Defending Good Science

June, 2004

The Power of "I'm Sorry."

When was the last time you ever saw a company truly and genuinely say, “I’m sorry?”

It’s a fair question.  What does a company do when they have genuinely screwed up?  As a risk communicator, I often deal with companies that have, in some way, ‘screwed up.’  The fact is – everyone screws up, on occasion.  But very few companies are willing to admit it.

The best and most classic example of a corporate apology is the infamous Tylenol scandal.  In the 1980’s, when someone was tampering with Tylenol packages, the company made a very clear statement, saying “We’re sorry.  We hate that this happened, and we will pull all of our packages off the shelves.”  It cost them millions of dollars – but today, Tylenol owns the lion’s share of the household pain relief market, having earned a tremendous amount of consumer trust and loyalty with their forthrightness.

But with that example in hand – how often have you seen companies say, “I’m sorry?”

There are two probable reasons why companies hate to apologize.  The first is simple -- more often than not, they don’t believe they did anything wrong.  While that’s understandable, it doesn’t really cut it in the eyes of the public.  It’s pretty hard to defend improper accounting practices, deceit or a faulty product.  And as anyone owning shares in Nortel Networks can attest, it’s indefensible to not apologize for improper accounting practices when they occur twice.

The second reason is even simpler – the companies are scared to admit guilt.  Liability lawyers would have kittens at the thought of their clients apologizing to the public in the face of unsettled lawsuits or allegations. 

Liability lawyers would do well to read an article in a recent issue of the Wall Street Journal.  According to the article, lawyers are discovering that when their ‘guilty’ clients make a genuine, heartfelt apology to those they wronged, malpractice awards are substantially reduced.  (I can’t link to the article since the online edition of the Journal requires a subscription.)

While this may not come as a shock to most of you, it serves as evidence of one of my standard mantras – Facts are irrelevant.  Perceptions are reality.  If you’ve screwed up, it doesn’t matter why.  People want empathy.  In fact, they need empathy.  Heck - if you haven’t screwed up but they think you did, they still need empathy.

There are four factors people weigh when determining whether someone is trustworthy.  Honesty is about 20% of the total equation.  Dedication and commitment to the issue is another 15%.  The facts and statistics are only another 15%.  But empathy – knowing someone is genuinely concerned about the issue at hand – is a whopping 50%. 

Half of what people want when they decide whether or not to trust someone is genuine, emotional concern - or empathy. So why run and hide behind the facts?

Follow up note…

Had the opportunity to watch “The Day After Tomorrow” (see last month's issue) the first night it came out.  Reasoned intellectual debate it is definitely not.  It’s best summarized by Steven Hayward in the Houston Chronicle – “The Day After Tomorrow is to serious environmental thinking about climate change what Hogan's Heroes was to serious representation of World War II prison camp experiences.”

Checkmate Link of the Month

Your chance to participate in an important environmental debate! 

OK - debate may not be the proper term, but David Letterman is asking for submissions to create a "Top Ten Dumb Guy Ways To Prevent Global Warming." 

Send me your submissions - I'll reveal the Top Ten list next month.

And in the meantime, please check out the brand new "Defending Good Science" blog.  It's a rather light-hearted look at the issues of the day, as they happen.  There's a section under every posts for comments - please take advantage of it.

Talk To Us!

Bad things can happen to good companies.
When it happens, the smart companies call Checkmate Public Affairs.

We love to hear from our readers.  Please call, email, or write us a letter…  It’s what keeps us sharp.  Not many people get the opportunity to interact with interesting people every day, so we like to remember that and take advantage of it.

Are you curious about us?  Checkmate Public Affairs specializes in ‘Defending Good Science.’  We manage issues.  And we deliver results, because we love what we do, and are fanatic believers in mind-blowing customer service.

Checkmate is dedicated to assisting corporations with science-based risk & crisis communications and issues management.   We are a small firm with a niche practice – which means we aren’t loaded with the overhead and complicated structures of many big agencies.

Do you have any questions?  Are you feeling uncomfortable about a situation? Are you on the wrong end of an attack?  Call us!   We’re friendly, easy to talk to, and are blessed with a natural sense of curiosity.  The call is free, and we’d love to take you through some basic issues management with a free, 100% confidential, initial consultation. 

Jeff Chatterton, President
Checkmate Public Affairs

Phone (519) 342-0025
Tollfree (877) 284-7952
Fax (519) 342-1221

Sign up for the "Defending Good Science" newsletter by clicking here.