Non-apology apology
What is a non-apology apology, when should you use it, and how can a non-apology apology work for you? This article will go through the definition of a non-apology apology and when you should make use of it.
A non-apology apology is basically making a statement so that it seems like you're apologizing, but you're not admitting any kind of guilt. Probably the best politician ever at making the non-apology apology was Bill Clinton. All of us remember his apologies during the Monica Lewinsky scandal. Clinton apologized for hurting his wife, for hurting his family, and for offending people. But did he ever admit that he had actually done something wrong or anything illegal? Not on your life. If Clinton had admitted guilt while making an apology, then chances are he wouldn't have made it all the way through that second term.
A good way to make a non-apology apology is to just apologize for offending someone. Or you can start a non-apology apology with the words "if I was wrong" or "if I hurt someone" or "if I appeared to do wrong" or something along those lines.
The benefit of a non-apology apology is that it makes you look like you're really sorry for doing something wrong. This wins you points in the eyes of the public and in the light of the news media. Apologies of this sort are a great way to make you look repentant and like you really are going to change your course. Celebrities are great at this non-apology apology, and they have to be. They offend a lot of people, and they make a lot of mistakes, especially when drunk. The non-apology apology is a great way to save face without becoming too embarrassed.
Another great thing about the non-apology apology is that it avoids getting yourself into any potential legal trouble. Say that some scandal has arisen in your corporation or company. You can't admit guilt, because that could set you up for prosecution. But you can make a non-apology apology and save your corporate image. So a non-apology apology is a great move for publicity and for public relations.
The non-apology apology is also another good tool for navigating sensitive issues. Maybe you're in a position where one group wants an apology because they feel offended. But if you give an out-right apology, you're admitting guilt, and you could be offending or betraying another group. You need everyone's support, and you need the first, offended group to move on. So you can please both parties (hopefully) by issuing a non-apology apology.
The great thing about the non-apology apology is that it's very useful in terms of public relations. It makes it seem as if you're being totally unambiguous. You're sorry. But the trick is that you're actually being completely ambiguous. Nothing is admitted. No guilt is accepted. So then if in the future the person who received the non-apology apology gets mad at you for not acting like you're guilty, you can simply put the blame on them. They're the one who misinterpreted your statement. You never admitted guilt, you were just sorry that people felt bad about the situation. This is a totally honest emotion that you're admitting; you're just not going too far. A non-apology apology means that you are in no way constrained to act in a certain way or to admit to particular acts. The non-apology apology is one of the key tools to successfully managing a crisis and controlling your corporate image.
For more tips on crisis communications and corporate image, follow these links to find some great resources.
Crisis and the News Conference
http://www.publicrelationsideas.com/bad_news_make_the_news_conference_work_for_you_in_000087.html
Dark Pages
http://www.publicrelationsideas.com/ever_heard_of_the_dark_pages_000031.html
Crisis Management Tips
http://101publicrelations.com/damagesgoodname.html?s=prideas&c=damages_good_name
Making People Believe You
http://www.publicrelationsideas.com/making_people_believe_your_side_of_the_story_000030.html
Crisis and Your Website
http://www.publicrelationsideas.com/your_website_is_safer_than_a_news_release_1_000029.html
The Online Crisis
http://www.publicrelationsideas.com/how_to_deal_with_people_who_post_complaints_about_1_000028.html
How to Get Free Publicity
http://101publicrelations.com/sr3.html
How to Get Free Publicity for Your Products
http://101publicrelations.com/sr3.html
How to Design a Media Kit
http://101publicrelations.com/mediakits.html
How to Build a Celebrity Image
http://101publicrelations.com/sr11.html
Publicity for Schools, Colleges, and Universities
http://101publicrelations.com/sr15.html
