On Valentine's Day 2007, a JetBlue aircraft remained frozen on the runway. This was caused by a few bad decisions along with a snow storm. The airline's CEO Dave Neelam sincerely apologized via YouTube and also made it clear what he would do so that this never happens again. It was a real apology from the heart without a script.
This event started the popularity of video apologies. In some cases, however, such action had no effect and was far from the positive response created by the JetBlue deed. The reason is that the insincerity of people who appologize can be felt. They just read the script, but would probably prefer to do something else entirely at that moment.
An apology can create a positive reactions if it meets the following four conditions:
- The leaders of organizations actually have a reason to apologize for something.
- Most senior person in the hierarchy really feels the need to apologize.
- The apology is from the heart, not from a script written by someone else.
- Apology is presented in several communication channels.
Apologetic video is a good start. Do not forget social media (it is usually not enough just to send a single tweet), traditional press releases, and websites - not only business, but also private.
If you really want to apologize, it makes no sense to go only halfway. Use all available means of communication, and do it in style.
-th-