After United CEO Oscar Munoz’s dismal performance in the apology business, it’s not surprising to find others wanting to say sorry fast in the event of a PR crisis. But is anyone getting it right yet?
Munoz, of course, was widely panned for failing to take responsibility for the airline’s violent forced removal of a paying passenger. And by the time he did express remorse, it all came too late to appear genuine, leaving the airline’s reputation in tatters.
Now, perhaps with Munoz in mind, British Airways CEO Alex Cruz hasn’t wasted much time getting into contrition mode. He was prompted to act by a disastrous IT system failure that grounded tens of dozens of flights and stranded a staggering 75,000 passengers, just in time for the holiday weekend.
“We are extremely sorry for the huge inconvenience this is causing our customers,” Cruz said in a video statement released on the airline’s website and social media pages on Saturday. “And we understand how frustrating this must be, especially for families hoping to get away on their holiday.”
“We are extremely sorry for the huge inconvenience this is causing our customers.”
Cruz was dressed in a yellow high-visibility vest—presumably to display a workmanlike image while he and his colleagues scrambled to fix the problem. Or maybe he was spending so much time in dangerous parts of airports that the vest was a genuine safety requirement.
The next day, Cruz was back with a second video update and apology (though this time without the vest). “I know this has been a horrible time for customers. Some of you have missed holidays, some of you have been stranded on aircraft and some of you have been separated from your bags,” he said.
By yesterday, which was day three of the crisis, Cruz had appeared on the BBC to apologize for a third time. “We are profusely, profusely apologetic about what has happened,” he said.
Cruise’s response is reminiscent of Delta CEO Ed Bastion’s efforts in September. He also appeared in a company video message, on consecutive days, apologizing swiftly and directly for a technical glitch that grounded dozens of flights. Both leaders ticked important boxes: they quickly took full responsibility for the problem, clearly described what caused it and detailed what they were doing to fix things.
But alas, maybe they could have done better. Cruz is now facing criticism for only posting his initial apologies on company-controlled outlets, rather than facing the media on day one.
Links also are being made to the system outage, apparently caused by a power surge, and deep cost cuts Cruz has made at British Airways, including outsourcing some of its back- office functions. On Sunday, Cruz said there was no connection, since the problem’s source was in the UK, where there has been no outsourcing.
But his efforts show there’s probably only one perfect way for a CEO of a major company to apologize: don’t have anything to apologize for in the first place.
Chief Executive Group exists to improve the performance of U.S. CEOs, senior executives and public-company directors, helping you grow your companies, build your communities and strengthen society. Learn more at chiefexecutivegroup.com.
0
1:00 - 5:00 pm
Over 70% of Executives Surveyed Agree: Many Strategic Planning Efforts Lack Systematic Approach Tips for Enhancing Your Strategic Planning Process
Executives expressed frustration with their current strategic planning process. Issues include:
Steve Rutan and Denise Harrison have put together an afternoon workshop that will provide the tools you need to address these concerns. They have worked with hundreds of executives to develop a systematic approach that will enable your team to make better decisions during strategic planning. Steve and Denise will walk you through exercises for prioritizing your lists and steps that will reset and reinvigorate your process. This will be a hands-on workshop that will enable you to think about your business as you use the tools that are being presented. If you are ready for a Strategic Planning tune-up, select this workshop in your registration form. The additional fee of $695 will be added to your total.
2:00 - 5:00 pm
Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations.
Limited space available.
10:30 - 5:00 pm
General’s Retreat at Hermitage Golf Course
Sponsored by UBS
General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.
The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.
