Sorry seems to be the hardest word

It is not common enough; the Chief Executive of a company apologises, and apologises in a way that seems genuine. Nowadays, how often does this happen in the corporate and political worlds? Aggressive business leaders, and overly-confident politicians appear to be the common currency. So, here it is again, the Uber CEO apology, http://bit.ly/2htTKTP . Aside from the important debate over Uber’s ways of operating, from a crisis communications perspective this is effective. It’s about admitting fault and taking responsibility. These seem to be major hurdles for corporates amid a crisis. Ok, so it’s not clear what exactly the CEO is apologising for, but at least it is a sign of some humility and a good start as Uber unfurls its crisis communication plan.

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