Apologizing is one of the important social codes of behaviour. After having made some kind of mistake, an apology can make some damage undone to the harmed person. It acknowledges that the wronged person has every right to feel wronged. On the other hand, it can also relieve the person who has to apologize. Communication specialists tend to agree that offering apologies is a good technique when confronted with a major crisis. Recent examples show that it has become a quite popular strategy: Tiger Woods’ mediatised press conference and the extensive excuses by the CEO of Toyota, Akio Toyoda, have been seen all over the world.
This recent culture of apologizing is part of new communication strategies. Both customers and shareholders have to be satisfied. Public excuses are the perfect opportunity to get past troubles and start again with a clean slate.
The success of apologies could at some point be compromised by its popularity: it could seem to become an easy and theatrical way out. The apology itself does not really change anything, it basically is just communicating that you’re sorry. The most important thing should be a real change in behaviour.
Sources:
De Standaard
www.psychologytoday.com
