PRN Exclusive Excerpt: The PR Value of an Apology

(One of the trickier elements of crisis communications involves the apologetic acknowledgement of error. But in crisis communications, as in life, saying "I'm sorry" is

never an easy thing to do. In this exclusive excerpt from his new book "Making News: A Straight Shooting Guide to Media Relations" (published by iUniverse), David Henderson

explores the PR value of a making a public apology in the aftermath of a major crisis. Henderson, formerly an Emmy-winning television journalist and PR industry executive, is a

lecturer at the University of Virginia.)