The Power of Apology

For many leaders and others in the public eye, sorry often seems to be the hardest word.

That’s too bad, because when it comes to crisis communications, it can be the most important one.

Not only does a sincere apology display humility and candor, it’s also unmatched as a pivot point to shift from the problem and toward the solution.

With that in mind, here are six keys to a credible apology:

Get to the point: In journalism, ‘burying the lead’ is never a good idea. Same goes with apologies. Typically, it’s best to start with an apology rather than working up to it, which can feel like a long-winded rationalization for why you’re really not sorry at all.

Admit when you are wrong: An apology without context leaves out full accountability. Admitting mistakes can buy you back respect, even from harsh critics. The more specific the better. A vague “Mistakes were made” didn’t work out well for George Bush and won’t fly with your audience.

Don’t go overboard: Methinks protesting too much did not play out well in Hamlet, and it can be a red flag in an apology. Apologize clearly, sincerely, and succinctly, but don’t dwell on it to the point that people might question your motives for being so very, very, very, very sorry.

Don’t waffle: It should never be, “We’re sorry, but…”. Instead, it should be “We’re sorry, and…”. This helps make your apology come across unequivocal and allows you to pivot to the steps you are taking to rectify the situation or prevent future missteps.

Vow to change – and back it up: Saying things will change moving forward is a good first step. Explaining in detail how you will change and making it stick are the essential next steps.

Don’t apologize if you don’t mean it: People can sniff out a “sorry, not sorry” moment in a snap. If you’re not sincere about saying sorry, don’t say it at all.