Best PR practice: owning responsibility

One fine, very rare day, my CPA dropped the ball. When I pointed out the error, he said, “I am so sorry. The reason this happened is that I’m an idiot.” He then set about bending over backward making it right.

Thirty years and my move to another state later, he is still my CPA. I refer him every chance I get. (Call Shane at Grant Strickland CPAs.)

I’m well aware that anyone can screw up. Hell, it’s entirely possible that even I have done so once or twice. It is the manner in which one takes responsibility that speaks worlds. 

“We deeply regret any offense anyone may have taken …” is no apology. It’s a “we are sooo misjudged.”

“We always strive to blah blah blah … our very best blah blah blah … highest standard of excellence blah blah blah …” is no apology, either. It’s boasting and an attempted defense.

How refreshing — and rare — it is to hear, “We blew it, we’re sorry, no excuses. Here’s what we’re doing to make amends and ensure it never happens again.”

The best PR practice isn’t deflection, obfuscation, or minimization. The best PR practice is owning responsibility.