In crisis communication, the principle of apologizing first and then taking action emphasizes the importance of immediately acknowledging mistakes and expressing genuine remorse before taking corrective steps. A PR Week article states, “in a crisis situation, companies should try to act like human beings, especially when it comes down to addressing the human needs of their stakeholders. …addressing [stakeholders’] fear, outrage, and concern is fundamental. … Often, a simple ‘we’re sorry’ goes a long way” (“Is it always”).
This approach is critical for rebuilding trust, minimizing reputational damage, and demonstrating true accountability. An authentic and timely apology shows empathy and a willingness to take responsibility, which is often the first step in repairing the relationship between an organization and its consumers. Following the apology, there should be concrete actions, known as rectifying behavior, to prove to the public that the organization is not merely offering empty words but is actively working to rectify the issue and prevent any future occurrences from taking place (Moore, 2024, “Managing issues and crises”).
The Importance of Prioritizing an Apology
This strategy’s importance lies in its ability to humanize organizations. Stakeholders, including customers, employees, and the public, are more likely to forgive an organization that acknowledges its mistakes and provides a roadmap for improvement. A PR Daily article states that an apology, “shows [that organizations] care about their stakeholders… They are taking responsibility. They know what’s important, they’re going to fix it” (Carter, 2023). Failing to apologize or delaying that initial action can make the crisis worse, leading to public outrage, loss of customer loyalty, or even legal repercussions. One source writes, “keep in mind that over the long term, the fact the crisis occurred is far less damaging to a company’s reputation, brand equity, or shareholder value than the perception of how your company responded to the situation” (“Is it always”). An apology without follow-up actions can also backfire, as stakeholders may perceive it as insincere. Therefore, combining both of these steps effectively is the key to restoring confidence and moderating long-term impacts.
Starbucks’ Apology and Meaningful Action
One organization that exemplified this approach is Starbucks during the 2018 racial bias incident at one of its Philadelphia locations. In this incident, two Black men were arrested for trespassing after they sat in a Starbucks store waiting for a friend without making a purchase (Avila et al., 2019). The incident, caught on video, sparked nationwide outrage and calls for boycotts.
Starbucks’ CEO Kevin Johnson issued a prompt, heartfelt apology, stating,
“the video shot by customers is very hard to watch and the actions in it are not representative of our Starbucks mission and values”
(Avila et al., 2019).
Johnson personally met with the two men to apologize and took full responsibility for the situation, emphasizing that Starbucks would do better.
Following their apology, Starbucks implemented meaningful actions. The company closed 8,000 U.S. stores for a day to conduct racial bias training for nearly 175,000 employees (Avila et al., 2019). Additionally, Starbucks revised its store policies, making it clear that anyone could use their spaces, even without a purchase. These efforts showcased the company’s commitment to change and accountability.
Conclusion
In conclusion, it is clear that Starbucks’ ability to blend an apology with decisive action helped them to navigate the crisis effectively. While it faced criticism, the company’s proactive steps reinforced its dedication to inclusivity and served as a blueprint for other organizations. This example highlights the enduring importance of saying “we’re sorry” first and ensuring that actions follow words whenever crises occur.
Key Words/Tags
Crisis Communication, Accountability, Public Relations, Crisis Management
References
- Avila, M., Galoostian, S., Parkin, H. (2019). $16.7 Million To Save One Reputation: How Starbucks Responded Amidst a Racial Sensitivity Crisis. Pepperdine Journal of Communication Research. https://digitalcommons.pepperdine.edu/cgi/viewcontent.cgi?article=1108&context=pjcr
- Carter, A. (2023, October 31). Saying sorry: The risks of apologizing after a statement goes wrong. PR Daily. https://www.prdaily.com/saying-sorry-the-risks-of-apologizing-after-a-statement-goes-wrong/
- Is it always necessary for companies to apologize following a comms crisis? (2012, January 1). PR Week. https://www.prweek.com/article/1280549/always-necessary-companies-apologize-following-comms-crisis
- Moore, J. (Ed.) (2024). Managing issues and crises. Public Relations: Principles, Origins, and Practice. Cognella Academic Publishing. https://canvas.ou.edu/courses/355766/files/112062231?module_item_id=6982831