Comments on: Apologies are Apologies for Common-Sense PR Practices

By: When Not to Say Sorry : Social Media Mafia

When Not to Say Sorry : Social Media Mafia — Mon, 30 Jun 2008 15:00:49 +0000

[...] 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 “getting [...]

By: Eric

Eric — Fri, 30 Mar 2007 20:20:33 +0000

Peter,

Like you suggest, I have observed situations where an apology could have turned dogs into puppies, but the apology was never given, and the dogs stayed dogs.

In other situations, however, apologies have only made rabid pitbulls more rabid. The apology was a small biscuit that only made the pitbulls more hungry.

To these pitbulls, the ones who would pounce for any reason on anything, I say if you must, give ‘em an apologia, defend yourself and your actions. Don’t feed ‘em an apology, the consequences can be just as bad or worse than remaining silent.

By: Peter

Peter — Fri, 23 Mar 2007 14:38:11 +0000

Eric,
Glad you like the site. Thank you.
One needs to consider each case but apologizing for ignorance should not be dismissed outright. It is disarming (and that can have a magical appeal).
Yes, the dogs are gonna pounce but depending on the infraction they will do so anyway. So one needs to weigh the benefits of exposing our weaknesses. The consequences of remaining silent can sometimes alienate (and lose) many more admirers/customers than effectively appealing to people at a human level.
Eating ‘perfectly’ prepared humble pie can sometimes turn dogs into puppies. Or, if they are relentless in their pursuit, expose them as rabid pitbulls.

By: Eric

Eric — Wed, 21 Mar 2007 15:18:27 +0000

Peter, I understand your reasoning if the situation is an interpersonal one. However, from a public relations standpoint, do you really want your client to apologize for his or her own ignorance? You claim ignorance man, the dogs are gonna pounce.

Pete’s got a Web site, http://www.perfectapology.com. Check it out. Good stuff.

By: Peter

Peter — Mon, 19 Mar 2007 19:05:05 +0000

You make a valid point in saying that it is hard to apologize when one cannot justify their actions. However one can apologize for their own ignorance in engaging in certain activities and provide a list of concrete steps that are being taken to prevent it from happening again.

And if that apology is carefully crafted it can demonstrate sincerity… and sincerity seems to be your No.1 reason for an effective apology. The ’spin doctors’ are failing if they can’t find the perfect apology for any given situation. Work harder people and figure it out!

By: Erika

Erika — Wed, 21 Feb 2007 18:13:07 +0000

I wrote about apologies too this week! It turns out that you and I are not the only people that believe apologies are not the best way to handle a crisis. Check my site out- there is a link to a study done that proves your point.