Tag Archives: Pepsi

The Art of an Apology Tested in the Past Week

sorry_desuIt’s been a week of very public apologies: Pepsi, United Airlines and White House press secretary Sean Spicer.

Without getting into the merits of each crisis communication instance, since we have already worn a path around the water cooler, in general there are some best practices to make an effective apology that will at least take a bit of the sting out of a negative situation.

Immediacy: When something goes wrong and your reputation is at stake, the sooner you apologize, the better. This can be difficult, without knowing all the facts and when dealing with legal issues. But, an immediate apology that expresses remorse, admits responsibility, makes amends and promises that it won’t happen again should still feel real without having completed a full investigation.

Use Social Media: Either through Twitter, Facebook, YouTube — apologize on a platform that your target audiences are following. Read more after the jump…