Public apology template
An apology that works says clearly who you are apologising to and why, sets no conditions and commits to concrete change.
Template
We got [incident] wrong. We apologise to [those affected] for the [harm / disruption] we caused.
What happened: [short, factual, no excuses]
What we have done: [fix, compensation]
What will change: [concrete process change, date]
This is our responsibility. We will answer every question at [contact].
[Name, title]Phrases that ruin it
- "We're sorry if anyone was offended"
- "Everyone makes mistakes"
- A defence starting with "but" straight after the apology
General information, not legal advice. In real cases we work alongside lawyers who specialise in digital rights.
Frequently asked questions
Written or video?
Written for the permanent record; for big incidents, a short, unscripted-feeling video from the leader builds trust.