As a crisis PR expert, I’m well aware that public relations professionals are often labeled as “apologists.” I don’t mind this characterization because, in today’s world of high-stakes crises, crafting the perfect apology is an essential skill for any crisis manager.
Apologizing is tough—it’s humbling, frustrating, and often necessary in emotionally charged situations. However, trust me when I say that we live in a forgiving society. People are eager to forgive when offered a sincere and well-constructed apology.
For celebrities, apologies can significantly impact their public image, career prospects, and financial earnings. A reputation is arguably the most valuable asset any individual can possess, and a well-delivered apology is pivotal to preserving that.
For example, Kevin Hart’s mismanaged apology cost him the role of the Oscars’ host – dream job for most celebrities.
Don’t let emotions dictate your response. Instead, connect with your rational side and assemble a team to guide you through it. Surround yourself with people who can provide perspective. My advice is always: “Do it once, and do it well.”
Here’s what we’ve learned from years of managing high-profile crisis PR clients:
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Understand That an Apology Doesn’t Equate to Complete Guilt
An apology doesn’t mean you’re 100% in the wrong. You might not even be 50% responsible. However, you need to accept that an apology mean you’re ready to move to the next step.
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Commit to Moving Forward
A good apology expresses your commitment to moving through and beyond the reputational quicksand you’re currently sinking in.
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Take Full Responsibility
Own up to the situation entirely — perhaps even more than necessary.
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Avoid Any Hint of Equivocation
Don’t hedge or beat around the bush. Look at Paula Deen and Lance Armstrong to see how that strategy backfired for them.
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Say the Words, “I’m Sorry”
These two simple words are among the most powerful in the English language.
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Address Everyone Offended and Include Your Fans
Apologize to each affected person or community. Your fans should always be included. You don’t decide what’s offensive — others do. And with social media, they have the platforms to voice their displeasure.
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Be Sincere
As Conrad Birdie famously sang, “You Gotta Be Sincere.” People have a keen nose for insincerity. Maybe get dressed and sit up straight while delivering your apology.
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Promise It Won’t Happen Again and Mean It
Such mistakes are too painful, costly, and time-consuming to repeat.
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Consider Making Amends
Whether it’s a PSA, a visit to an affected organization, or a donation, think about how you can rectify the damage. Tracy Morgan set the standard after using a gay slur in a comedy club — he listened, apologized, and his issue was resolved. If you want to go the extra mile, thank those who brought your mistake to light for giving you a “teachable moment.”
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Remember Oprah’s Words on Public Humiliation:
Oprah once said that the worst thing that can happen to a person is public humiliation. The second worst is failing to move past it.
In the fast-paced world of celebrity, a misstep can feel like a career-ending stumble. But remember, it’s not the fall that defines you — it’s how you pick yourself up. So, when it’s time to apologize, own it, mean it, and move on. And, as the old showbiz saying goes, “Always leave ’em wanting more,” but in this case, leave ’em wanting more of your best self.