When NOT to Apologize
Whether or not to apologize is not always an easy choice for organizations facing a reputational crisis. It might seem like the fast and most direct way out of a trouble, but it’s also evolved into a crutch of sorts or, as Vox once called it, “a safety blanket for brands mindful of damage control.”
The reality is that an apology won’t always be appropriate or necessary.
Over-apologizing or apologizing for minor issues can make a CEO and the brand appear weak and defensive. Here are some scenarios when saying “we apologize” might not be the right call.
When No One Would’ve Otherwise Noticed
Would stakeholders even know about the issue if you didn’t offer a robust public apology? Just because your brand might be getting significant engagement on social media about a matter doesn’t mean it embodies the beliefs of your key stakeholders. Voices on social media tend to be the most extreme, so consider other sources and data before concluding that your
community is clamoring for an apology. Ask yourself, “Has the issue gained traction, or is it likely to blow over in 48 hours?” According to the American Marketing Association, “the trick is to determine whether the error is egregious enough for a proactive apology or if the act of addressing the mistake does more harm than good.”
When an Offense Is Perceived, Not Real
Because social media provides every consumer with a bullhorn to criticize or congratulate, many brands are quick to fall on their sword to tamp down any negative noise rather than
to stand on principle and rely on their ample reputation capital. While perception is often reality, a controversy in 2024 might very well be based on mis or disinformation.
If this is the case, rather than a mea culpa, take the time to educate stakeholders on the facts of the situation and set the record straight. This might be best addressed with distributing FAQs to those managers who are most likely to get questions, while a proactive communication might be the right move if a misunderstanding in more widespread.
When Not Enough Time Has Passed
While speed should be the default mode of the crisis communicator, too quick of a response might come off as knee-jerk and insincere. Allowing a little bit of time to pass (how much depends on the nuances of each situation) is likely to be interpreted as the brand thoughtfully weighing the situation and deciding on the best way to respond.
Even though template language should be ready to go in a written crisis response plan, that doesn’t mean it should be issued or posted on social media as quickly as it can be customized for the specific set of circumstances. It risks being perceived as merely going through the motions without enough serious consideration. Too many apologies from one brand are akin to the boy who cried wolf, making it unclear whether the apology is meaningful or not.
When It’s a Half Apology
This starts with “we’re sorry” and includes a “but” before transitioning to another message altogether. It’s an attempt to have it both ways, expressing contrition while, at the same time, attaching caveats (e.g., the circumstances were out of the brand’s control, this doesn’t usually
happen, or someone else was partially to blame). If the word but is used in a statement intended to make amends, it typically renders everything that comes before, including the actual
apology, inconsequential in the eyes of the reader. In such a case, why apologize at all?
To learn more, please contact tjw@essexstrategies.com
