Carlos Arcos, SVP Public Relations at Jaffe published an article in the December 2019 issue of Marketing the Law Firm entitled “Sorry Seems to Be the Hardest Word, Even When It’s the Right One.” In this era of social media and a 24-hour news cycle, each day seems to bring a fresh story of PR missteps, one area on which you might want to focus is the importance of an apology.
When it’s clear you have done something wrong, it’s best to apologize quickly to those affected. Recognize that it is not about just simply saying “I’m sorry” and moving on — a poor apology can be worse than no apology. The apology must include certain six key elements for the public to accept it, and to maintain your firm’s good standing with clients.
To read the full article, click here (subscription required).