CVM’s Gretel Going weighs in on Forbes.com with one way that business can weather a crisis that threatens its reputation.
Don’t Belabor An Apology
Crises are more often the result of mistakes than intentionally malicious acts. In either case, a company should own what’s gone wrong, articulate where and how they made the misstep, and share a plan of action. But don’t make the mistake of belaboring the apology. That’s where self-awareness and responsibility transform into guilt, which can make a company appear suspect, even when it isn’t.