Discussions of corporate apologies frequently state or imply that apologies create
legal liabilities for the apologist and, therefore, that corporate attomeys routinely
recommend against apologies. A review of formal ("black letter") and common
law indicates that apologies generally do not constitute evidence of guilt and that,
in fact, they sometimes have positive consequences for the apologist. Persons who
practice (or teach) crisis communication should avoid the mistake of relying on an
over-simplified and inaccurate understanding of the legal issues surrounding corpo
rate apologies.
Adams, M. (2000, September 8). CEOs now love to say "sorry."USA Today, p. 3B.
2.
Belsie, L. (2000, September 13). The rise of the corporate apology . Christian Science Monitor, p. 1.
3.
Benoit, W.L. (1995). Accounts, excuses, and apologies: A theory of image restoration strategiesAlbany: State University of New York Press.
4.
Buckley, J., & Eberts, F.S., III. (1996). All I need to know about crisis control I learned in kindergarten. Corporate Legal Times , 6(55), 2-3.
5.
Buttny, R. (1993). Social accountability in communication . London: Sage.
6.
Cohen, J.R. (1999). Advising clients to apologize. Southern California Law Review, 72, 1009-1069.
7.
Cooper, D.A. (1992). CEO must weigh legal and public relations approaches . Public Relations Journal, 48(1), 39-40.
8.
Cumbow, R.C., & Wrenn, G.J., (1996). Reputation on (the) line: Defamation and the internet, Corporate Legal Times, 6(51), 13-17.
9.
Fitzpatrick, K.R. (1995). Ten guidelines for reducing legal risks in crisis management. Public Relations Quarterly , 40(2), 33-38.
10.
Fitzpatrick, K.R., & Rubin, M.S. (1995). Public relations vs. legal strategies in organizational crisis decisions. Public Relations Review , 21, 21-33.
11.
Frank, J. (2000, October 19). Sorry is no longer the hardest word . Marketing Magazine, pp. 1-6.
12.
Groppi v. Leslie, 404 US 496, 506 n.11 (1972).
13.
Haley, J.O. (1986). Comment: The implications of apology. Law and Society Review, 20, 499-507.
14.
Hobbs, J.D. (1995). Treachery by any other name: A case study of the Toshiba public relations crisis. Management Communication Quarterly, 8, 323-346.
15.
Kotani, M. (1999). A discourse analytic approach to the study of Japanese apology: The "feel-good" apology as a cultural category. In N. Sugimoto (Ed.). Japanese apology across disciplines (pp. 125-154). Commack, NY: Nova Science Publishers.
16.
Latif, E. (2001). Apologetic justice: Evaluating apologies tailored towards legal solutions. Boston University Law Review , 81, 289-320.
17.
Levi, D.L. (1997). The role of apology in mediation. New York University Law Review, 72, 1165-1210.
18.
Ohbuchi, K., Kameda, M., & Agarie, N. (1989). Apology as aggression control: Its role in mediating appraisal of and response to harm. Journal of Personality & Social Psychology, 56, 219-227.
19.
Rehm, P.H., & Beatty, D.R. (1996). The legal consequences of apologizing. Journal of Dispute Resolution, 115-130.
20.
Schmetzer, U., & Chandler, S. (2000, August 27). Ancient custom meets modem PR strategy . Chicago Tribune, section 5.
21.
Shuman, D. (2000). Judicature, 83, 186.
22.
Sugimoto, N. (Ed.). (1999). Japanese apology across disciplines . Commack, NY: Nova Science Publishers.
23.
Tavuchis, N. (1991). Mea culpa: A sociology of apology and reconciliation . Stanford, CA: Stanford University Press.
24.
Tyler, L. (1997). Liability means never being able to say you're sorry: Corporate guilt, legal constraints, and defensiveness in corporate communication. Management Communication Quarterly , 11, 51-73.
25.
Von Kalinowski, J.O., & Leggett, E.L. (1993). Your image is important in court: Power and goodness determine public view of your company. Corporate Legal Times, 3(19), 18.
26.
Wagatsuma, H., & Rosett, A. (1986). The implications of apology: Law and culture in Japan and the United States. Law and Society Review , 20, 461-498.
27.
Wolfe, A. (1990). The corporate apology. Business Horizons, 33(2), 10-14.
