When you make a mistake, you apologize.
We learn this as children, and often re-learn this as professional communicators. Apologies are especially important during times of crisis or disasters to allay public fears and retain customer and shareholder confidence.
Timothy Coombs has suggested that social media can be used to monitor impending crises. But social media can also be effective for clients to build a relationship with the public during a crisis. Blogs can be particularly effective in conveying rapid updates and at the same time providing a forum for feedback and questions.
Other tools can include RSS for stakeholders that need constant updates, podcasts, and even videos.
On Feb. 14, 2007, a Jet Blue plane was stranded on an airstrip for nine hours due to a snow storm. Nine other planes were delayed the same day, and for four days following normal service still had not resumed.
In addition to offering compensation for similar events in the future, Jet Blue CEO David Neeleman issued a public apology that was listed on YouTube. He outlined strategies the company planned to avoid repeat incidents, and asked the public for their business and support.
The Jet Blue incident is frequently lauded as an effective way for a corporation to personally reach out and deal with the public during a crisis through social media. Apologies can be especially effective in maintaining positive relationships with the public, and even mitigate damages.
Many communicators suggest that an apology is the first step in any crisis. Eric M. Wagner points out that it is important for apologies to be sincere, and come before a company gets “caught.”
But there are times why sorry simply isn’t appropriate. In many jurisdictions an apology amounts to an admission of guilt, opening up doors to legal liability.
This issue was recently discussed in Canada, where various jurisdictions have different rules regarding apologies.
Richard Levick, President of Levick Strategic Communications has said,
When it comes to managing crises, attorneys should be on the bus, not driving the bus.
While this may be true, it is still important to check with legal counsel about the laws in your area before jumping on the bandwagon and issuing apologies using social media.
And preferably this advice should arrive before the crisis does.
