APOLOGIZE WITHOUT CAVEATS OR EXPLANATIONS
Do not underestimate the power of a sincere apology — even if the transgression occurred decades ago . Lucasfilm , for example , first came under fire in 1999 after creating Jar Binks , a character many viewers believed to embody racist stereotypes . George Lucas has persistently denied any racist intent over the years , and he has refused to apologize for creating such a controversial character . With Jar Binks back in the news recently , due to questions about the character ’ s appearing in an upcoming “ Star Wars ” TV project , Lucas has another opportunity to offer a sincere apology once and for all .
Genuine contrition does not require caveats or explanations , and remorse should not be triggered by a change in the news cycle . It accepts responsibility and focuses the blame on the brand rather than the offended individuals . Take some time to ponder on why an apology would be necessary , even if you don ' t instantly understand or agree with the charges levelled against your organisation .
IF YOU CHOOSE TO PUBLICLY EXPRESS REGRET , RECOGNIZE YOUR LACK OF UNDERSTANDING AND DESCRIBE HOW YOU INTEND TO EDUCATE YOURSELF . AS YOU LEARN , ADAPT , AND IMPLEMENT ADJUSTMENTS , MAKE FOLLOW-UP STATEMENTS .