abstract
This study examines the litigation ramifications of apologies given during a crisis. Examining federal and state laws on the evidentiary issues affecting apology, this study shows that in 38 jurisdictions apologies are not admitted into evidence at trial if the apology contains certain characteristics. From this analysis practical suggestions are given to PR practitioners on how to craft legally protected apologies during a crisis.
7. Conclusion
The debate over the efficacy of apology in crisis communications is importantfor public relations practice.As scholars have shown apology does work, but it comes with a price. However, practitioners should know the legal contours that govern PR communications. While federal and state evidence laws affect the approach a practitioner takes in a crisis scenario, knowing these laws provides new opportunities for practitioners.
