Welcome to episode #006 of The Crisis Intelligence Podcast, with Melissa Agnes and Patrice Cloutier
A true apology is a very powerful thing. Especially in a crisis. It can literally mean the difference between surviving the crisis with your reputation and bottom line intact, and millions of dollars in loss of annual revenue (or your equivalent). Paula Deen and MMA are two excellent examples of the risks of not properly apologizing.
So what makes a good apology and how can your spokespersons be prepared in advance? What about the push-back you may get from your legal council and how can you help them see the powerful benefits of a sincere apology?
In this episode, Patrice Cloutier and I discuss the art of the apology. Furthermore, we examine:
- What it means to apologize in a crisis.
- How to get executives to understand the value of a real apology in a crisis.
- How to choose your crisis spokesperson.
- Examples of organizations that have done this right and succeeded, as well as others who have done it wrong and failed miserably.
It’s a worthwhile listen. We hope you enjoy it!
Running time: 47:03
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Thanks to Patrice for the great discussion!
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.
Great chat guys.
You discussed that the apology should be believable, transparent, etc.
More than anything the apology has to be honest above all other things. Saying sorry just to appease or settle an issue can actually be worse than not saying it all.
Hi Tim, yes I agree. We spoke of MMA and Paula Deen, I think these are a great examples of two apologies that were not sincere or honest, and which therefore failed miserably.
Toronto's Mayor Rob Ford is a perfect example…..
The importance of an appropriate 1st response after the outbreak of a crisis cannot be stressed enough. This is something the podcast addressed very nicely. When you compare the UnitedAirlines and AirAsia 1st responses to their respective crises you can clearly see the difference #ArtoftheApology
Glad you enjoyed the listen and appreciate the feedback, Rahul!