Many people have tried to create the perfect apology. The problem is that there may not be one.

For years, CEOs have been apologizing badly. Check out this video to see how not to apologize in a crisis situation.

With every crisis there are different needs that arise. Stakeholders may need information, action items, support, prevention methods, etc. Each of those different needs requires a different type of apology. Take for instance, the BP Deepwater Horizon disaster. When the oil rig exploded off of the Gulf of Mexico the immediate worry was the ocean – almost immediately after, people along the Coast began to realize the affect this oil was going to have on their business and their livelihoods. The apology in this situation, would require not only action items, but also information and support.

Now consider the recent crisis Acura experienced. Many people remember Acura’s Super Bowl commercial with Jerry Seinfeld, competing to be the first person to own a new model car. What many people might not know is that the casting call for the Acura car salesperson, according to TMZ.com, read that the commercial needed an actor that was “nice looking, friendly, not too dark.” The Huffington Post stated that “Someone connected to the ad’s casting told TMZ that the skin tone restriction was to avoid problems with lighting and special effects.”

Once this story broke on TMZ, many people were enraged by the language used in the casting call. So what was Acura’s apology?

We apologize to anyone offended by the language on the casting sheet used in the selection of actors for one of our commercials. We sought to cast an African-American in a prominent role in the commercial, and we made our selection based on the fact that he was the most talented actor. The casting sheet was only now brought to our attention. We are taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand.

This apology (which some may consider appropriate; others may not) is drastically different from that of the BP oil spill – as it should be. But as public relations and communications professionals try and navigate the growing intersection between traditional and social media, and request for transparency and consumer involvement, they may find that crafting an apology is more difficult than ever.

No one has all the answers, but here are five things to consider BEFORE your organization issues an apology:

1. What is the real perception issue? Take the time to analyze what the issue is, what audience(s) do you need to be in most constant contact with, what level of involvement does your organization need to have, what are the needs of your audience(s), the degree of seriousness, etc. These will help your team to craft a more targeted and appropriate apology. Better yet, have a plan in place for issues that may arise in your industry before you need one.
2. What method of communication will you use? Will you apologize on social media, through traditional media, perhaps a posting on your corporate newsroom or blog? Will you use a video statement or a print statement? Whichever platform your organization chooses to use, you have to consider your audience – keeping in mind that the more serious an crisis, the more involved the media will want to be. Think about the various factors and the best way to reach the audience with both the biggest need and the most attachment.
3. Consult Legal. With every issue, there may be some legal implications. Thus, before issuing an apology, consult legal to see what you can and cannot say. This will help to prevent a larger issue from developing and will protect your organization down the line.
4. Be human. No matter what the crisis, someone is, can potentially be, or inevitably will be affected. Keeping that in mind when crafting an apology will help to position your organization as “human.” Showing a more human-side, can help an organization maintain their reputation and their audience.
5. Get everyone at the table. In any crisis, make sure you have the right people at the table. Consider all of the different facets of an issue when creating your “War Room.” A good War Room should have, in the least, C-Suite, spokespeople, legal, communications department, and experts (in issue area). Each of these different entities can help an organization craft an apology that is suitable for an audience and meets their needs.

Epic PR Group offers crisis training workshops that can help teams to better prepare for and deal with crisis situations. Want to find out if you are prepared? Take Epic’s PR Heat Index quiz and find out! Receive a detailed breakdown of your scores and resources for moving forward.

If you are interested in learning more email info@epicprgroup.com and mention “Art of an Apology” or visit our website at www.epicprgroup.com