The Right Way to Make a Public Apology

You’re human, so at some point you will need to apologize for something you have said or done — regardless whether you intended to cause harm. The apology itself is not what will help restore or strengthen trust with your audience; but insincere apologies often deepen harm or escalate a crisis.

We have all witnessed apologies gone wrong when a public figure deflects, goes on the defensive or is insincere. The strongest leaders, however, value humility and accountability. They own when they’ve done wrong, apologize quickly and make amends.

That was not the case recently when former Rep. Eric Swalwell filmed an apology in response to serious allegations with criminal and ethical implications. The politician’s response left the public with more questions than answers, and without a semblance of regret.

To be clear: Spotlight does not represent clients who are facing such serious allegations.

But apologies are something we are all familiar with, and it is important that we offer them the right way. Here are four key ways to make an apology effective:

Lead with Truth and are Communicated Clearly

It is imperative to clearly state what happened and your role in it. Be specific and avoid clouding the apology with platitudes or deflection. For example, in Swalwell’s apology, he said, in part, “I do not suggest to you in any way that I’m perfect or that I’m a saint. I have certainly made mistakes in judgment in my past.” This addition to his apology muddles things and makes it hard for people to understand his intentions. When savvy leaders experience a scandal, sometimes of their own making, they benefit when their messages are clear, factual and focused on the issue at hand.

Take Full Responsibility

Effective leaders face consequences of their actions head-on, exemplifying integrity. Apologies should be unconditional; they do not include “but” or “if” as Swalwell’s apology did when he said, “I also apologize to you if in any way you have doubted your support for me.”

It is disheartening when public figures shift blame or make excuses for wrongdoing. They might also go on the defensive, making things worse. Leaders focused on not only surviving but thriving, understand that regardless of who else might be implicated, it the job of a leader to hold themselves  accountable.

Focus on the Impact

As a leader, you value inclusiveness and empathy and are open to critique. But when there are gaps of understanding, it could unintentionally have a negative impact. The reality is that casual comments or well-meaning suggestions can be interpreted as criticism or reprimands. Apologies must validate the feelings of those who are negatively impacted regardless of intent. This is an opportunity to explore self- and social awareness.

Plan for Repair

Extending an apology is the first step. But your apology will have a greater impact if apologies are followed by repair. Then, communicate how you will do better in the future. Most people not only want an apology, but they want to know you plan for doing better. Once you’ve identified the missteps, make a plan to improve and then communicate that plan.

Whether you’re involved in a controversy or just need guidance, Spotlight PR is here to help you deliver the best messages. Visit our website and schedule a consultation today.

 

 Coshandra Dillard is deputy director-editorial at Spotlight PR LLC. Be sure to check out other blogs for additional PR tips.