It's OK. You are human. You're allowed to make mistakes. But what happens when you need to apologize for those mishaps, and your apology is amplified by the media?
If you emphasize the wrong message or say the wrong words, any apology with the media can quickly escalate into a crisis. But rather than focusing on what not to do, let's focus on how to apologize to the media — the right way.
Every apology must be clear, sincere, authentic and show contrition. You can't mince words. Most importantly, your apology to the media should communicate why this won't happen again.
