An apology can be a crucial opportunity to spark positive change and build trust.
That’s especially true for bosses and leaders, who sometimes have to make public statements acknowledging missteps or give internal apologies to their employees. Take Air India CEO Campbell Wilson, for example. In a June 12 video, shortly after an airplane crash that killed over 260 people, Wilson delivered remarks that drew hundreds of comments.
Some called for his resignation, while others thanked Wilson for his effort. And some viewers noticed identical language in a public apology from American Airlines CEO Robert Isom, who released a statement after a fatal crash on January 29.
How bosses should apologize
Wilson’s statement had several elements of an effective apology. He expressed “deep sorrow” about the crash, stated his intention to focus on passengers’ loved ones and shared a helpline for them to use. He also said that the company was working closely with law enforcement and investigators on emergency response efforts, and to find out the cause of the accident.
“When a leader apologizes, they need to take full responsibility by showing they understand what went wrong, and also that they have a clear path forward to fix what happened and ensure it doesn’t happen again,” communication consultant and keynote speaker Lorraine K. Lee tells CNBC Make It.
Whether you’re the CEO of a major airline addressing a tragedy or a middle manager apologizing for something more minor, “timing is everything,” adds Lee, who teaches public speaking courses at Stanford.
“If you wait too long to respond, you will look like you don’t care or aren’t being proactive. If you speak too quickly without a plan in place, you can misspeak or lose some credibility,” she says. “The best approach is to acknowledge the situation early and let people know you’re aware and taking it seriously — and then follow up soon after with a thoughtful response and a plan of action.”
It’s also important for other leaders, like managers and senior staff, to stay visible and address any issues in a timely way. If you caused a problem at work, get in front of it early and take full ownership instead of being holed up in your office until things blow over or glossing over the situation, says Lee.
What bosses should avoid
When making an apology, a lack of genuine empathy won’t fly, Lee warns, whether you’re a CEO or a recently promoted manager with two direct reports.
“Of course it’s important to rehearse and be clear on what you’re going to say — but it’s just as important to let your human side come through,” she says. “The best apologies are when you sound human and show genuine emotion without making it about yourself. Vulnerability is completely okay to show.”
If it’s clear that you’re reading from a teleprompter or document, if you have a dull, emotionless expression and cadence or if it’s obvious you had no actual input in the statement you’re giving, people may think you’re disingenuous, eroding trust and potentially harming company culture and morale. The same goes for using passive language or not taking ownership of what went wrong.
For major CEOs, this can be difficult. Many of them don’t write their own public apologies, according to Karthik Srinivasan, a communications strategy consultant. “I know this for sure because I have spent 20+ years in the communications space, a decade of which was in corporate communications where my job was to write such speeches for CEOs and leaders,” he wrote in a June 16 blog post.
Ultimately, no matter what company a boss or CEO works for, “people want to hear from the leader, not the brand,” she says. “When you combine that with a plan, you look like a leader who can be trusted, who cares, and who knows what they’re doing.”
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