Oscar Munoz, CEO of United Airlines, is probably a
highly qualified business strategist, but must
have missed an important day of first grade:
The day everyone else learned to say “I’m sorry.”
His first attempt at an apology wasn’t an apology
at all, it was him complaining about the
inconvenience of the situation: I’m sorry for
“having to re-accommodate these customers.
In his second attempt, admittedly an improvement, he
still justified himself by describing the
passenger as “disruptive and belligerent.”
Eventually, probably after asking Professor Google
for help, he came up with a real apology: “We will
take full responsibility and we will work to make
it right.”
The third time may be the charm, but no one felt
‘charmed’ by this failure of an apology.
As a professional communicator, Munoz should have
known that an angered public never accepts
anything less than full admission of guilt, and
that a company like United loses nothing by make
such an admission.
Learn to write convincing web copy through MTTB.
Not only will you become an effective and
compelling online communicator, and not only will
you receive a launching pad into the field of
communication.
You’ll be better at making and keeping friends.
Best,
Kurt Johannessen
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