Why Some Brand Apologies Work and Why Some Don’t

When faced with scandals, the power of an apology cannot be understated. This is especially true in the age of social media, where ‘cancel culture’ has become rampant, and public sentiment can quickly turn sour. 

But then again, admitting fault is never an easy task. Companies need clear guidelines to ensure their apologies are effective and well-received. 

In this article, we explore what makes a good apology, what doesn’t and how online reputation repair services help rebuild reputation and customer trust.

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When Is a Public Apology Warranted?

Apologizing is a meaningful gesture that restores trust, repairs relationships and reinforces brand loyalty when done right. However, not every situation requires one. 

Here are five questions to determine if your company needs one:

• Was the offense significant, such as committing a cultural or ethical violation?

• Does the incident involve multiple individuals or parties? If so, a corporate apology may be necessary to address the collective impact and show accountability to all involved.

• Does it go against company values? Consider if the actions contradict the company’s principles, ethics or guidelines.

• Is there a public perception or reputation risk? Consider how the public will receive the incident and the potential impact on the company’s reputation. 

• Has the issue received public attention or criticism? If the error has sparked public scrutiny, an apology is essential to address concerns, acknowledge the impact and work towards rebuilding trust.

If the answer to these questions is YES, a public apology is likely in order. Consider hiring a reputation crisis expert to chart the appropriate crisis response plan.

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How To Craft the Perfect Corporate Apology 

Any good online reputation repair and crisis communication plan should include apologies. Harvard’s ‘who, what, where, when and how’ framework may be used to help you in this regard. 

Let’s examine each component to determine what makes a good apology: 

WHO?

Select a spokesperson with authority and credibility to deliver the company’s apology. For significant offenses, it is best for high-ranking leaders, such as the CEO, to issue a formal apology.

However, if there is a blatant offender, it could be preferable for that person to apologize with the help and support of top management.

Note that employees lacking sufficient authority may inadvertently offend the affected party, potentially suggesting a lack of seriousness towards the violation. When in doubt, request an apology from top management to show accountability and a sincere desire to address the issue.

WHAT?

Clearly articulate what the apology is for and acknowledge the specific actions your company plans to take. These three elements can help you draft the ideal public apology:

1. Show Candor

Use clear, succinct language to communicate your point effectively. Crisis response experts strongly advise against using ambiguous language that might be misunderstood, sounds evasive and shifts responsibility to others.

Here’s exactly what not to do when issuing a corporate apology:

• “I apologize for whatever happened.” – uses vague language and downplays the seriousness of the situation; comes across as dismissive.

• “Mistakes were made.” – employing passive voice evades direct responsibility for the errors committed.

• “Fine, I apologize. I didn’t realize this was such a big deal for you.” – this invalidates the other person’s feelings and lacks a sincere desire to make amends. 

2. Express Remorse

Apologizing is more than admitting fault; it involves acknowledging the gravity of the situation and empathizing with those affected. 

Mark Zuckerberg’s apology over the 2006 News Feed feature backlash is a perfect example of a sincere apology done right. He acknowledged the company’s blunder, using self-critical language such as “bad job,” “errors,” “big mistake” and the magic words “I’m sorry.” 

His words demonstrated remorse and accountability, making the apology even more effective. 

3. Commitment To Change

You’ve admitted fault – what’s next? Note that when apologizing, consistent and tangible actions are necessary to rebuild reputation and customer trust.

One way to repair online reputation is by demonstrating a commitment to do better in the future. Outline specific steps in your crisis communication plan, such as setting timelines for implementing changes and identifying actionable measures for making amends. 

Another valuable reputation crisis tip is to keep stakeholders informed about your progress. Sharing updates instills confidence and demonstrates your active efforts in addressing the issue. 

WHEN?

Timing is key when saying sorry. Remember that a late apology may be perceived as a sign of capitulation rather than contrition. That said, online reputation repair teams must proactively address the issue before it escalates further. 

However, having accurate and reliable information before taking action is equally important. This will help your team respond effectively and avoid spreading misinformation. 

WHERE? 

Another step to repair online reputation is choosing the right platform for your apology. Consider where most stakeholders are present, such as company websites, social media, review sites and industry-specific forums.

HOW?

A public apology’s efficacy is significantly influenced by how it is presented. Steer clear of company jargon and generalizations that might come across as disingenuous. 

Instead, opt for relatable language that communicates your brand’s intentions.

This strategy promotes trust, understanding and a higher chance of public acceptance and redemption.

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Dos and Don’ts When Drafting a Business Apology on Social Media

Now that you know the basic formula for crafting a public apology amid a reputation crisis, let’s go into the do’s and don’ts of delivering an apology on social media.

THE DOS

1. Take a Proactive Approach

Preventing a brand crisis before it happens is the best way to stop it from happening in the first place. Use different platforms to practice social listening and stay informed about conversations relevant to your brand. This allows you to assess the appropriateness of commenting on social or political movements and participating in popular trends.

2.  Be Transparent

Acknowledge that you may not have all the answers, but make it clear that your brand is aware of the issues and actively working to resolve them. 

Share one actionable step your team is taking and assure your audience that further updates will be provided as more information becomes available.

Here’s an example of a public statement meeting all these criteria:

“While we cannot disclose all the details due to our ongoing investigation, we are actively engaged in XYZ to address the current situation. We appreciate your patience as we work diligently to rectify the matter with the utmost care and consideration. More information will be shared as it becomes available.”

3. Put In the Work

You’ve issued the statements; now it’s time to put your words into action. Here’s what you can do at this stage: 

• Develop an Action Plan: Create a detailed plan outlining specific steps and initiatives to prevent a recurrence.

• Assign Responsibility: Clearly define roles within your organization to ensure accountability for implementing the action plan.

• Allocate Resources: Allocate necessary financial, human or technological resources to implement the action plan.

• Monitor and Evaluate: Regularly assess the progress and impact of your actions, then make adjustments as needed.

• Communicate Progress: Keep stakeholders informed about the progress of your initiatives. Transparently share updates and milestones to reinforce trust and commitment to change.

Remember, rebuilding trust and repairing a damaged reputation takes time, patience and commitment. For the best results, always have a crisis communication plan or hire online reputation repair companies to do the heavy lifting.

THE DON’TS

1. Issue a Non-Apology Apology

A non-apology apology, also known as a backhanded or fauxpology, is a statement that may appear to be an apology but lacks genuine remorse or accountability. 

Rather than taking responsibility, it deflects blame onto others and minimizes the significance of the offense. These types of apologies fail to acknowledge the harm caused and can be seen as insincere and dismissive.

Some examples of non-apologies include:

• “I’m sorry if anyone was offended.”
• “I’m sorry you feel that way.” 
• “Mistakes were made, but…”
• “I apologize if my words were misunderstood.”

2. Gaslight or Invalidate the Aggrieved

Invalidating the feelings of those affected can be counterproductive. Instead, always approach the situation with empathy and understanding. 

Provide support in any way possible to help minimize the long-term effects. This may include financial aid, resources and other means of assistance.

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Why Having a Crisis Response Team Can Make a Difference

Having a dedicated crisis response team can be invaluable in a reputation crisis. Here’s what partnering with the best online reputation repair agency can do for your business:

1. Rapid Response: A crisis response expert is trained to act quickly and decisively when faced with a crisis. They assess the situation, gather relevant information and develop a coordinated crisis response plan. 

2. Expertise and Experience: Crisis response teams consist of individuals with diverse expertise, including public relations, legal, communications and crisis management. They can anticipate potential challenges and possess the skills to navigate complex and sensitive situations.

3. Crisis Communication: Guided by a well-prepared crisis communication plan, teams can effectively coordinate their actions, ensure consistent messaging on all platforms and promptly respond to issues. 

4. Stakeholder Management: Crisis response teams are adept at managing relationships with stakeholders, including customers, employees, partners and the public. They can assess the impact of the crisis on different groups and develop tailored strategies to address their concerns.

5. Post-Crisis Evaluation and Learning: Once the crisis subsides, crisis response experts conduct a thorough evaluation to identify areas for improvement. This feedback is invaluable for refining a future crisis response plan.

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Craft the Perfect Apology and Repair Online Reputation With Rize

In conclusion, a dedicated online reputation repair team is invaluable for issuing an effective apology. They provide expertise, coordination and swift action to navigate challenging situations effectively.

Rize, one of the best online reputation repair companies, helps brands maintain and restore their image online. Some of our online reputation repair services include:

• Online Reputation Repair: We tackle negative reviews, damaging content and online crises head-on to restore your brand’s reputation.

• Reputation Management Tool: Our advanced tool captures and analyzes positive and negative customer experiences. This provides valuable insights to improve your brand’s image and make informed decisions.

• Dedicated Review Response Team: We ensure customers feel heard and valued, so we aim to respond to reviews within 24-48 hours, including weekends and holidays!

• Cross-Platform Review Monitoring: Experts vigilantly monitor online reviews across multiple platforms, keeping you updated on customer sentiments and feedback related to your brand. 

Choose Rize’s online reputation repair services today to uphold an impeccable image online. Book a demo to learn why we’re the best online reputation repair company to work with.