How to say sorry the right way in a crisis
Communications expert Peter Wilkinson yesterday wrote an opinion piece for Mumbrella on Optus and how it handled a fine from the ACCC for selling products to vulnerable people. That piece included inaccuracies that Wilkinson later corrected in a clarification. Today, Wilkinson reflects on what an effective apology looks and feels like.
It’s worth discussing what makes a good written apology.
We are in difficult times, with an increasingly distrustful public, cynical and clickbait-driven media, and toxic social media.
Peter Wilkinson
Here are, for me, some ‘apology’ rules, and remember, the aim is to become trusted by the target audience:
