The Study of Apology in Public Relation Crisis Management: how to Achieve the Mitigated Outcomes by Deploying Effective Apologies

Abstract

Public Relations and crisis management, asnewly risen and rapidly growing domains, now serves as vital knowledge used to build healthy and robust two-way communication between customers and brands/organizations. Many methods are examined and tested to regulate organizational reputation and hold together customers’ trust and satisfaction as an unpredicted crisis that could damage positive brand image occurs. Recent studies reveal that to manage the crisis effectively, there are several strategies deemed effective; one example is the successful delivery of an apology. Two case studies: the 2022 Sesame PlaceRacialDiscrimination Case and the 2019 NetEase’s Justice Online 4.28 event, will be integrated as support for the study. This study explores in what tone, contents and timing an apology would be seen as practical and generates a brief model of strategies leading to an effective apology that could be applied in the post-crisis period. Strategies like denial, avoidance, and giving excuses that have led to negative results will also be put into a detailed discussion. By analyzing two case studies, a model with three steps that might be generally applicable is drawn in three steps 1. Immediate apology for the harm caused with investigation promised 2. Form a specialized PR team to build one-on-one connections and 3. Establish or enhance private negotiation in reaching agreements.