The Apology Impulse

Buchzusammenfassung

Sir Cary Cooper is a professor of Organizational Psychology and Health at the Manchester Business School. He is president of the Chartered Institute of Personnel and Development as well as the Institute of Welfare.

News stories about corporate misconduct have become routine, often amplified by media seeking to provoke outrage. Viral news thrives on portraying customers as victims of corporate wrongdoing, pressuring companies into public apologies—even when unwarranted. This cycle, termed outrage capitalism, has extended to tactics like "dark PR" and influencer-driven brand defamation. Companies must resist impulsive reactions, carefully discerning valid complaints from baseless accusations. While operational failures, like KFC’s chicken shortage, are easily resolved, cultural failures—where brands fail to align actions with their social commitments—are far more damaging. Genuine accountability, as demonstrated by JetBlue’s “customer bill of rights,” builds trust, while superficial gestures, such as Topshop’s insincere donation, erode credibility. Apologies must prioritize those harmed, avoiding self-centered narratives like BP’s during the 2010 oil spill. Strategic responses, like Protein World’s refusal to apologize for a controversial ad, can even strengthen a brand. However, over-apologizing, as seen with American Airlines, risks diluting sincerity. Companies must balance responsiveness with authenticity, ensuring their apologies are meaningful and reflective of true accountability.

Um den Rest des Buches zu lesen, können Sie Bitely herunterladen