Sorry - a matter of timing

This week two very public apologies have been issued – one by supermarket behemoth Tesco and one by former cyclist Lance Armstrong. The difference in the reception of these apologies however demonstrates the importance of timing when admitting failure.

After random testing found 29% horse meat in Tesco “beef”burgers this week, the company quickly withdrew the products from shelves, and promptly issued a public apology to its customers which appeared as a full-page spread in most British national newspapers. The supermarkets quick response, as well as public admission of guilt, might not have eased the fears of those who had already eaten the burgers, but did help salvage the company’s reputation, and no doubt minimised the effect the scandal will have on all-important profits and footfall.

Lance Armstrong however far from salvaged his reputation with his apology, but continued to destroy and sabotage it. Having repeatedly and vigorously denied all previous allegations of doping and drug use, his most recent admission comes too little too late to avoid damage to his, and his charity’s, reputations. Furthermore, his apology for deceit and justification that it levelled the playing field when competing rather than salvaging his dignity and credibility only damages and discredits his sport - a sport which has gained so much respect, admiration and interest in the past year.

The two apologies have been handled in a very different way – no doubt because they tackle very different problems, but they both go to highlight one important factor in crisis management. Acting quickly and admitting guilt or failure will work much more effectively in the long run.

Tesco’s sale of horse meat packaged as beef has no doubt effected many more people than an ignorant sportsman’s drug use – however through a speedy and well-handled PR they have been able to manage the crisis well, minimise damage to their reputation and retain their integrity. Armstrong’s rigorous denial for years however, means his apology comes too late and too insincerely to win back the fans he once gained through his sporting achievements. In waiting until he had lost his medals and titles, and then passing the blame on his reasons and actions – Armstrong offers a perfect example of bad crisis management.