Business Services Industry
Ford, United Airlines Face Their Crises with Apologies from the Top.(Knight Ridder/Tribune Business News)
Knight Ridder/Tribune Business News, August, 2000 by Leith, Scott
Aug. 31--ATLANTA--Corporate America is learning to do something that's old hat to most folks.
Say "sorry."
That's the subtext of TV commercials from Ford Motor Co. concerning the Firestone tire fiasco and from United Airlines about a summerlong spate of flight delays and cancellations. The ads feature top executives vowing to set things right.
"Clearly, the most effective way to deal with a crisis is full disclosure, right upfront," said Jeff Springston, an associate professor of advertising and marketing at the University of Georgia. "The public will forgive mistakes."
Fessing up is a departure from years past, when bad news was often hidden or ignored. Today that stance can be dangerous with a marketplace that expects contrition....
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