An exciting trend is occurring in American business today - that is, recognizing and using the power of apology. A recent article in the National Law Journal described the "I'm
sorry" movement in medicine as an emerging medical malpractice reduction strategy. The increasing number of doctors and healthcare professionals practicing early disclosure of
adverse medical outcomes and medical errors is developing powerful statistical evidence that apology is a dramatic litigation reducer with the parallel reduction of malpractice
claims. So, what makes an effective apology?
Saying "I'm sorry" or "we apologize" is the starting point. To make apology work, there is a pattern and sequence of specific behavior elements upon which a successful apology is
built. These steps are society's minimum requirements for relationship restoration and forgiveness. Follow these eight steps in this order very promptly.
*Step #1 Candor: Outward recognition, through promptly verbalized public acknowledgement (or outright apology), that a problem exists; that people or groups of people, the
environment, or the public trust are affected; and that something will be done to remediate the situation.
*Step #2 Explanation: Promptly and briefly explain why the problem occurred and the known underlying reasons or behaviors that led to the situation (even if we have only partial
early information).
*Step #3 Affirmation: Talk about what you've learned from the situation and how it will influence your future behavior. Unconditionally commit to regularly report additional
information until it is all out or until no public interest remains.
*Step #4 Declaration: A public commitment and discussion of specific, positive steps to be taken to conclusively address the issues and resolve the situation.
*Step #5 Contrition: The continuing verbalization of regret, empathy, sympathy, even embarrassment. Take appropriate responsibility for having allowed the situation to occur in
the first place, whether by omission, commission, accident, or negligence.
*Step #6 Certification: Promptly ask for help and counsel from "victims," government, the community of origin, independent observers, and even from your opponents. Directly
involve and request the participation of those most directly affected to help develop more permanent solutions, more acceptable behaviors, and to design principles and approaches that
will preclude similar problems from re-occurring.
*Step #7 Commitment: Publicly set your goals at zero. Zero errors, zero defects, zero dumb decisions, and zero problems. Publicly promise that to the best of your ability
situations like this will never occur again.
*Step #8 Restitution: Find a way to quickly pay the price. Make or require restitution. Go beyond community and victim expectations, and what would be required under normal
circumstances to remediate the problem.
Adverse situations remediated quickly cost a lot less, are controversial for much shorter periods of time, suffer less litigation, and help the victims come to closure more
quickly.
Contact:
James E. Lukaszewski, ABC, APR, Fellow PRSA, is the president of The Lukaszewski Group. He can be reached at [email protected]. More information is
available at http://www.e911.com.