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Sorry Seems to Be the Hardest Word, Even When It's the Right One
In this era of social media and a 24-hour news cycle, each day seems to bring a fresh story of PR missteps, whether it be a brand, organization or high-profile individual. Although you may feel you've read enough about these latest public relations nightmares, one area on which you might want to focus is the importance of an apology.
If your role at your firm includes serving as a communicator, then it is critical that you help your organization develop messages for all types of scenarios. This includes working with your firm to formulate a decent apology if a situation calls for it.
One example of a PR catastrophe that has lingered in the news most of this year is the case brought against actors Lori Loughlin and Felicity Huffman for their roles in the college admissions cheating scheme. From a PR perspective, Loughlin's actions have diverged substantially from her fellow indicted actor Huffman. Their choices provide a lesson in crisis communications — one that illustrates when it's necessary to provide a public apology and the risk of not doing so in a timely fashion.
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