Tomorrow disgraced cyclist and cancer survivor Lance Armstrong will
seek redemption on the “altar of Oprah” participating in a two part “no holds
barred” interview addressing allegations of cheating and illegal drug taking.
The world is buzzing with anticipation. Many will be sceptical, doubting
Armstrong’s sincerity and whether he can truly be contrite after a decade of
vigorous denial and systematic attack on any who dared to sully the Armstrong
name. Will Armstrong apologise? And if so, what kind of apology will he
deliver?
In the world of PR and reputation management, not only is the type of
apology important, so is its timing.
Consider the options (these courtesy of Dr Tammy Lenski):
1.
I am
sorry. I am at fault. The holy grail
of apologies. It is the one that is most difficult to give, and the one that
makes us feel most vulnerable. It is the kind of apology associated with an
action that had tragic or predictable circumstances.
2.
I am
sorry. I regret it. Not to be
confused with the “I am at fault” apology. The regret apology acknowledges the
impact of the deed, even when the impact wasn’t intended. An example of a
regret apologies include: “I am sorry my actions had an impact on you. I didn’t
understand that until now, and I regret that.”
3. I am sorry. I sympathise. This apology
shows compassion, understanding, and sympathy.
“I am sorry to hear of your father’s passing.”
4. I am sorry. But not really. “I am sorry
you feel that way”. This kind of apology
can work against its giver, escalating the situation further. The receiver
knows the apology isn’t real and may feel more aggrieved as a result.
By
the end of the weekend we will know if Armstrong is truly sorry, or only sorry
he got caught. The next time you ask for an apology or someone asks you for one,
consider what kind of apology suits the situation and the people involved and
the message it will send.
Sorry doesn’t have to be the hardest word.
