Crisis Management By Apology

Apology as Power Intervention: The Case ofNews of the World

“…Benoit recommended that the offender admit fault and assume responsibility immediately for the wrongdoing. Hearit (2006) noted that an effective apology must appear voluntary. Patel and Reinsch, in their study of corporate apology, found that the medium used to communicate the apology and the specific word choice within the apology could influence its effectiveness.…”

“…In their review of components that create an ''apology,' ' Patel and Reinsch (2003) found that ''what constitutes an apology may vary considerably from situation to situation and may, ultimately, be negotiated by the two parties involved' ' (p. 13). Despite the differences, research points to several common criteria or processes that construct an ''apology'' (e.g., Benoit, 1995;Davies, Merrison, & Goddard, 2007;Hearit, 2006;Kampf, 2011;Lazare, 2004;Patel & Reinsch, 2003). An apology involves at least two parties and an event in which one party has ''offended'' the other.…”

“…Apology's outcomes potentially include restoring personal and corporate images or reputations (Benoit, 1995;Goffman, 1971;Lazare, 2004), restoring and maintaining dignity and self-esteem (Lazare, 2004), reestablishing an organization's legitimacy (Hearit, 2006), denying the media a continual story (Hearit, 2006), reducing anger, punishment, and legal action (Lazare, 2004;Patel & Reinsch, 2003), and restoring faith in the social system's hierarchy and values (Davies et al, 2007;Hearit, 2006;Lazare, 2004). In essence, research suggests that apology functions as part of a communication process to shift meaning-''to change the meaning that otherwise might be given to an act, transforming what could be seen as offensive into what can be seen as acceptable'' (Goffman, 1971, p. 109).…”

“…The recurring nature of this commonplace communication act suggests that apology plays an important role rhetorically in meeting our needs and, by extension, in constituting our power structures for fulfilling those needs. Furthermore, Hearit (2006), in his study of crisis management, pointed out that the overall apology process has become more complex. No longer does a single person give a single speech of apology in the corporate or public sphere.…”

“…No longer does a single person give a single speech of apology in the corporate or public sphere. These days apology appears to be part of a complex campaign or dramatic production intended to influence public perceptions of the alleged wrongdoer (Hearit, 2006). Examining apology as part of a complex rhetorical power intervention process can offer insight into the communication patterns of apology that might encourage and discourage relational and, by extension, social change.…”