Showing compassion without apologizing
Apologies are powerful crisis management tools, but more and more often we’re seeing reputation-
threatening situations that do not call for the ones taking flak to actually say “I’m sorry”. The most common situations are when organizations or individuals stand falsely accused, but other factors such as legal and liability considerations can come into play as well.
At the same time, you always want to express compassion in your crisis communications, whether it’s for those directly affected or the impact on your stakeholders, so what can you safely say?
Try these on for size:
- We regret
“We deeply regret the concern this has caused…” - We understand
“As fellow _______, we understand the powerful emotions…” - We feel
“We feel for those affected…”
You may not always be able to apologize, but that doesn’t mean you can’t show you care. Find ways to express compassion and watch your audience become far more receptive to any crisis messaging you deliver.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com
Comments 2
I was involved in a very high profile crisis where the lawyers did not want the client to apologize, mainly because all of the facts were not yet known. After some back and forth, I convinced the client to take “moral responsibility” for the situation and pledge to do everything possible to make it right. The lawyers were adamant that he not take “legal” responsibility.
When we ask lawyers whether we can apologize, we often get a quick no because it suggests culpability. A better question for the lawyers is, “How do we apologize without admitting culpability.” And, as you mentioned, showing compassion or empathy is essential.
Excellent point Ken, knowing how to work with legal counsel to get a message that works while avoiding culpability is a huge plus in these types of situations.