How do you apologise in a crisis? Sounding as if you mean it is one of the hardest challenges for company spokespeople. But an insincere apology is worse than none at all.
Most spokespeople panic in a crisis. Some are petrified and say nothing until it’s much too late. But most know that speed matters, so they do their best to issue the initial statement quickly.
All too often this means using well-worn phrases which get a green light from the lawyers but fail to show empathy. The language is corporate, legalistic and robotic. No one talks like that in real life, so stakeholders aren’t convinced.
‘Our thoughts and prayers go out to….’. ‘We offer our condolences…’. There aren’t that many ways to express regret. The standard forms have become cliches. They don’t come across as sincere.
Instead, imagine you are speaking to the families and friends of the victims face-to-face. What would you say? How would you describe your personal feelings? How would you show them that their distress really matters to you and that you share it?
It won’t sound corporate. The lawyers might want you to tone it down. But it will sound like a human being speaking and it will sound as if you mean what you say.
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