A report on "Inside Edition" on Thursday, April 13 indicated that in the last two weeks there have been three nationwide corporate apologies. A national apology was warranted for each one of the infractions that infuriated the nation.
Crisis manager Karen Kessler told "Inside Edition" that there are four things to make a good corporate apology. These distinct characteristics can also be used in personal apologies. Kessler said the word "apologize" or "apology" should be used. It should be said who the recipient of the apology is, and the reason for the apology should be clearly stated.
There should be a promise not to repeat the offense.
Pepsi's commercial
Pepsi's ad campaign pulled its "Live for Now" commercial within 24 hours after backlash from social media. Pulling the ad was good, but a public apology was necessary. Not only did Pepsi apologize to the nation, but the company also apologized to Kendall Jenner, the model in the ad who handed a police officer a can of Pepsi. Pepsi quickly released an official statement of apology.
The statement made by Pepsi came close to having all the characteristics of a proper apology. The word "apology" was used. In the statement, Pepsi said it was removing the commercial and would not use it again.
Sean Spicer
The White House Press Secretary Sean Spicer made controversial remarks about Adolf Hitler on Tuesday.
He apologized quickly afterward. Of the three nationwide apologies, his came the closest to being perfect. Spicer used the word "apology." He admitted his error. He directed his apology to those he had offended, and he said he would be careful not to do it again.
United Airlines
CEO Oscar Munoz of United Airlines definitely had a lot to apologize for.
He was a little hesitant in coming forward to apologize for the way Dr. David Dao was dragged off the airplane. He appeared on "Good Morning America" two days after the incident. His apology was long and drawn out, but he did include the four parts. Listeners clearly heard the word "apology." He directed his apology to Dr. David Dao and to other passengers of united airlines.
He emphasized that a situation like someone being dragged off a United Airlines flight will never happen again, and he promised to refund all passengers who were on the plane during that particular flight.
According to Kessler, all three did have the format of a proper corporate apology. However, Sean Spicer came the closest to hitting the nail on the head. Pepsi and United Airlines passed, but not with flying colors.
