Mel Gibson - A lesson in apologizing

From time to time, companies or people do things wrong. Sometimes it's by accident, sometimes intentinally. Often their reputation going forward sinks or swims based on how they say 'I'm sorry'.

This is often where managing one's reputation bumps up against lawyers trying to manage liability. Far too often the immediate math of 'what will we lose in court' trumps the loss to reputation and the long-term business challenges that brings.

Most frequently, it's the companies or individuals who fall on their sword and do what's right to make amends who come out on top. The ones that 'apologize' without actually apologizing or issue lawerly statements of regret lose out because those kinds of 'apologies' don't resonate with people.

This is why I cite Mel Gibson's recent apology. If what I read about his behaviour is true, this guy has a lot to be sorry for. But rarely have I read such a complete and utter statement of sorrow and regret. He doesn't try to pin the blame on anyone else, or play the victim. If his statement is any indication, he seems really, really sorry.

Ultimately, only the future will tell how his reputation holds up after this incident. However, if a recent poll I saw is any indication, most people surveyed were merely dissapointed in him. I suspect that given his fullsome appology, those dissapointed fans won't be turning their backs. If people believe you are truly sorry for something, they will almost always give you a second chance.

Its the ones who try to spin or lawyer their way out of a misstep that will more often find themselves trying to polish up a permenantly tarnished reputation.


Gibson's apology

After drinking alcohol on Thursday night, I did a number of things that were very wrong and for which I am ashamed.

I drove a car when I should not have, and was stopped by the LA County Sheriffs. The arresting officer was just doing his job and I feel fortunate that I was apprehended before I caused injury to any other person.

I acted like a person completely out of control when I was arrested, and said things that I do not believe to be true and which are despicable. I am deeply ashamed of everything I said, and I apologize to anyone who I have offended.

Also, I take this opportunity to apologize to the deputies involved for my belligerent behavior. They have always been there for me in my community and indeed probably saved me from myself.

I disgraced myself and my family with my behavior and for that I am truly sorry.

I have battled with the disease of alcoholism for all of my adult life and profoundly regret my horrific relapse. I apologize for any behavior unbecoming of me in my inebriated state and have already taken necessary steps to ensure my return to health.

Technorati tags: communications, PR, apologies, Mel Gibson, lawyers