When Not to Say Sorry

When you make a mistake, you apologize.

We learn this as children, and often re-learn this as professional communicators. Apologies are especially important during times of crisis or disasters to allay public fears and retain customer and shareholder confidence.

Timothy Coombs has suggested that social media can be used to monitor impending crises. But social media can also be effective for clients to build a relationship with the public during a crisis. Blogs can be particularly effective in conveying rapid updates and at the same time providing a forum for feedback and questions.

Other tools can include RSS for stakeholders that need constant updates, podcasts, and even videos.

On Feb. 14, 2007, a Jet Blue plane was stranded on an airstrip for nine hours due to a snow storm. Nine other planes were delayed the same day, and for four days following normal service still had not resumed.

In addition to offering compensation for similar events in the future, Jet Blue CEO David Neeleman issued a public apology that was listed on YouTube. He outlined strategies the company planned to avoid repeat incidents, and asked the public for their business and support.

The Jet Blue incident is frequently lauded as an effective way for a corporation to personally reach out and deal with the public during a crisis through social media. Apologies can be especially effective in maintaining positive relationships with the public, and even mitigate damages.

Many communicators suggest that an apology is the first step in any crisis. Eric M. Wagner points out that it is important for apologies to be sincere, and come before a company gets “caught.”

But there are times why sorry simply isn’t appropriate. In many jurisdictions an apology amounts to an admission of guilt, opening up doors to legal liability.

This issue was recently discussed in Canada, where various jurisdictions have different rules regarding apologies.

Richard Levick, President of Levick Strategic Communications has said,

When it comes to managing crises, attorneys should be on the bus, not driving the bus.

While this may be true, it is still important to check with legal counsel about the laws in your area before jumping on the bandwagon and issuing apologies using social media.

And preferably this advice should arrive before the crisis does.

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June 30, 2008 | Filed Under Omar Ha-Redeye 

Comments

4 Responses to “When Not to Say Sorry”

  1. Jo Jordan on June 30th, 2008 3:27 pm

    So who wrote this? Good post.

    Apologies are part of active listening but I agree with you about liability. We have to understand that restoring someone’s dignity is not admitting liability.

    A road accident provides a good example. It happens. You go into a routine of checking who needs immediate help, making sure nothing worse happens, summoning assistance. Step one, is restore safety for all concerned.

    Step two, is get down the details, and whatever you do don’t admit liability. You even say so - quietly and clearly. But if you have sincerely done 1, then the situation has calmed down and people go about making their drawings, writing statements etc in an orderly manner.

    There is a culture these days of not caring about the customer. It seems dumb strategically because people don’t forget it. Operationally it appears to be caused by being treated badly by one’s boss, feeling that you have little control yourself, and general low expectations (created to some extent by social media where you click away when you are dissatisfied).

    Clicking away doesn’t wash on an aircraft. I have sat on a grounded plane in the States. The Captain was refusing to fly. The other passengers started shouting at him. I took his side and suggested he was the only guy around making decisions. If he said the plane wasn’t moving, I would trust his judgment.

    (BTW I won and the locals took out their phones and started calling the airlines to fix up the onward connection I was going to miss - I love Puerto Rico as a result. Go there for your hols - just fly BA to Antiga not AA to Florida!)

    I want people around me who make active, thoughtful decisions - knee jerk stuff is no good for real life!

  2. Omar Ha-Redeye on June 30th, 2008 3:31 pm

    Thanks Jo, that would be me.
    We’ll set up a category shortly.

  3. E. Wagner on July 1st, 2008 3:49 am

    Interesting post. I’m glad to see someone else is as concerned about the state of the modern day apology as I am.

    If you observe events that take place in the news regularly, you’ll find that the newsmaker (politician, actor, sports star, etc.) who apologizes, is done for. Look at Michael Richards (AKA “Kramer”), last I heard from him, he was apologizing to Al Sharpton. Haven’t seen or heard from him since.

    Now look at Al Sharpton who, despite some of his obvious misdeeds (Tawana Brawley), never apologizes. You still hear him running his mouth, and people seem to still listen to him.

    Can anyone help me figure out why this is?

  4. Omar Ha-Redeye on July 3rd, 2008 7:04 am

    Eric,

    Part of what you may be describing can be attributed to the role the person plays in society.

    Entertainers like Kramer are expected to be characterized by levity, and not controversy. The opposite is likely true for social advocates - especially among marginalized communities - though many find Sharpton amusing regardless.

    The Richards incident could be perceived as distasteful, whereas the Brawley situation was one of misinformation. Had Richards responded with indignation instead of regret he would probably be in a worse situation than he already is.

    Similarly, the expectation of the public for corporate figures or public servants that directly affect them (fire, police, EMS) is quite different, and the communication strategy should be modified accordingly.

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