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Companies should determine if they are at fault before issuing an apology.

This piece argues that brands should not over-use the word “sorry” because apologising when it is not needed can damage a company’s reputation. Businesses should issue honest explanations to their consumers rather than apologising, according to the co-author of The Apology Impulse, Sean O’Meara.

Though businesses should apologise if they are at fault, they should first analyse any criticism before responding with an apology. Instead of apologising for every business move that may be offensive to some consumers, brands should clarify their position regarding the situation.

Statements like “Thanks for your feedback, we’ll take your points on board, but we stand by our decision”, can pacify resentful consumers. Sometimes organisations should stand their ground and receive criticism without blatantly apologising and making unnecessary promises.

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[3 minute read]

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