How to Authentically Apologize

By: Morgan Foss

Beyonce | “Sorry” | PC Link

It’s unlikely that individuals and companies can mirror Beyoncé's “I ain’t sorry” mentality. Although we all strive to be like Queen B, being unapologetic is not a highly recommended solution. Oftentimes it’s difficult to accept accusations of being in the wrong. When managing these situations, it is critical to address the issue and apologize effectively.  

In my past blog, A Sweatshirt Crisis: 3 Catastrophic Fashion Fails, I discussed three major crises involving Gucci, H&M and Urban Outfitters and how the companies responded. All three companies made statements apologizing for the offensive sweatshirts, but the apologies lacked authenticity or genuineness. There are many ways each apology could have improved in terms of audience acceptance and effectiveness.  

What does it mean to be authentic? Social media expert and professor, Regina Luttrell defines authenticity as “the ability to convey feeling trustworthy and genuine.” (Social Media: How to Engage, Share and Connect, 2019)  Below are some tips to consider when managing a crisis and forming an apology.

Tips for an A+ Apology 

Acknowledge the situation in its entirety 

Acknowledge the issue and do not undermine the significance and impact of the situation. Acknowledge opinions and viewpoints outside of company that may have not been considered when the action was carried through or product was released. Acknowledge the audience’s reaction and the specific reasons behind the negativity. 

Take accountability for the situation 

Take accountability as an individual or company. Do not justify or make excuses for the issue at hand. Admit the negligence on behalf of the company. Language will make or break your apology. Do not use language like unintentional, mistake, or accident when explaining what happening. Every action you make should have intention behind it, therefore explaining it away will not be beneficial.

State what was Learned from the situation  

Moving forward, include what the company will do next using progressive language. Ensure that the unfortunate situation/issue will not happen again and explain how. This is the chance to express the companies trustworthiness, responsibility and care for its audience now and in the future. Express and ensure stability moving forward, but do not force the apology on the audience. Allow time for the situation to settle, but most importantly learn from it.

Address the situation in a timely manner 

It is important to address the situation and release a response in a timely manner. This does not mean respond immediately but instead respond after thoroughly and thoughtfully writing the statement. When thoughtfully composing the apology express empathy for the audience that was offended or distraught by the situation. Be considerate and cautious of the tone displayed in the statement. Be sensitive and aware through every word used in the statement.

The “why-because-and" Framework 

Jahan Kalantar, a defense attorney in Sydney, Australia, hosted a Ted Talk on how to deliver an authentic apology. Although, his talk didn’t involve public relations or crisis management, the three steps are applicable to any industry and personal encounters.

Kalantar suggests a simple “why-because-and" framework when apologizing.  

1. Say why you’re sorry 

2. Explain the because behind your remorse 

3. Finish with an and  

Kalantar’s apology method identifies what went wrong, acknowledges fault and then points towards a solution. He states that an apology should “communicate vulnerability and gratitude,” and I believe companies would benefit by keeping Kalantar’s framework in mind when a crisis arises.  

In the end, not every apology will be accepted, but it’s our goal as PR practitioners and individuals to communicate effectively.

Thanks for reading and let me know, what do you personally consider when apologizing?