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What to Consider When Issuing a Public Apology

by Michael Polzella

Sean Spicer, United and Pepsi. What do they all have in common? Apologies. Here’s what businesses should recognize while preparing to issue a statement:

• Timeliness – When is it appropriate to make the statement? Determine if you need to let the dust settle, focus on solving the problem or get your word out ASAP.

• What happened – Address what happened. Vagueness portrays apathy and a lack of knowledge.

• Those affected – Provide updates on all involved and what’s being done for them.

• Why it happened – Was it company policy? A mistake? Set the record straight yourself.

• Apologize – Take responsibility and make it sincere.

– Natalie Ghidotti, Ghidotti Communications

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