Wrong Story Short: The Wrong Way to Apologize in Crisis

On this episode of “Wrong Story Short,” Braithwaite’s Steve Wanczyk and Joe McIntyre discuss the wrong way to apologize during a crisis, when it makes sense not to apologize, and when it’s time to stop apologizing.

Steve heads up Braithwaite’s crisis communications services and has spent more than a decade solving all sorts of crises for clients across all kinds of industries. If there’s anyone who’s going to help guide a company out of a crisis, it’s Steve.

What’s in this episode:
1:09 – Braithwaite’s crisis philosophy
3:45 – Is it possible to over-apologize?
5:45 – Do you always need to apologize during a crisis?
9:00 – Legal ramifications of a crisis vs. brand reputation