We live in an era which a few retweets on 'T' or shares on 'FB' can do a story ,the worldwide news of the day.
Customer complaints,consumer deception,Negligence, Serious accidents,default with or without losses. Always an apology is a Must, regardless who is responsible for the issue.But unfortunately most of the times organizations create confusion around an apology. 1.Most of the time organizations prefer to change the public perception rather than to apologize for an issue. 2.Others listen to the legal advisors which supports that the apology is accepting Responsibility. Initially they think that is better to hide(No 1 and 2) something,over time they realize that they made the worst choice,to stay quiet. Depending the case and the known information, do an initial declaration. 3.It is much better for an organization to send first the true story to the media. This give to the organization the option to lead the story,under your control. Otherwise expect an outbrake. 4.For the end we left another mistake which could be involved in any of the above cases.Organizations under presure make a hasty statement.Later they withdraw it for a new one. Simply assume what perception the public forms for the organization. This following questions helps your organization to address such issues. a.Why should we take decision which contains illegal acts? b.Whom you think you must(have to)satisfy in a crisis? c.Do you have a comprehensive Responsibility program,as an organization?A crisis and communication plan? d.What perception the public forming for an organization which does not make an apology statement? e.What perception the public forming for an organization which change the original statement with a new declaration? Good luck.
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