However, if you don’t have three important elements in your apology, your words may sound hollow. They might also tarnish your reputation, and, quite possibly, end a valuable relationship. Just stating, “I apologize” or “I’m sorry” is not enough today.
PR professionals are not strangers to negative sentiment and crisis situations, whether it’s miscommunications, rumors, unethical behaviors, natural disasters, and so on.
A part of the role of strategic counselor is to avert crises as much as possible, and to neutralize negative situations, as quickly as possible.
Yet, when the unexpected strikes and the words “I’m sorry” are in order, there are three parts of the apology to understand, before those very words are spoken.
The tone and intent.