I've spent my entire professional life as a television network publicity and corporate communications executive at such places as Fox, GSN and Lifetime TV. I get a rush dealing with live broadcasts, tight deadlines and press conferences. I think I enjoy my job so much because I love working with the press. In addition to all that, I enjoy being an industry blogger and a social media expert and leading my own consulting firm in Los Angeles. 
WANTED: PR PROFESSIONALS WHO CAN CRAFT EXCEPTIONAL APOLOGIES FOR MASS CONSUMPTION
CLIENTS: WORLD CLASS GOLFER, FORMER PRESIDENTIAL CANDIDATE, GLOBAL CAR MANUFACTURER, TOP CELEBRITY, AFFORDABLE AIRLINE AND OLYMPIC COMMITTEE
Man, every time we turn around – it seems like some public company or public figure is apologizing. If you are skilled in crafting apologies that can be read well, but don’t have much meaning then you’ve got yourself a highly sought after career. Just look who’s needed an “apologist” of late.
Tiger Woods, Toyota (they need several actually), John Edwards, Southwest Airlines, The International Olympic Committee (after the death of the luger) and Charlie Sheen.
Apologies are all the rage.
Sorry seems to the a hard word to convey through a public apology
When writing apologies, I think one must keep in mind that no matter what when it is recited in public, the apologetic person will never win over everyone. I think we need to keep in mind that no matter how well it is written; nor how true the information – the said apology will be scrutinized by a critical public.
The reason for this post is that many people I talked to today felt Tiger just read a few words and was once again fell in line with his skills as a professional spokesperson. He is experienced in dealing with the media.
In case you haven’t seen it…here it is.
He does appear to be going through something and is showing signs that he’s understanding how much hurt he caused his family. And he did admit that he was a cheater. I do hope that he gets to the bottom of what is missing in his soul and is able to changes through treatment. It’s not fun seeing people in pain.
But, apologies are tricky things to write. And if you are charged with writing one – here’s my tip for the day – try and stay as true and authentic as possible that is as much as the lawyers allow you to do. Words from the heart and spoken without the perception of a teleprompter being present nor read from a script goes so much further to conveying remorse.
Just think about the apologies you had to personally give and/or receive. They meant more when the person looked you in the eye and said they were sorry. That’s how you should write them for the public too.
I apologize I’ve gone on too long in this post and would love to hear your thoughts on Woods’ apology and other such matters. Gotta run because live curling in on. Woot!
Cindy
And You Said…