20 ways to say you’re sorry—and when to use them

It seems that apologies are in the headlines every day.

With so many clogging readers’ newsfeeds, these mea culpas are being scrutinized more than ever.

For reasons both internal (legal) and external (public biases against big companies), apologies are one of the hardest things PR pros must communicate. There is no instance where are the words you use are more important than when your company has (or is perceived to have) something to apologize for.

How a company crafts an apology can make or break their reputation.

[Free Download: Keep your cool in a crisis with these 13 tips.]

Here is a compiled this list of 20 starting points for you to have as you navigate any apology:

What to Say	When it’s helpful
We apologize. We’re sorry. We deeply regret…	When the facts are plain —and damning: A full apology must be made when there is no denying you’ve done wrong, and you will be making it right.
We agree that this is an important issue.	When you acknowledge the issue, but you see your role in the issue differently : You must restate the issue at hand and communicate that it’s important to you as well. If you don’t validate that you’re in touch with public perception, you will never make up ground.
We understand why customers are upset. We see why this issue matters to customers. Customers rightly expect us to…	When you accept that people have concerns, but have a different take on the issue : A slightly different take on the option above, avoiding the issue but acknowledging people’s concerns is a good way to validate an audience’s perspective without admitting fault.
Our collective goal must always be… We can all agree… We all care about…	When you want to move forward: When paving the way forward, showing that your actions are rooted in the same values as an audience (as long as it’s credible in the given the situation) can be a good starting point.
Consumers have a right to know… We’re committed to answering your questions about … Open and honest communication with our customers is critical …	When you want to engage with your customers: Often, one of the biggest problems when a customer has been wronged is that they don’t feel in control. If you aren’t ready to comment directly on the issue, acknowledging you’re open to engaging with an audience is a non-defensive way to approach an initial statement.
We have a responsibility to … We take our commitment to this seriously… You can be confident we’re doing our part to …	When you want to acknowledge some role or responsibility and set the record straight: This isn’t accepting blame, it’s simply positioning yourself as a responsible partner.
You have told us these issues are important and we agree. We’ve been listening and hear your concerns.	When you want to acknowledge you’ve heard them: Explain how you’ve heard the backlash and take it seriously; active listening can do much to diffuse a situation.
We still have much to learn about … We’re working hard to investigate what happened…	When you need to acknowledge what you still don’t know: This enhances perceptions of transparency and buys you benefit of the doubt for a short time.

Of course, each situation is unique. So is the degree to which you’re actually culpable, the actions you’ve taken in the past that show you’re committed to the right things, and the steps you’re taking to fixing a situation.

Getting the words right is an essential first step that can prevent undue attention in a crisis.

Michael Maslansky is CEO of maslansky + partners and is the creator of “Dynamic Response” a platform that enables corporations to quickly access data about what type of messaging has been historically effective in situations.

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