An apology communications plan is something all companies should develop with the hope of not ever having to use it. However, in a digital world where any encounter with a business or online comment from an unhappy customer has the ability to go viral, it’s crucial to have a plan in place in case things go awry.
To draft a solid, effective apology communications plan, there are a few core principles to keep in mind, from demonstrating empathy to avoiding excuses. Below, 15 members of Forbes Communications Council explain some key things comms teams must remember to do when crafting a strategic apology communications plan.
Forbes Communications Council members share tips to help comms teams craft an effective apology communications plan.
Photos courtesy of the individual members.1. Include An Actual Apology
It’s critical that your apology communications plan actually includes an apology, rather than skirting around the conflict or deflecting ownership. Today’s consumers are whip-smart and can see right through shifty non-apologies. Use simple language that communicates what went wrong, how it’s being resolved in the short term, and what steps you’re taking to prevent the mistake from happening again. - Casey Munck, Act-On Software
2. Empathically State Only The Facts
Show empathy! Also, only state the facts and never state anything you haven’t confirmed. You can always go back later with a follow-up. Finally, move quickly and don’t go dark. Make an empathetic, factual statement and build the rest of your plan around this. - Stacey Kovalsky, USPA Global Licensing Inc.
3. Leave Out Extenuating Circumstances
You must apologize completely without adding any qualifiers or mention of extenuating circumstances. So many companies apologize reflexively because they think it will make them look better, then go about explaining all the reasons why they weren’t really culpable. Only apologize when you understand your responsibility and stand by it wholeheartedly, or your audience will see right through. - Kim Coutts, Civilian
4. Change The Narrative
I hate to say this because it doesn’t sit easily with me, but if we can learn anything from how the content-driven world works these days, it is that often the most effective disaster-recovery messaging strategy is to change the narrative. It’s a sad reflection of “256-character attention spans” that, in many cases, this will be your most effective remediation. - Andrew Martin, Asia Online Publishing Group
5. Don’t Let Explanations Turn Into Excuses
Celebrities and brands can get into trouble with apologies when they are one part contrite and one part defensive or angry. It has to be 100% an apology without any “if only...” or “I’m sorry, but…”—those qualifiers make an apology come across sounding more like “sorry, not sorry.” It’s tempting to want to offer reasons why something happened. You just need to be careful they don’t sound like excuses. - Joan P. Hammel, Comcast
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6. Include The Next Steps
Apologizing is just the first step. The messaging also needs to include what steps the company is taking to rectify whatever they’re apologizing for. Particularly for internal comms, that’s an important element of the communication, if the goal is to rebuild trust with employees. - Elizabeth Baskin, Tribe, Inc.
7. Keep Internal Stakeholders In Mind
Make sure that your internal stakeholders are aware of the apology first—and that you apologize to them as well, if need be. Often, your employees may be incredibly angry at the situation that ultimately necessitated the apology in the first place, and it’s important that you craft the plan with them in mind. - Jamie Bell, Workshop | Internal Marketing & Communications Platform
8. Own The Mistake
Don’t make excuses. Too many brands spend most of the statement explaining themselves—but an apology should be focused on those who were hurt or upset, not on the brand. Simply own the mistake, display authentic empathy and compassion and commit to doing better in the future. - Melissa Zehner, Foundation
9. Embrace Losses And Celebrate Wins
For me, in apology communications or disaster recovery messaging, one key point stays true: Embrace your losses and celebrate your wins. In embracing your losses, you must be honest about them. So apologize clearly and crisply without going into too much detail. More is actually less in times like this. - Brad Sivert, Tavant
10. Don’t Forget To Show Empathy
It is astounding that even following a pandemic, so many of us forget to include the simple strategy of showing empathy. That is the foundation that ties us all together. Remember to admit your error and limit the “corporate speak.” Make sure that you close the apology from the perspective of your stakeholders by providing action or a statement related to the next steps you will take following the mishap. - Kris Pugsley, Skyworks Solutions, Inc.
11. Communicate Honestly And Quickly
When crafting a communications plan for an apology, it is important to communicate honestly and quickly with the recipients who have been wronged. Take ownership of the mistake, genuinely apologize and let the audience know what is being done to make it right and ensure that it doesn’t happen again. Communicating these elements in a timely manner helps to begin rebuilding trust with your audience. - Angela Ivey, Insperity
12. Tell The Truth, Own The Issue And Move On
In apologizing, brands, much like people, often omit the most important part: the actual apology. Don’t dance around the issue. Don’t imply you were taken out of context. Don’t pivot, don’t deflect and don’t attack. Your audience is comprised of people, and we’re all very well-versed in spotting the “sorry, not sorry” type of apology. Tell the truth, own the issue and move on. - Pini Yakuel, Optimove
13. Articulate How Your Company Will Right Its Wrongs
When crafting an apology communications plan for your organization, the apology itself is the easy part. To be successful, your plan must articulate how your company will right its wrongs. The words of apology are important, but the actions will set your plan apart. Clients will be watching to see what your organization does differently as a result of the event and what you’ve learned from it. - Camille Weleschuk, ATB Financial
14. Assess Reactions On Social Media
Make sure to assess the social media noise first. It is important to understand the sentiments in the marketplace. When drafting a plan, it is important to be sincere and provide an actionable apology. If there are next steps, mention corrective actions. Share plans, communicate details and answer FAQs internally to ensure consistency across all channels—digital, phone, in-person and print. - Javelyn Ibarra , City Electric Supply
15. Don’t Tap Dance Around Real Concerns
Remember, it’s not about you. It’s about addressing real concerns or criticisms from your audience or apologizing for something you did wrong. So make it about the people who your actions hurt, harmed or offended, and offer what you will do better next time to make sure this doesn’t happen again. Don’t tap dance around the subject either. Be transparent and honest. It goes a long way. - Christina Hager, Ovations Digital
