Public Apologies: The Six Essential Ingredients
When a brand or leader faces a public backlash, how they respond in the first hours often determines whether the issue fades or spirals into a full-blown reputational crisis.
While there’s no playbook that guarantees forgiveness, there are four core ingredients to any apology that will be positively perceived, accepted by the public, and shift focus away from the issue.
1) Be Genuine
A sincere tone is the foundation of any credible apology. Today’s audiences are trained to detect corporate spin. If your message sounds overly polished, defensive, or evasive, it won’t land – no matter how carefully worded.
Brands and executives must remember that an apology is about the people who have been injured, affected, or offended – not about themselves.
In 2023, Rogers Communications faced customer outrage following a nationwide network outage. CEO Tony Staffieri’s video apology was simple and direct—he acknowledged the impact on Canadians’ lives and did not attempt to obscure the company’s responsibility. The tone struck the right balance of humility and urgency, helping to ease stakeholder frustration and preserve brand trust.
2) Avoid “If” Statements
Phrases like “if anyone was offended” or “if it caused concern” deflect responsibility and undermine the purpose of an apology. The passive-aggressive nature of using these kinds of statements neither conveys regret nor sorrow. An “if” apology makes it clear that you’ve made it out of necessity and not out of conviction.
In late 2023, Air Canada faced criticism when a passenger with a disability shared an experience of being left unattended during deplaning—a situation the airline formally acknowledged and apologized for. The company’s President and CEO Michael Rousseau provided a direct, unambiguous apology devoid of qualifiers like “if.” It also includes a commitment to action, positioning it as a strong modern example for corporate leaders.
3) Take Responsibility
Effective apologies do not attempt to share, shift, or dilute responsibility. Internal confusion, rogue employees, or third-party vendors may have played a role – but the public expects leadership to own the outcome.
In 2022, Facebook (Meta) faced backlash after revelations of the platform’s role in amplifying harmful content. CEO Mark Zuckerberg’s response was widely criticized for its overly technical tone and reluctance to accept personal responsibility, reinforcing public skepticism and fueling media scrutiny.
In contrast, when Indigo Books & Music was the victim of a cyberattack in 2023, the company’s leadership immediately accepted responsibility for communication delays, apologized to employees whose data was compromised, and outlined clear next steps.
4) Explain How You’ll Fix It
Words without action are meaningless. A strong apology must include a roadmap – what’s being done now, what’s changing internally, and how stakeholders will be kept informed.
After the 2024 Taylor Swift ticketing debacle, Ticketmaster issued an apology accompanied by a clear list of system upgrades, capacity planning improvements, and customer support protocols. While public frustration persisted, the apology had substance – anchored in corrective measures.
5) Respond with Haste
A late apology is often seen as reactive or forced. In today’s 24/7 media cycle, speed is reputational currency. Silence or delay creates a vacuum—and someone else will fill it.
Aim to respond meaningfully within the first 24 hours of the incident becoming public, even if just to acknowledge the issue and indicate next steps.
When CrowdStrike’s software update in 2024 triggered widespread system failures across airlines, banks, and hospitals, critics noted that CEO George Kurtz delayed issuing a sincere apology. While he acknowledged the issue on social media and in media statements, the formal apology came several hours late, which exacerbated public frustration.
6) Deliver Directly to your Audience
Traditional press releases no longer cut it. The apology must be delivered in the medium your audience uses—video messages, direct social media posts, or livestreamed statements.
Why does this matter? A CEO issuing a video statement on LinkedIn or X (Twitter) is more likely to be seen as authentic and accountable than a quote buried in a corporate boilerplate release.
In 2024, Singapore Airlines CEO Goh Choon Phong posted a video apology following an in-flight incident that resulted in one passenger death and multiple injuries. In the video, he expressed sorrow, acknowledged responsibility, and committed to improving safety measures to prevent future tragedies. The apology was concise and empathetic, and delivered via airline’s official social channels, ensuring direct and unfiltered communication.
In today’s fast-paced media environment, public apologies are no longer just about damage control—they are litmus tests of a leader’s character and a brand’s integrity. When done right, they can mark a turning point and begin the process of rebuilding trust.