The Art of the Corporate Apology Video

By now we are all familiar with the apology video—we can likely even recall apologies that seemed heartfelt and others that completely missed the mark.

There are great examples of how an apology video went well, like Australia’s Qantas airlines apology from a new CEO that included steps forward. It was received well by the press and customers.

And there are bad examples like the Kyte Baby CEO having to issue two apology videos because the first one was very scripted and came off as insincere.

From a crisis communications strategy standpoint there are a few reasons why we have seen an increase in these types of videos:

1. Brands, organizations, and individuals are being more transparent around issues and are willing to acknowledge when they’ve made a mistake.
2. Customers and followers expect a response and likely won’t be satisfied until they receive one. Just recently, Kellogg’s felt the heat intensify in a crisis situation by going radio silent after their CEO said in an interview that individuals and families struggling with rising food costs should eat cereal for dinner. Press coverage and negative social media chatter has only increased with the lack of response.
3. The tactic of recording a video strikes the balance between control and sincerity. There are a lot of different avenues for delivering a message—at one end of the control spectrum is a written statement and the other is a live press conference/media interview. A pre-recorded video sits in the middle of the control spectrum and hits that sweet spot of perceived sincerity. It can be re-recorded if the individual in the video makes a mistake, and it is more personable than a statement.

With these benefits, the apology video has increasingly become a tool of choice in the communicator’s toolbox when a crisis arises. However, not all apology videos are equal. At Padilla, we’ve worked with clients to record video apologies/statements that deliver the right message in the right way to the audiences negatively impacted. Here are some thoughts and observations from our Crisis Communications and Critical Issues team:

• Be sincere. Don’t record a video if you’re not actually sorry, it will dig you into a deeper hole.
• Take ownership. Do not issue a non-apology apology, e.g., “We’re sorry if consumers feel they did not get the service they wanted.” Own up to the mistake and communicate clearly what happened and your plan of action moving forward.
• Bring a solution. Use the platform to explain to stakeholders what you’re doing to fix the problem or how you’re changing your own – or your organization’s – behaviors.
• Don’t read an apology verbatim. Show some true emotion. If you had to personally apologize to a significant other, would you write it down and then read it to them? No, of course not. You would speak from the heart and that’s what you should do in an apology video.
• Keep it brief. Make sure to hit your key points in a short video clip. The message will become buried if you aren’t succinct.
• Look directly at the camera. This establishes a connection with the audience and feels like you’re making eye contact with them. Also ensure the camera is angled properly and the room is well lit.
• Consider your backdrop and attire. Make sure your surroundings and clothing choice match the situation you are apologizing for.
• If it feels “off,” re-record it. Your first take might be your best, as it will not be as rehearsed, but plan to make a few recordings so you can utilize the best option.

If you’re looking for more insights and best practices from media interviews to presentation coaching to recording an apology video, our PadillaPrep coaching program has you covered. Feel free to reach out and I would be happy to discuss.

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