Apologies Are Just Step No. 1
Apologies need to be sincere and unconditional then followed up by actions
“Never ruin an apology with an excuse.” Benjamin Franklin
“Say you’re sorry.” As a child, how often did you hear those words from parents and teachers? While apologies become even more “complex” in adulthood, have you stopped to consider the role they play in trust repair? This week, as part of our Zoom Lunch & Learn series seven members of our Trust Alliance convened to discuss the topic of apologies in a session called “I’m sorry…but.”
Prior to meeting, I provided the group with the following insights shared by one of our members:
It’s been almost four decades since Johnson & Johnson’s Tylenol crisis, and public affairs professionals have been fixated on the “apologize” model. Whenever a company is attacked, they recommend that trust can be rebuilt only by an immediate apology. Yet there have been critics of this approach, most notably renowned crisis manager Eric Dezenhall. In his 2007 book, Damage Control, subtitled “What Everything You Know About Crisis Management is Wrong,” Dezenhall argues that not all situations are the same, that not all apologies are the same and that the costs and benefits of the apology must be carefully evaluated.
Please select this link to read the complete blog post from Trust Across America.