How to apalogize

When dealing with a crisis it important to own up and apologize for what you did wrong. When apologizing it is important to be quick, honest and sincere. (Stein, 2015) When apologizing about something that you did wrong, you want to address the problem head on. Companies must act quickly when apologizing so that they can take control of the situation. Sometimes when a crisis occurs saying sorry isn't enough and you will have to show stakeholders, the media and consumer that the problem has been solved. 

What did Volkswagen do wrong? The company got caught cheating on American air pollution tests. "Volkswagen installed software known as "defeat devices" in the electronic control module of disease vehicles." (Makortoff, 2015) Volkswagen is not only conducting an external investigation, but also an internal one. "The automaker may be facing fines of up to $37,500 per vehicle. The company will be facing a maximum of an 18 million dollar fine." (Makortoff, 2015)  

This past week, Volkswagen CEO, Martin Winterkorn decided to resign after the company's crisis (Stein, 2015) The next day Volkswagen American CEO, Michael Horn apologized again saying, "We screwed up." Despite both of these statements, that damage had already been done. "Recalls went from 500,000 in the US to 11 million worldwide." (Stein, 2015) 
over avoiding US emission regulations."Winterkorn apologized last Sunday for the automaker's use of technology in its diesel cars that enabled them to avoid compliance with US emission regulations."

In the end, it is always best to take ownership for your mistakes and not try to cover up the try. The public will respect you  for making the effort to correct your error. 

Makortoff, K. (2015, September 22). Retrieved September 26, 2015, from http://www.cnbc.com/2015/09/22/what-you-need-to-know-about-the-volkswagen-scandal.html

Stein, L. (2015, September 25). Retrieved September 26, 2015, from http://www.prweek.com/article/1365949/brands-apologize-quick-honest-sincere