This is the Worst Way to do a Public Apology

Let’s face it, we all make mistakes. It is a tough pill to swallow, but companies need to realise how important it is to acknowledge their mistake. In some cases, it doesn't even matter if it’s their fault in the first place. What matters is how they address the public.

Recently, a Sunway restaurant found itself in a rather tough situation on social media. After a public post regarding an issue with a former employee, the restaurant had to post their own response. However, their statement was not well-received by the public. 

So, what did they do wrong? (Disclaimer: due to the nature and complexity of the case, we will only address the company's statement)

1.  Not sending a clear message

In a part of the statement, the restaurant said “We would also like to reaffirm that under no circumstances did we utter derogatory words nor stir any form of racial sentiments publicly when addressing the situation.”

This may seem like a harmless statement, but keep in mind that it is responding to heavy criticism by the public over something that occured in private. So when people read and leave their comments, they will not hesitate to nitpick on every part of the statement. 

Whether it’s improper grammar or poor choice of words, companies need to pay attention to the words and semantics if they want to avoid being mocked by the public.

 

2. Not taking the right actions

People want to see change. The restaurant made a terrible of not telling its audience that it is taking steps to handle the issue. There was no mention of internal investigation or assuring the people this situation would never happen again. 

What companies need to do is to convince their readers that at least they would try to improve the conditions at their company. Even if people don’t believe you, it is a good move to tell people that you’re trying to make things better.

They have tried to invite the original poster to talk about the issue, but what they should have done is to conduct an internal audit into workplace practice.

3. Too formal and not ‘human’ enough

The restaurant’s statement gathered dozens of negative comments. But it’s not surprising due to the negative tone used in the statement. A user even called it “an arrogant statement”.

In today’s age, companies need to read the room. Sometimes, a formal tone is needed but in this case it gave the wrong impression. Always emphasise empathy and regret, so that people know that this is not just a faceless corporation making a statement. 

The statement also didn’t have an apology. If you remember the ‘lizard’ incident with Irvins Salted Egg, their apology statement was well received by the public. Why? Because their statement has a human, conversational and humble touch which eases the people’s concern. 

This article highlights the importance of using the right words when addressing the public. Sometimes, unwanted things happen but what matters the most is how you handle the issue in the eyes of the public. 

 

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