The Art of Apology: Make it Quick and Direct

This has been the Year of the Apology, from accounting firm PwC in the aftermath of the Academy Award snafu to Wells Fargo, United Airlines, the White House press secretary, and more. Of course everyone makes mistakes—so much so that the art of saying “I’m sorry” is taught in business schools and managed by pricey consultants. But it's important to make an apology that mitigates the original offense rather than compounding it (http://nyti.ms/2oqTO50).
 
Some advice for those who find themselves needing to say mea culpa (Tweet it!):
 

• In this age of social media, apologies must come quickly, says Mortimer Matz, a New York consultant who has guided decades’ worth of clients through crises.

 

• Get it right the first time, Matz adds. “The head of United should never have been allowed to take three swings at correcting and apologizing for an incident that was on more social media than Kim and Kanye’s wedding.”

 

• Plead no-contest followed by a detailed explanation where appropriate. The accounting firm PwC did this after the Oscars’ Best Picture fiasco and held onto its Academy Awards account.

 

• Lose the mumbo-jumbo, says said Katie Sprehe, a senior director at the communications firm APCO Worldwide. Using jargon or euphemisms just doesn’t work.

Whatever you do, you don't want to have to do it over and over, Ken Sunshine, who founded the public-relations firm Sunshine Sachs, says. “My rule? You get one shot.”

What’s the last time you gave or received an apology at work? Do you think it could have been done more skillfully? To join the conversation, click "comments" below.

If you would like to read more about creating a habit around masterful communication, check out our book: Be Quiet, Be Heard: The Paradox of Persuasion

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