THE ISSUE WITH ORGANIZATIONAL

APOLOGIES
By Avery Varnes
At some point, all companies and organizations will have to issue
an apology for their actions or words. Its just a part of the business
world; mistakes happen to everyone, regardless of how careful they
may be. However, many of these organizations suffer from not fully
comprehending the magnitude of apologies and the positive outcome a
well-crafted apology can create.
A good apology can get a company back on track after a fall from
grace; a great apology can bolster a company back to its original
standing. Companies need clear guidelines for determining whether a
misstep merits an apology and, when it does, how to deliver the
message. This article will provide a practical guide on how to create
and implement an effective apology.

The Apology Dilemma

Apologies can be dangerous things. They make us feel
uncomfortable and vulnerable, drawing unwanted attention to our
mistakes. Apologies often signal a loss of respect, and in turn, a loss of
power. This also applies to organizations and companies. However, the
legal repercussions are much more prevalent to a large organization
and apologies are often breeding grounds for lawsuits.
Companies need to stop thinking this way. Most apologies are
low cost and many create opportunities for substantial value. They can
help defuse a tense situation, and fears of litigation are often
unfounded. As troublesome as apologies are, they are necessary to
keeping customers, shareholders, and employees content in the event
of a crisis.

The Seven Steps of an Effective Apology

Besides being sincere, a good apology has seven important steps
to effectively make an impact.
Step 1: Recognizing the Situation

Oftentimes a negative situation is perceived but does not truly

exist. An organization must determine whether or not a violation or
situation has actually occurred. But heres the tricky part. This needs to
be done quickly and perceptions of responsibility matter. If the
situation is a false alarm, an organization must address this and
reassure the public of the situation.
If a situation is indeed occurring, swift and intelligent action to
remedy the problem must be implemented as soon as possible to avoid
further damage. There are other issues that must be addressed before
a statement or apology is issued. How bad was the violation/situation?
How will the public reaction to this issue? However, the most important
question that an organization might face is whenever or not a company
is willing to commit to change? Once these questions are answered, an
apology strategy can be implemented. From here, a company can start
looking at the situation and those affected by it.
Step 2: Address the Who
Choosing the right representative to apologize is very important.
Depending on the severity of the situation and who was effected by it,
a CEO or another senior representative might be required to make the
apology. Deciding who should receive the apology is often
straightforward, although companies can slip up here too. Addressing
all affected parties is a must. Missing a particular group in an apology
can often cause more damage than not issuing an apology in the first
place.
Step 3: What has Happened?
This is the substance of the apology. The words you say and the
actions you take are key to delivering an effective apology. Its
important to keep three goals in mind: candour, remorse, and a
commitment to change. The best apologies show candour and
remorse. They leave no room for equivocation or misinterpretation,
and they make absolutely clear that the organization acknowledges
both the harm that was caused and its own responsibility. Transparency
is also important. Letting the public know of the situation is key to
regaining trust.
Step 4: Where is your Apology?
Where an organization issues their apology can change which
audience receives the apology and how they receive it. While written
statements excel at reaching a broad audience, they do not convey
emotion as well as a live statement by an actual person. A live

statement, with or without an audience, increases the perceived

importance of the apology. Sometimes public apologies come off as
publicity stunts. Social media has changed the calculus for choosing
where to make an apology, since now a companys written statement
can be shared and retweeted, reaching many more people than would
typically see an address on the evening news.
Step 5: When to Apologize
A good apology arrives quickly. Speed signals sincerity and
dispels the idea that executives feel uncertainty or ambiguity about
their responsibility. The desire to be cautious is reasonable, but we
believe that its better to offer a quick placeholder apology than to
be silent. While speedy apologies are preferable, the window of
opportunity for apologizing never completely closes, and for many
victims a belated apology is better than none at all.
Step 6: How to Apologize
The way an apology is delivered can matter just as much as the
content of the apology. Informal language and personal communication
can help. This choice of communication can relay humanity and coax
public forgiveness more easily. Written statements have the benefit of
being broadcast quickly, but it is often easier to strike the right tone
through speech. A leader can rely on nonverbal cues to convey
emotion, humility, and empathy. For example, remorse can be shown
through facial expressions, and a commitment to change reinforced
through vigorous gestures.
Step 7: Preparing to Apologize
As a general rule, the more central to the mission of the
company the violation is and the more people it affects, the more
important it is that the apology be pitch-perfect. For core violations,
the what has to show a tremendous commitment to change, the
who has to be senior leaders, the when has to be fast, the where
has to be high profile, and the how must be deeply sincere and
demonstrate empathy. Its imperative to give forethought to the kinds
of events that will create the need for an organizational apology and
how it will be executed. We recommend role-playing and apology
rehearsals. Making these investments is not strictly about damage
control: A well-executed apology can improve relationships with
customers, employees, and the public, leaving the company better
positioned than it was before the error. Thats an outcome to which
every leader should aspire.