Sorry. The hardest Word?

Benrik Pitch 16th February 2009

It is a small but powerful word, and it seems that saying sorry - or not - is firmly on the news agenda.

David Cameron continues to ask Gordon Brown to apologise for his role in the economic collapse every Wednesday at PMQs. Even The Economist has written in detail on the implications of Gordon saying the 'S' word in public.

Four senior bankers sat in front of a select committee last week and apologised for the collapse of the UK's banking sector. Although, they did not seem to believe that they had any personal responsibility for the crisis. Isn't self delusion a wonderful and comforting thing.

President Obama has gone on TV to apologise and admit that he and his team were wrong not to scrutinise the tax affairs of potential cabinet members more closely.

We all find out ourselves advising clients where something has gone wrong and stakeholders have been impacted. Clearly the PR advisers to Gordon and the bankers have their reasons for advising against saying sorry (or maybe the individual egos won't allow) but it seems a simple and highly effective action to take.

Say sorry, say it fast and say it with conviction.

This goes a long way to defusing most issues. Avoiding the issue and looking arrogant fuels the fire. Maybe Gordon really should be watching tapes of Obama apologising on TV!