The non-apology is out.
WHAT A GOOD CORPORATE APOLOGY LOOKS LIKE NOW
Companies face more reputational risk today than they did even five years ago.
One place that shows up clearly is the corporate apology.
The Wordsmithed Apology
Even a few years ago, companies were getting away with statements like, "We're sorry your perception of our actions made you feel this way."
A lot of wordsmithing went into those sentences. The goal was to sound sorry without actually owning the mistake.
That approach is out.
The audience reacting online is made up of a sliver of your customers and loads of people who feel no loyalty to your brand at all. They see right through it.
Case Study: Neutrogena vs. Target
An example that comes top of mind is Neutrogena.
In August, the brand issued a long-overdue statement about Hayden Panettiere, who had said Neutrogena moved to drop her as an ambassador after she spoke publicly about postpartum depression. The brand was silent for way too long. When it finally did speak, days after her death, it said the company "understand[s] that we made her feel unsupported during a very difficult time."
The internet wasn't having it.
Compare that to Target, which faced backlash days later over a children's Halloween costume:
"As a company, we know we got this wrong, and we are deeply sorry. The costume is offensive and should never have been part of our assortment. It is no longer available for sale."
The statement went on to say Target was looking at how it happened and what needed to change so it wouldn't happen again.
Look at the difference in the language.
"We made her feel unsupported" is about someone else's feelings. "We got this wrong" is about the company's actions.
An apology like Target's doesn't make the criticism disappear. But it gives people a lot less to keep talking about.
What Makes a Good Corporate Apology
Here's what I look for when I'm advising a client through one.
Speed and directness. Acknowledge the mistake quickly and in plain English. No hiding behind passive language like "mistakes were made."
Clear remediation. Say what you've already done and what you're doing to make sure it doesn't happen again.
No deflection. Don't blame customers or a third-party vendor, and don't claim the message was "misinterpreted."
A quick test I use: if the statement can't say "we got this wrong" in plain English, it isn't ready.
Own It Early
The companies that minimize the drawn-out reputational impact of a mistake are the ones that are swift to apologize and own it.
The mistake is one story.
A bad apology becomes a second one.
