BulletProofBlog the blog on crisis communications

From Michael Phelps to Alex Rodriguez to Miguel Tejada, there's been quite a bit of apologizing going on lately.

When you do something wrong it helps to admit the mistake and say you' re sorry. That' s a fundamental principle of crisis communications. But another equally important, though often overlooked, principle is that you cannot apologize your way out of something you behaved your way into. An apology, no matter how sincere, is never, by itself, enough to solve the problem.

There was a time when many organizations and public figures were reluctant to apologize for their mistakes, fearing perhaps that any admission of error might be used against them in court. But in today' s litigious environment, you will probably be sued no matter what you say or don' t say during a crisis. Keeping mum is no longer a useful tactic in a court of law. And it is usually a serious mistake in the Court of Public Opinion.

The most effective messages in a crisis situation must pass a simple three-part test: concern, commitment, and action.

Whether it is specifically an apology or not, your message during a crisis must express concern for those who may have been hurt. Any attempt to minimize the damage or explain away the situation is bound to be counterproductive. You may know, and even be able to prove, that the situation is not nearly as serious or threatening as your critics claim. But that won' t change the mind of anyone who is emotionally involved in the situation.

Crisis messages must also demonstrate a commitment to making things right and backing up that commitment with specific action. The most important strategic communications objective during a crisis is to shift the theme of the story from the disaster to the response, from the problem to the solution. That' s how you begin to move forward again.

And above all, an apology, no matter how timely or sincere, is an empty and potentially counterproductive promise unless it is supported by real action - and, equally important, an ability and willingness to tell the story of that action to the audiences who are most effected.

In a crisis, apologies are a dime a dozen. Effective action is worth its weight in gold.