Tip Sheet: The Power of Apology: Shaping Strategies for Saying ‘Sorry’

The most powerful action in reputation recovery and rehabilitation is to apologize. If you want or need forgiveness, you'll need to apologize. Management avoids apologizing by using an amazing array of avoidance strategies. There's self-forgiveness: "It's an industry problem, we're not the only ones," "Let's not blow this out of proportion." There's self-talk: "It's only an isolated incident," "It's never happened before," "Not very many were involved," and "Let's not get ahead of ourselves.

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