Today’s guest post is by Deirdre Breakenridge.

The words “I’m sorry” can be very powerful and carry great meaning.

However, if you don’t have three important elements in your apology, your words may sound hollow.

They might also tarnish your reputation, and, quite possibly, end a valuable relationship.

Just stating, “I apologize” or “I’m sorry” is not enough today.

Being in PR, we are not strangers to negative sentiment and crisis situations, whether it’s miscommunications, rumors, unethical behaviors, natural disasters, and the list goes on.

A part of your role as a strategic counselor is to avert crisis as much as possible, and to also neutralize the negative situation, as quickly as possible.

The responsibilities of the Pre-Crisis Doctor, which I discuss in my book, focus on how to be more proactive with negative communications in the age of social conversations. (more…)