Apologies are a delicate art. Of course, a lot depends on the blowback from the public about what was done or said, and the severity of the crisis.
Some people are naturals with the media; others are horrible. But everyone should have some level of media training before talking to a reporter or going on social media.
PR pros can boost the odds of getting their press releases and other written materials across the plate by asking themselves some straightforward questions beforehand.
Landing a TV placement for your client is just the beginning. There are a number of questions to be answered and issues to address in order to get the best results.