not just public figures but in every day professional and personal scenarios, people do not seem to know how to apologize properly - this is also relevant for business brands. There's sometimes an unwillingness to accept fault or apologies are either poorly worded or worded insensitively.
According to the dictionary an apology is "a regretful acknowledgement of an offence or failure" - this is one definition that starts with the acknowledgement of something wrong being done which has caused hurt/pain/offence or upset. Whether it's an individual or a brand that needs to provide an apology it's crucial that there is some form of atonement and the first step towards this is through an effective apology. Not apologising correctly during a PR crisis can cause further damage and lead to a major change of perception of a brand and its team.
A few key points to always remember when apologizing:
Do not centre yourself in the apology - always centre the people/person/communities who you have hurt/offended.
Share your corrective actions: what will you do to address the situation, what improvements you will make, how you/your organisation will attempt to ensure further mistakes are not made in the future.
Be specific - say what it is that you are apologizing for and be clear about this. Do not try to circle around the issue especially as a business; the public needs to know that you know why they have been upset/offended as it shows that you care and are undertaking social listening.
Be honest - own up to everything surrounding the context of whatever it is that you did and what you are doing now to address/improve.
Be patient and humble - there's a sense that when you apologize the people or person you are saying sorry to should forgive you immediately but it is not up to you to put a timeline on their forgiveness. They may never forget what you have done and it may take time for them to forgive you but you cannot dictate if and when they should forgive you.