Media Training Podcast Public apologies, how to say sorry in the media and mean it
May 5, 2024
Delve into the intricacies of public apologies and learn how authenticity can make or break a message. The discussion unpacks the crucial difference between expressing regret and offering a sincere apology, using historical examples like the Deepwater Horizon disaster. Discover effective strategies for navigating crisis communications and avoid the pitfalls that often accompany high-stakes apologies. This conversation provides invaluable insights for anyone looking to master the art of saying sorry in the public eye.
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BP CEO's Failed Apology
- BP's CEO apologised for an oil spill disaster but made the apology about disruption rather than the tragedy.
- His self-focus during the apology led to public backlash and eventual resignation.
Differentiate Regret vs Apology
- Distinguish between expressing regret and issuing an apology depending on fault.
- Use regret if not at fault, but apologize if you are responsible to satisfy audiences.
Avoid Scripted Legal Apologies
- Avoid scripted, legally watered-down apologies filled with conditional language.
- Apologize in person on camera to appear sincere and avoid media criticism.