Business and community organisations can learn a lot by using the word ’sorry’ when explaining their mistakes to the news media
The media only represent the public. They are the conduit through to the public and that public really admire organisations that can ’sorry’ when they have to.
In my country, Australia, we had a gigantic example of this in February 2008 when then new Rudd government formally apologised to our aborigines for the way whites had treated them in the past. The words were simple, yet powerful - “For the pain, suffering and hurt of these stolen generations, their descendants, we say sorry. To the mothers and the fathers, the brothers and the sisters, for the breaking up of families, we say sorry. And for the indignity and degradation thus inflicted on a proud people, we say sorry.”