Sorry – the Contrite Contrition

The mistakes that drive cynicism and undermine redemption

Saying ‘sorry’ for an incident, or issue does not ‘cut-it’ any more with affected stakeholders, or the media. Insincere apologies can make the situation even worse.

Unfortunately, CEOs have fallen into contrite contrition in just using the words, but not fully recognising the importance of the sincerity element of them. They may seek to display remorse, but they have forgotten the power ‘sorry’ possesses for people directly affected by the issue to ‘move on’ and how it can earn forgiveness.

Although saying ‘sorry’ was once the bane of all CEOs in a crisis because the legal departments would not allow it to be said for fear of admitting guilt, it now rolls off the tongue of executives whenever they feel it important to put pride aside and acknowledge a mistake.

They do it with such ease and repetition that they have forgotten two important tenants of communication –

  1. messages must address the affected stakeholders, not the broad community, and
  2. any lack of sincerity will result in the affected stakeholders feeling even more insulted, or harmed than before the artificial apology.

CEOs of the Commonwealth Bank, VW, Mitsubishi, 7/11 stores, health care organisations have all apologised for being ‘caught out’ by issues in recent times for which their organisation was responsible. They fumble with words such as ‘values’, ‘ethics’, ‘principles’ – all used to take the high moral ground and deflect blame to others down the ranks.

In most cases, they are following the ‘tried and true’ formula of crisis management – demonstrate ‘action’ after the ‘apology’ and follow it up with ‘taking responsibility’.

They use it to (a) get the media off their backs (because it gives the media the grab: “I’m sorry”) and (b) to get the staff of the organisation to ‘ensure that the issue does not happen again’.

It is called the ‘clear-up’ principle!

The formula is:

  • Statement of regret – “I’m sorry that this issue has occurred.
  • Statement of action – “We shall do everything to ensure that it does not happen again.”
  • Statement of responsibility – “We shall take responsibility for rectifying with the issue.”

When using this formula if you don’t understand your stakeholders and their influence, you are wasting your time with general apologetic words. They become meaningless, especially in today’s age of ‘self’.

The affected stakeholders are caught in cognitive dissonance – the disconnect between what is actually true and what they believe to be true.

This causes frustration which can, in turn, manifest in not only disappointment, but also anger by those who feel cheated of the expected apology.

This is best illustrated by the article entitled Apologies and Settlement in Court Review (Volume 45, Robbennolt) which found that statements of fault acceptance had more impact than apologies that simply stated sympathy without responsibility.

Therefore, to address this disconnect the secrets for saying “sorry” today are:

  • Be genuinely empathetic about your stakeholders’ situation
  • ‘Tune in’ to your affected stakeholders; know exactly who and how they are being adversely affected and ensure your apology is directed at that situation
  • Demonstrate that you care about them by empathising with their plight; it is good for your relationship
  • Convey empathy with a genuine tone and pause after delivering your apology so it does not feel like a ‘brush off’
  • Take more responsibility than necessary, especially in an ambiguous situation
  • Avoid the superfluous ‘sorry’

RMKA has many years of experience in crisis and issues management around the world and the need to show the effectiveness of a sincere apology. It can provide you with the ability and supporting communication plans to not only say: “I can see you were harmed by our actions and that matters to me”, but also to understand the impact of this statement on your stakeholders and its acceptance by them.

Now practice saying: “I’m sorry….”

Would you like decency with that?

Helping your organisation develop a values based culture, how Bushido shows the way

Open a paper, turn on a TV, or click something that’s not bait and you will not have to turn far, wait long, or search hard to find a story about bad corporate behaviour. This is no better illustrated than by the recent Mossack Fonseca (Panama Papers) and Unaoil revelations (ably supported by a cast of local stories such as 7/Eleven, CommInsure, Wilson Security et al).

So, is the surfacing of these revelations a deterioration in corporate culture and associated decline in ethical standards, or has this always been the way in which the spinning of the globe has been oiled and there has just been a rise in investigative reporting that has brought these issues out into the open?

The answer is likely a mix of the two, however the naïve optimist in me would like to think that a fall in the standard of behaviour accounts for the majority of the stories that have been broken; as opposed to the alternative of low-standards having always existed out of view.

Progressing on that basis, the question arises how do organisations ensure that their much vaunted corporate values are adhered to in the pursuit of shareholder value and returns? As we know, dollars (or perhaps what they represent) are very powerful things.

Societal values are evolutionary in nature; by way of example I cite our acceptance of violence. It wasn’t so long ago that a punch up at the pub, though not encouraged, was accepted as a form of dispute resolution. Rightly, this is no longer the case.

I therefore contend that organisations (be they government, corporate, or not-for-profit) need to have an adaptive system in place that educates their operational headcount about what is, and is not behaviourally acceptable. A one-off, tick box exercise to satisfy a checklist would not be sufficient given that the subject matter is undergoing continual metamorphoses.

An enlightening parallel can be found in Bushido: The Soul of Japan, an explanation, if you will, written by Inazo Nitobe[1] of the moral principles that Samurai were required or instructed to observe.

The nature of the system was such that it was not a written code; rather it was a set of principles that were handed down organically (not unlike an oral history) either via word of mouth, or more impressively through deed.

Interestingly, the paid fighter was naturally recruited from some fairly rough and ready personnel, it was through the generational application of the ‘unwritten moral code’ that Samurai came to be highly respected and seen as both the exemplars and guardians of the highest behavioural standards.

It was a sorting of the wheat and chaff that conveyed enormous privilege and responsibility upon those within its ranks.

It is possible to make the argument that our leaders are those now charged with passing down through word and deed the standards that are expected of their charges. These standards must be the living representation of ‘Value Statements’ and take into account the evolving expectations of society at large.

As outlined by my colleagues Rob Masters (Contrite Contrition) and John Kananghinis (The Values Deficit) in this edition of Words and Insights society at large has had enough of hearing mealy mouthed platitudes laid at the foot of the most recent scandal. They want to see leaders who own the situation and the moment; leaders who embody their values statements through their actions; thereby laying the foundations and paving the way for the next generation of Samurai to follow them, and protect society’s behavioural standards.

For a brief history of Japan, click here

 

[1] Inazo Nitobe (1862-1933) was born in Morioka, Iwate prefecture. After graduating from Sapporo Agricultural School, he went to the United States and Germany, where he studied agriculture and economics. On his return to Japan, he held various positions in education. From 1920 to 1926 he stayed in Geneva as Under-Secretary General of the League of Nations. After retiring from that post, he dedicated his life to peace. In 1933 he died in Banff, Canada.

 

 

The Values Deficit

Reconciling the need for financial value with social values that drive reputation

Creating value is the foundation stone of all business – to make or grow something, to provide a service, to improve daily life.

This is the drive that results in surplus that can be traded and that has resulted in the interdependent global market in which we live.

But there is more to what is ascribed a value. To paraphrase the Bible, “man does not live by bread alone”. We seek community, family, security and, for some, spiritual certainty and fulfilment. To achieve those ends in a civilised society we develop a set of beliefs, behaviours and ethics; a guide to our actions. We give those actions value, typically based on what we perceive the results to be either good or bad.

Whilst there may be some cultural relativity, the core social values that are supposed to guide most of us are fairly common. Honesty, respect, tolerance and fairness are seen as essential social values. Their importance is attested to by the distress and anger caused when any, or a combination of those values are demonstrably absent in the actions of others. That is why we characterise such behaviour as criminal and seek to punish it and stamp it out.

The modern global village is made up of individuals, states and corporations. In the developed world we expect the same social values to drive ethical and fair behaviour by all. We probably hold the non-individual actors (i.e. governments, corporations et al) to a higher standard, particularly given the disproportionate power they wield. Amongst those who state that with great power comes great responsibility are Winston Churchill, Theodore Roosevelt and Spiderman.

That is where companies can find themselves in major trouble. In the drive to create monetary value, shareholder value and personal value for executives, they may forget the imperative to fit within the prevailing social values. That is, there is a Values Deficit TM. When that happens corporate reputation can, and usually is, destroyed.

The 24-hour news cycle means that corporate misbehaviour will quickly gain broad exposure and, sadly, there is no shortage of examples. The result is that not only are organisations held to a higher standard, but the general disposition of most of the community towards them is inherently cynical.

To gain and maintain trust, companies must align their values to community expectation and not only live those values, but also be seen to live them. When that does not happen we regularly hear complaints about a negative and poisonous corporate culture. Complaints that can justify the business equivalent of a lynching, or, at the very least, a pelting with rotten fruit.

Not aligning with expected social values, yet still seeking to profit from the community that shares them, is the Values Deficit TM that can turn any business into a market pariah.

Any organisation that does not do a regular check of its values, the culture those create and assess if its actions and messages convey the desired values, runs a serious risk of drifting into a Values Deficit TM. The very nature of fast-paced competition can hasten that drift and create damage to reputation before it is even realised.

RMKA are highly experienced in working with organisations to assess expressed and lived values and to communicate values alignment with the communities and stakeholders that support any organisation’s licence to operate.

The Liberal Leadership and The Bligh Factor

By John Kananghinis

The current Prime Minister, Tony Abbott, and the fourth Governor of New South Wales, Vice Admiral William Bligh may be separated in their respective tenures by 207 years but they do seem to share a few ‘leadership’ characteristics.

Bligh (yes, the Bligh of the Bounty and progenitor of former Queensland Premier Anna Bligh) was a true master of his profession, an expert navigator, skilled cartographer and a highly regarded naval Captain who served, with distinction in battle, under Nelson.

He was mentored by the famed Captain James Cook and was Sailing Master of the Resolution on Cook’s ill-fated third voyage.

He seemed to be at his best in adversity. Many underestimated him and he lived to prove them wrong. When cast adrift in an open boat, with his small band of loyalists, by the Bounty mutineers led by his chosen first mate and a man he considered a friend, he completed an unthinkable 6,700km journey across the Pacific to arrive, with the loss of only one man, in Timor.

Years later, when the relatively new colony of New South Wales looked to be getting out of hand it was Bligh, known as a sound administrator and strict but fair disciplinarian, who was sent to clean things up. However, his confrontational style quickly put him offside with the colony’s power elite and then with his own troops. The result was the Rum Rebellion of 1808 that saw Bligh marched out of Government House in Parramatta and returned to England.

Bligh was described by some who knew him as an “enlightened naval officer” who had one or two faults. For example he would make “dogmatic judgements which he felt himself entitled to make; and he saw fools about him too easily … he never learnt that you do not make friends of men by insulting them”.

Do I need to highlight the parallels?

Prime Minister Abbott is no doubt a good and capable man, possessing mastery of the combative art of politics. Yet he seems friendless, unlikeable and now subject to ructions within his own team.

He was mentored by a legend of his party and was a faithful lieutenant to Prime Minister Howard even as the 2007 electoral rout became obvious to all.

Subsequently, when things turned a little pear-shaped, the electorate, somewhat reluctantly, turned to him but they have never loved him. And even if they did, as has been proved for millennia, the mob turns easily and quickly.

When the PM made his February 2 (post QLD electoral disaster) speech to the National Press Club he declared that government is not a popularity contest. In today’s political reality that is just plain wrong. Leaders not well regarded by the people will sooner, rather than later, be dispatched by their own side.

The PM’s Press Club address and subsequent interviews also suggest a lack of true understanding of the language of inclusiveness required to take the people with him.

It is difficult to support the claim of being more “consultative and collegial” when he keeps saying “my government… my plan” and referring to “what I will do for you”. Such paternalistic language perhaps betrays that his true view is that the people should leave it all to him as he knows best.

That may sound harsh, but use of language in leadership positions is very important when dealing with an ever more educated and critical electorate (or business workforce).

The PM’s continuing use of such language may suggest that he, like Bligh, cannot help but stick to his dogma and make the “captain’s calls” he feels he is entitled to make, even if they cost him his closest followers.

Inclusive language such as ‘together we will address the challenges of the future’ or even ‘as Australians together we will …” would certainly start to soften his image.

After all Churchill did not say: ‘I will fight them on the beaches …”.

In the end, even though his enemies underestimate him at their peril, it may all be too late for Tony Abbott. Despite the many good things his government has done, or at least begun to do, he may suffer the same fate as William Bligh on the Bounty and in New South Wales two centuries ago, i.e. cast adrift by those he thought to be friends; a great captain in a fight, highly skilled and intelligent, but lacking in the necessary common touch and flexibility to keep the rank and file by his side for the long term.

It may be that our current Prime Minister is closer in character to Admiral William Bligh than he would care to admit.