The Use of an Apology
The Use of an Apology

Author(s): Tomáš Ondráček
Subject(s): Business Economy / Management, Communication studies
Published by: Masarykova univerzita nakladatelství
Keywords: apology; speech act theory; argumentation; image management; crisis management;
Summary/Abstract: The paper is focused on the topic of apologies in a business context. In a culture of social media and fast spreading information, an adequate public reaction on crises in a firm is necessary and, in some cases, even vital for firms. One of such a reaction is an apology, which can calm the situation, provide some reassurance to stakeholders and prevent a possible escalation of conflicts and further cost risks. The general question of this paper is what apologies contain and how are crafted in a business context. Assumptions about the nature of apologies and its usage are made from speech act theory and theories of argumentation as well as from management theories, especially image, and crises management theory. These assumptions are compared with analyses of selected real examples of apologies made by organizations in last decade. The thesis is that the speech act theory gives a good account what any apology should contain, argumentation theory presents what tools are going to be used in an apology and management theories presents other goals which can be attached to an apology in a business context.

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