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My more than passing interest in public apologies was piqued by a recent posting on John Wagner’s site.  John talked about some comments made by incoming Home Depot CEO Frank Blake.  His public apology about his company’s performance is the latest in a growing list from politicians, sports stars, celebrities and business executives for their bad behavior, inappropriate comments or their company’s poor performance.    

Public figures may not have a choice -- especially now that every individual with a phone or video camera can capture every private moment and post them online for the world to see without permission. With new media’s more personal, informal tone, apologies are becoming an indispensable part of anyone’s message points.

For the record, there is nothing wrong with apologies.  We all make mistakes that warrant the words, “I am sorry.”   I am talking about public apologies made in a crisis – when the court of public opinion demands some kind of contrition.  In Puritan days, “sinners” would endure public scorn by sitting in the stocks.  Today we apologize and seek rehab. 

When actions or words merit a public apology, they have to have weight and meaning.  Actions must match the words.  The apologist must take full responsibility starting with the word “I.”  They must come from the heart, not a team of lawyers and PR folks like me.  "Mistakes were made" doesn't sound like much of an apology

So in the spirit of fostering heartfelt apologies, I am suggesting the following rating system to separate sincere apologies from the bogus ones.  So here goes:

   
   Red heart – heart felt apology accompanied by meaningful
   change in action beyond what was expected

  
   Clear heart – the apology is sincere, with no game changing
   action beyond what was expected

 

  
   Broken heart – meaningless apology mailed in by a PR
   department or publicist where bad actions continue

Here are a few examples to test out the rating system.

  Home Depot CEO Frank Blake

  JetBlue CEO Dan Neeleman on the travel debacle over Valentines Day -- He
  apologized personally and instituted extensive measures to correct the
  situation and do right by his customers.  Now do it.

  Senator John Kerry -- A b

  
  Mel Gibson -- Perhaps an easy target, but he didn’t help his case as he has
  demonstrated a pattern of shameful behavior and insensitive remarks. 
  Substance abuse is a terrible demon to fight, but his actions don’t back 
                   up his apology.  

Thoughts?  Comments?  Do you have any good examples?

I realize we all live in glass houses.  Mistakes will be made. So as a preemptive move, I want to apologize in advance if I unintentionally offend someone.  I hope you know I didn’t mean it.

Let me get back to you.

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