What’s the danger of addressing the wrong audience in a public apology?

It comes off as tone-deaf and can further damage trust

According to the article, what are the 3 core elements of an effective apology?

Candor, remorse, and a commitment to change

Which of the following best describes a "Dear John" complaint?

A loyal customer expressing disappointment and threatening to leave

What is "social voice" as defined in the article?

Publicly complaining on social media about a brand

What does the article recommend when an organization is unsure about its role in a failure

Offer a “placeholder” apology while gathering facts

What is the recommended response to trolls on social media?

Delete their comments if offensive and avoid engaging

In the Facebook emotional contagion case, what was one major mistake the company made?

They manipulated users’ news feeds without clear consent

What is the biggest risk of deleting negative social media comments according to the article?

Causing further backlash and appearing inauthentic

What is a key reason companies hesitate to apologize publicly?

Legal concerns and fear of admitting liability

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Article Presentation 2

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Answers

1
What’s the danger of addressing the wrong audience in a public apology?
You accidentally end up apologizing to your competitor’s customers
The ghost of PR past comes to haunt you
It comes off as tone-deaf and can further damage trust
Your apology may get turned into a TikTok dance
2
According to the article, what are the 3 core elements of an effective apology?
Tears, flowers, and chocolate
Confetti, a YouTube vlog, and a surprise guest celebrity
Denial, deflection, and dramatic music
Candor, remorse, and a commitment to change
3
Which of the following best describes a "Dear John" complaint?
Someone proposing marriage to a fast-food chain
A loyal customer expressing disappointment and threatening to leave
A consumer lovingly thanking a company before ghosting them forever
A consumer documenting their entire childhood on Yelp
4
Which type of complainer is most likely to offer helpful suggestions without being asked?
The whisperer of expired coupons
The “Karen” with a megaphon
The social activist
The (unsolicited) advisor
5
What is "social voice" as defined in the article?
Whispering about brands in a dark alley
Only saying nice things on Yelp out of fear of karma
Complaining to your dog about customer service
Publicly complaining on social media about a brand
6
What does the article recommend when an organization is unsure about its role in a failure
Immediately blame interns
Stage a company-wide talent show as a distraction
Pretend the company doesn’t exist for a few days
Offer a “placeholder” apology while gathering facts
7
What is the recommended response to trolls on social media?
Promote them to “Chief Complainer” of the month
Delete their comments if offensive and avoid engaging
Fight back with memes
Send them a fruit basket
8
In the Facebook emotional contagion case, what was one major mistake the company made?
They manipulated users’ news feeds without clear consent
They accidentally deleted everyone’s pets from photos
They made people like Nickelback
They turned Facebook into MySpace for a week
9
What is the biggest risk of deleting negative social media comments according to the article?
Summoning an ancient marketing curse
Losing access to your own account
Accidentally deleting your company's WiFi password
Causing further backlash and appearing inauthentic
10
What is a key reason companies hesitate to apologize publicly?
Apologizing voids the CEO’s frequent flyer miles
Legal concerns and fear of admitting liability
They’re waiting for Mercury to exit retrograde
Their PR team is trapped in a time loop

Article Presentation 2 Flashcards | StudBud