What Makes a Good Apology?

Have you ever seen a public apology that leaves you unconvinced?

More times than not, it's because the person apologizing isn't taking
responsibility for what went wrong.

- They speak in vague terms
- They say "I'm sorry IF anyone was hurt" or
- I'm sorry YOU felt that way
- They frame the issue as "a misunderstanding"

Hearing these apologies leaves us more frustrated than we were before.

Why?

Because these are not apologies, but weak attempts at image management.
A GOOD apology:

- Takes ownership without shifting blame
- Acknowledges harm without focusing on the speaker's intent
- Avoids self-protection framed as compassion

We've created powerful turning points for leaders navigating public
fallouts by shaping true and sincere public statements and engaging
stakeholders towards repair.

A good apology is not a PR move, it's a personal one. It says, "I understand the mess I've made, and I'm here to repair it."

The most effective apologies are rarely the ones designed to protect
reputation.

They're the ones that use sincerity to protect something much more
valuable: integrity. And integrity is what allows true repair to begin.

Repair begins where ego ends.

If your first instinct is to defend yourself, pause.

Ask yourself: Am I trying to do right...or just trying to BE right?

If you can't ask yourself that question, the path ahead is going to be
tough indeed.

#Leadership #CrisisCommunications #CrisisComms #PublicRelations