The Crisis Communications Mistake That Keeps Happening
In the highly charged arena of crisis communications, few phrases carry more weight than a simple, direct apology during a company crisis. Yet, for many organizations, expressing sincere regret remains one of the most challenging aspects of managing a reputational crisis. The hesitation to say "I’m sorry" often leads to significant brand damage, prolonged media scrutiny and lost public trust.
In today’s hyper-connected world, where information travels globally within seconds, the delay or absence of a well-executed apology can be far more damaging than the original incident itself. This blog explains why many brands struggle to apologize effectively, the consequences of delayed responses and examples of both poor and effective apology strategies.
The High Cost of Delayed Apologies During a Company Crisis
Silence Escalates the Situation
When a company crisis emerges, the clock starts immediately. Social media amplifies incidents instantly. Videos, posts and commentary spread rapidly across digital platforms. Public opinion can harden within hours. In these moments, organizations face a critical decision. They must respond quickly and authentically or allow silence, legal language or defensive statements to shape the narrative.
Historical Case Studies
United Airlines 2017
The incident involving United Airlines quickly became one of the most widely publicized and discussed crises in recent corporate history. A video showing a passenger being forcibly dragged off an overbooked flight spread rapidly across global media channels. The images of the bloodied passenger, combined with the sound of distressed travelers and the apparent indifference from crew members, generated intense outrage worldwide.
United Airlines' initial response was heavily focused on policy and procedures rather than acknowledging the inhumane treatment of the passenger. The company described the event as "re-accommodating customers," a tone-deaf phrase that amplified public anger. The CEO’s internal email praised employees for following protocol and framed the passenger as disruptive, which only intensified backlash across both traditional media and social platforms.
The failure to address the emotional gravity of the situation allowed the crisis to escalate. Headlines, late-night talk shows and social media users relentlessly criticized United for days. The company’s stock value dipped, and its reputation suffered long-term damage. What made the situation worse was not the initial incident alone but United’s inability to demonstrate immediate empathy and accountability.
Had United Airlines issued a swift public statement expressing genuine sorrow for the incident, acknowledging the mistreatment of the passenger, committing to a thorough investigation and outlining immediate steps to prevent such situations, much of the reputational fallout could have been contained. Instead, the delayed and defensive approach served as a textbook example of how not to handle a public relations crisis.
BP Deepwater Horizon 2010
The Deepwater Horizon disaster stands as one of the most severe environmental catastrophes in modern history. An offshore drilling rig operated by BP suffered a massive explosion, resulting in the tragic loss of 11 crew members and the uncontrolled release of millions of barrels of oil into the Gulf of Mexico over a span of 87 days. The environmental damage was widespread, affecting marine life, coastal communities, fishing industries and tourism for years.
As the crisis unfolded, public scrutiny intensified rapidly. The world watched live video feeds of oil gushing from the seafloor, fueling international outrage and environmental activism. Media outlets covered the disaster around the clock, and social media users shared real-time updates and reactions, amplifying the pressure on BP to respond effectively.
In the critical early days following the disaster, BP's CEO Tony Hayward became the face of the company's response. Instead of offering heartfelt condolences or focusing on those directly affected, Hayward famously stated, "I’d like my life back." The dismissive and self-centered tone of that statement was seen as tone-deaf and deeply insensitive to the scale of the tragedy. Rather than demonstrating empathy, the remark triggered further anger and severely damaged both Hayward's personal reputation and BP's global brand image.
Public confidence in BP eroded quickly. The company's lack of immediate emotional connection with victims and communities, combined with shifting blame and technical jargon, left stakeholders feeling unheard and dismissed. In the absence of sincere leadership, criticism grew from environmental groups, government officials and the general public alike.
A swift and effective response would have required BP to prioritize empathy and accountability from the start. An immediate public statement expressing profound sorrow for the lives lost, acknowledging the severity of the environmental devastation and committing to full-scale cleanup efforts and financial restitution could have helped deescalate the widespread backlash. By failing to lead with humanity, BP allowed the crisis to spiral, ultimately paying billions in fines, settlements and long-lasting reputational harm.
The Deepwater Horizon case continues to serve as a powerful example of how critical it is for organizations to adopt a compassionate, transparent and responsible communication strategy in the earliest moments of a crisis.
Volkswagen Emissions Scandal 2015
The Volkswagen emissions scandal, commonly referred to as "Dieselgate," remains one of the most damaging corporate ethics failures in recent history. Investigations revealed that Volkswagen had deliberately installed software in millions of diesel vehicles worldwide designed to cheat emissions tests. The vehicles appeared compliant under laboratory conditions but emitted up to 40 times the legal limit of nitrogen oxides during real-world driving.
When the scandal broke, it sparked immediate global outrage. Consumers, environmental advocates, regulators and governments expressed deep concern over the deliberate deception. Trust in Volkswagen's commitment to environmental sustainability, which had been a cornerstone of its marketing, was severely undermined.
Volkswagen's initial response attempted to downplay the company's involvement by blaming a small group of rogue engineers. This approach failed to satisfy public demands for accountability. By minimizing the scale of corporate responsibility and portraying the fraud as an isolated technical issue, Volkswagen fueled skepticism among regulators, customers and the media.
The lack of full transparency and ownership delayed the company's ability to begin repairing its reputation. Lawsuits, criminal investigations and government sanctions followed quickly across multiple countries, resulting in billions of dollars in fines, legal settlements and recalls. Public confidence in Volkswagen suffered long-term erosion.
A more effective response would have required Volkswagen’s leadership to immediately accept full responsibility for the emissions violations, publicly acknowledge the breach of trust and outline a clear, transparent corrective plan. This should have included cooperation with regulatory authorities, full disclosure of the scope of the misconduct, swift recalls and investment in clean vehicle technologies to demonstrate meaningful corrective action.
The Dieselgate scandal serves as a case study on how delayed accountability and blame-shifting can intensify reputational damage. Volkswagen’s failure to lead with honesty and integrity in its initial response allowed public outrage to build uncontrollably and transformed a corporate scandal into a global symbol of corporate dishonesty.
Equifax Data Breach 2017
The Equifax data breach in 2017 stands as one of the most significant cybersecurity failures in modern history. The personal information of approximately 147 million consumers was exposed, including sensitive data such as Social Security numbers, birth dates, addresses, credit card numbers and driver’s license details. The scale of the breach placed millions at risk for identity theft, financial fraud and long-term personal security threats.
Public reaction was swift and severe. Consumers demanded answers and protection while regulators and government officials launched multiple investigations. The breach raised national and international concerns about data privacy, corporate responsibility and the security of critical financial infrastructure.
Equifax's initial response severely undermined public trust. The company delayed notifying the public for several weeks after discovering the breach. When it finally went public, its statements were confusing and failed to fully communicate the magnitude of the exposure. The company's attempt to direct affected individuals to a separate website for information and credit monitoring created further frustration and technical issues. Many consumers struggled to access accurate information about whether their data had been compromised.
The company’s lack of clarity and transparency, coupled with reports of insider stock sales by Equifax executives after the breach was discovered but before the public was informed, further fueled public outrage. These missteps created the perception that Equifax prioritized its financial interests over its customers' safety and well-being.
A stronger response would have required Equifax to immediately notify the public once the breach was confirmed. The company should have proactively offered free credit monitoring and identity protection services without requiring complicated registration processes. Clear, honest communication about what had happened, how consumers could protect themselves and what the company was doing to resolve the issue would have demonstrated greater accountability and responsibility.
Instead, Equifax's slow and fragmented communication allowed public confidence to erode rapidly. The breach resulted in numerous lawsuits, government fines, congressional hearings and long-term reputational damage. The Equifax data breach remains a stark reminder of how crucial immediate, transparent and consumer-focused crisis communications are when public trust is on the line.
Pepsi Kendall Jenner Ad 2017
In 2017, Pepsi released a commercial featuring Kendall Jenner that quickly became one of the most controversial advertisements in recent years. The ad depicted Jenner leaving a modeling shoot to join a generic protest scene, ultimately offering a can of Pepsi to a police officer as a symbolic gesture of peace. The visual imagery was widely interpreted as trivializing serious social justice movements, particularly Black Lives Matter, by suggesting that complex societal issues could be resolved with a simple beverage exchange.
The public reaction was immediate and intense. Social media users, civil rights activists, celebrities and advocacy groups criticized the ad for its tone-deaf portrayal of real struggles related to police brutality, racial inequality and protest movements. The backlash escalated within hours, and the advertisement quickly became the subject of widespread mockery, memes and harsh media critiques.
Pepsi's initial response compounded the controversy. The company defended the ad as an attempt to promote a message of unity and peace. This defense was perceived as dismissive of the legitimate concerns raised by the public and further fueled the criticism. By failing to acknowledge the ad's insensitivity, Pepsi allowed the conversation to spiral, with critics framing the company as out of touch with the cultural realities it attempted to reference.
A more effective crisis response would have involved an immediate acknowledgment of the misstep. Pepsi could have issued a sincere statement recognizing the valid concerns expressed by viewers, apologizing for the unintended offense and committing to listen and engage in more informed conversations about complex social issues moving forward.
Eventually, after the backlash continued to mount, Pepsi pulled the ad and released a formal apology. However, the delay in issuing that apology meant the company lost valuable time to demonstrate accountability and empathy when it mattered most.
The Pepsi Kendall Jenner ad remains a prominent example of how brands must approach socially sensitive topics with deep awareness, genuine understanding and a commitment to responsible storytelling. In crisis communications, speed, humility and authenticity often make the difference between a recoverable misstep and lasting reputational harm.
Why Leadership Hesitates to Apologize
Legal Concerns Override Empathy
One of the primary reasons many organizations struggle to issue timely apologies is fear of legal liability. Legal teams often advise against making any statement that could be interpreted as an admission of guilt. While protecting the organization from legal exposure is important, it should not come at the expense of demonstrating compassion.
Expressing regret for harm or offense does not necessarily admit legal fault. An apology that recognizes the seriousness of the situation, empathizes with those affected and communicates steps being taken can be carefully crafted to protect the organization and its stakeholders.
Ego and the Illusion of Control
When a company crisis occurs, the leadership teams and their willingness to prioritize public trust over internal defensiveness will be tested. For some executives, admitting mistakes feels like exposing weakness. The desire to control narratives often leads to delayed responses, shifting blame or issuing heavily sanitized statements that lack emotional resonance.
In crisis communications, the only true control lies in how the organization responds.
Perfection Paralysis
Another common pitfall is the pursuit of a perfect response. As teams review, revise and overanalyze draft statements, valuable time is lost. In today’s media cycle, hours of silence can allow misinformation to spread unchecked, hardening negative perceptions.
The goal should not be perfection but speed combined with sincerity. A timely, straightforward message that reflects honesty and accountability often carries far more weight than a perfectly worded but delayed statement.
The Blueprint for an Effective Apology
Key Elements for Successful Crisis Communications
TrizCom PR has developed a consistent framework for successful apologies through years of guiding organizations through complex crises. The most effective statements include these five essential elements.
Acknowledge the incident with clear and direct language
Express empathy by centering the affected parties
Accept responsibility without minimizing or deflecting
Commit to corrective action with transparent steps
Maintain ongoing communication as new information emerges
When applied swiftly, this formula allows organizations to reset public conversations, demonstrate leadership integrity and begin restoring trust.
The Essential Role of Crisis PR Plans
Building the Foundation Before the Crisis Hits
An effective crisis PR plan is not a luxury; it is a necessity for every organization that values its reputation. At its core, a crisis communications plan provides a proactive blueprint that outlines how an organization will respond when facing an unexpected event that threatens its brand, credibility or operations.
A strong crisis PR plan includes clear roles and responsibilities for decision-makers, ensuring there is no confusion when quick action is needed. It establishes internal communication chains to avoid missteps and conflicting messages. The plan defines pre-approved protocols for messaging, spokesperson responsibilities and approval processes, removing unnecessary delays when response time is critical.
Crisis PR plans also anticipate potential vulnerabilities by identifying likely company crisis scenarios specific to the organization’s industry, operations and public presence. With these scenarios in mind, companies can prepare messaging templates, media holding statements and designated response teams trained to act quickly and confidently.
Proactive planning provides leadership teams with confidence during high-pressure situations when emotions often cloud judgment. A well-designed plan empowers companies to respond decisively while maintaining transparency, empathy and consistency across all communications platforms.
Equally important, these plans emphasize real-time media monitoring and social listening so that organizations can identify emerging threats and respond before issues spiral into full-blown crises.
Organizations that invest in developing and regularly updating crisis PR plans are better positioned to manage both short-term incidents and long-term reputational consequences.
Case Study Apologies Managed Well
HydroChemPSC and the Power of Authentic Leadership
In 2019, HydroChemPSC, now HPC Industrial, faced a viral backlash when a former employee was captured on video engaging in offensive, racially charged behavior. Although the individual no longer worked for the company, social media users incorrectly tied the behavior to the organization. Almost immediately, the company faced public outrage, online accusations and a media storm.
With guidance from TrizCom PR, the company acted decisively. CEO Brad Clark recorded a short, unscripted video message using his iPhone. In the video, Clark publicly disassociated the company from the individual’s actions, validated public concerns, expressed empathy to those impacted, emphasized that HydroChemPSC did not condone such behavior in any form and communicated with transparency and sincerity, avoiding corporate jargon.
The response earned positive public reaction across social media platforms. The video received over 143,000 views on Twitter. Thousands of retweets, likes and supportive comments followed. Facebook also saw significant engagement expressing confidence in the company’s handling of the situation.
This case highlights how clear leadership, decisive action and authentic communication can quickly de-escalate reputational threats.
The Crucial Role of Speed
Timing Shapes Outcomes
Every moment that passes without a strong response diminishes an organization’s ability to regain trust.
Organizations that prepare crisis communications protocols in advance place themselves in a significantly stronger position when reputational threats arise. Preparation empowers teams to respond confidently rather than reactively.
Emotional Intelligence in Crisis Leadership
Compassion Drives Connection
Effective crisis response requires leaders to operate from a foundation of emotional intelligence. The Public Relations Society of America explains that leaders should be prepared to respond, communicate and connect using strong emotional intelligence during a company crisis.
By prioritizing the perspectives and emotions of those affected, organizations humanize their brand and foster goodwill even in difficult circumstances.
Building a Crisis-Ready Organization
Proactive Preparation Creates Confidence
At TrizCom PR, we advise every client to view crisis planning not as an optional exercise but as an essential component of reputation management. Crisis readiness includes developing a comprehensive crisis communications plan with decision-making protocols, identifying and training official spokespeople with media coaching, conducting regular social media monitoring to detect emerging threats, establishing relationships with trusted media contacts and creating pre-approved message templates for rapid response.
Organizations that take these steps position themselves to respond with speed, clarity and consistency when public perception matters most.
Empathy as a Strategic Business Asset
Resilience Through Authenticity
Empathy is not simply a public relations tactic. It is a core leadership competency. Companies that authentically prioritize the well-being of their customers, employees and communities are far better equipped to navigate crises successfully.
Expressing regret, acknowledging harm and demonstrating accountability allows stakeholders to see the organization’s values in action. This often fosters greater loyalty and resilience long after the company crisis has passed.
Partnering with TrizCom PR for Crisis Protection
Trusted Guidance Every Step of the Way
The strongest reputations are not built in calm moments. They are forged during periods of adversity. Partnering with an experienced crisis communications team provides businesses with the tools, training and counsel needed to safeguard their brand when reputations hang in the balance.
TrizCom PR specializes in helping organizations prepare for the unforeseen. From comprehensive crisis planning to immediate response activation, we support our partners at every stage before, during and after a crisis event.
To explore how TrizCom PR can help protect your brand, contact us today.
Effective crisis response starts long before your company crisis occurs. Remember, it is not when a crisis will occur; it’s when it will occur. Let us help you be ready.
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About the Author:
Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.
