Yes, it is too late now to say sorry
Phoebe Netto explains how despite using the word ‘sorry’, public figures still haven’t figured out the art of an apology – despite it being something a four-year-old can understand.
While I never thought I’d be quoting Justin Bieber, ‘Sorry’ seems to be the theme of a handful of public figures and prominent businesses of late.
Greg Hunt, Senator Pauline Hanson, Facebook, the banks: only some of these apologies have been well said or well timed, and it remains to be seen if any have been genuine.
There is an opposing viewpoint that PR professionals should consider. Never say sorry. Saying sorry makes it seem like you’ve done something wrong.
As soon as you say sorry, you’ve lost. Ergo, don’t say sorry.
Can you give an example where the ‘not saying sorry’ approach has worked? Sure it probably works all the time on small issues that go under the radar, what about big ones?
‘Saying sorry makes it seem like you’ve done something wrong.’
If you’re even in the position where you need to contemplate it then yes, you have done something wrong.
And if you know the first thing about PR, you know that when you’ve done something wrong, you own up to it.
Unless of course you’re a dodgy spin doctor who can convince their clients that the long term brand damage won’t happen (but it will).
See: The Liberal/National coalition, Labor Party
If customers and stakeholders are not expecting an apology – because they do not feel affected by the issue and it is of no impact to them if they know, then you probably don’t need to give one. For example, if the organisation has discovered an area for improvement – they should just make the improvement and get on with it. Make sure stakeholders are treated well by the business, but don’t open the business up for scrutiny that might come with an unexpected apology.
But if a business or public figure is responsible for a bad outcome or failing to deliver on its duty, or stakeholders are negatively impacted by them, then without reservation they should act quickly and apologise.
Give people some credit.
People can tell when someone is wrong whether or not they admit it.
Ever had your boss stuff up and not admit it? Did it escape your notice they stuffed up? Of Course not.
Ever catch your parents out as a kid doing the wrong thing and they tried to hide it? Wasn’t too successful was it.
Make a mistake and apologise = respectable. Make a mistake and pretend you didn’t = harder to trust.