Summary: The Importance Of An Apology

Clare (2001) has identified several causes of events that many companies are involved in during a crisis: plane, train and bus crash; BSE-infected beef, salmonella; contaminated food or drinks; dangerous drug side effects; disasters at football matches or ferries; financial crashes; mass job losses; and plant closures. Although these are only a few causes of crises, there is a possibility that many potential calamities can be spotted in advance or averted (Clare, 2001). Others are caused because lifestyles change or by the actions of third parties, acting not out of malice, but in their own commercial interests (Clare, 2001, p. 97).
According to Clare (2001), the many causes of crisis share one common element – media attention, either actual

IV. 3. The Importance of an Apology During a Crisis
Many public corporations fail to recognize the importance of an apology during a crisis situation. For example, in 2013 Lululemon Athletica had to recall their signature yoga pants for being see- through, a product flaw that the then CEO, Chip Wilson, blamed on the body types of some customers. During an interview, Wilson went on to say, “Quite frankly, some women’s bodies just actually don’t work for it. It’s really about the rubbing through the thighs, how much pressure is there” (Holpuch, 2013). According to Kador (2009), apology is an attitude as well as
SORRY IS NO LONGER ENOUGH Diaz 13 a practice. It’s the catalyst for restoring broken relationships and a pathway for personal growth (p. 5). Making mistakes is not the key issue (p. 5). Everyone makes mistakes (p. 5). Yet according to Kador (2009), it’s what we do about the mistakes we make that determine whether we move forward or look

Circumstances beyond our control sometimes prevent us from meeting our obligations.
3. Human beings are not perfect, and at times we commit wrongdoings, some of which are honest errors, whereas other actions are guided too much by our self- interests.
4. The fact that human beings are individuals with different sets of priorities fosters conflict among those with competing goals.
Moreover, Benoit’s (2015) theory provides an intrinsic explanation of some of the common reasons crisis occurs. First, he points out that individuals are constantly competing for tangible and intangible goods, which causes conflict for those who believe the resources should be
SORRY IS NO LONGER ENOUGH Diaz 14 allocated differently. Second, he explains how much the lives of each individual is constantly influenced by people, events, and the environment surrounding them. Third, he reminds individuals that no one is perfect and that human error happens. Lastly, Benoit (2015) emphasizes the idea that each individual has his or her own thinking process, which at times causes individuals to become