On Wednesday, The Atlantic’s David Frum apologized after accusing The New York Times and other news organizations of faking photos at a Gaza hospital. And then he kept talking. So now we have more stories.
Here are three tips on how to apologize so that your apology doesn’t become the story. Study them, and you may be able to shut down some bad press.
1. Do it. Then hush.
In 2012, Poynter’s Andrew Beaujon wrote “How journalists bungle apologies: They keep talking.”
Here is how you apologize: “I’m sorry.” Maybe “We’re sorry.” If your apology includes the words “if,” “but,” or especially “however” it is not an apology. It’s a justification, which is not the same thing.
I’m adding “also” to the list.
Frum started this on Twitter. Read more