ĐỀ 2:

The manager of a local Twin Oaks Hotel refused to book a

reception for participants in a regional Special Olympics to
be held in his city. A local television reporter was informed
and contacted the manager for a statement. The resulting
sound bite showed the manger saying, "I can't be
responsible for the safety of so many handicapped people in
the hotel," as he slammed the door to his office in the
reporter's face. It was the lead story on both the 5 p.m. and
10 p.m. local news shows.
The station's national network picked up the story, so
stations in many other cities where Twin Oaks Hotels are
located also broadcast the segment. By the third day, the
hotel chain had received thousands of protest letters, e-mail
messages, and phone calls-including threats to cancel
conventions, reservations for rooms, banquets, and wedding
receptions.
As director of corporate public relations for the Twin Oaks
Hotel chain, you were understandably alarmed when you
saw the network story and witnessed the response from
across the nation. Your CEO asks you to study the situation
and to counsel him on how to respond
Write a short report stating tentative action plans to settle
down the above problem. => chapter media
>>> GIẢI QUYẾT SỰ CỐ để cứu lấy BUSINESS
1/ tìm hiểu story
2 Plan (Đính chính công khai lên truyền thông tivi)
- Make a apologize in the publicity
- giải thích (ko phải viện cớ, sau giải thích xin lỗi thêm nữa)
Give the reason: This is an unexpected situation for us. the
manager did not accept to book them because we never get
handicapped people before. However, he should have asked
his superior before giving the answer. He did not also behaved
properly to the local reporter. This is our fault about solving the
arising problems.
- Chính sách bồi thường cho handicap
- hứa rút kinh nghiệm cho các lần sau
https://www.prdaily.com/6-crucial-parts-of-a-pr-apology/
https://itscreativelabel.com/how-to-successfully-apologize-on-
social-media/
https://www.google.com/amp/s/cxl.com/blog/business-
apologies/amp/
===========
INTERNET
https://www.5wpr.com/new/apology/
* Sincerity, or a lack thereof, can be interpreted one million
ways. Do you risk making a lousy situation worse? // Chân
thành, hay thiếu chân thành, có thể được hiểu theo một triệu
cách. Bạn có nguy cơ làm cho tình huống tệ hại trở nên tồi tệ
hơn không?
* Be successful and thoughtful in your apology and you will go
a long way toward rescuing the reputation you worked so hard
to build. //Hãy thành công và chu đáo trong lời xin lỗi của bạn
và bạn sẽ đi một chặng đường dài để cứu vãn danh tiếng mà bạn
đã dày công xây dựng.

MAKE A QUICK RESPONSE (Giải quyết sự cố càng nhanh

càng tốt)
If a situation has gone awry, the first and best thing to be doing
is acting quickly to make the proper response. Because the faster
that the right message gets out there, the easier it will be to take
control of the narrative. And this is especially true in the age of
social media, where things can turn nightmarish in an instant.

MAKE SURE THE APOLOGY SOUNDS SINCERE AND

AUTHENTIC (chân thành và chính xác)
When crafting the perfect apology statement, making sure to get
a second or even a third opinion on the way it sounds before it
goes live is a great idea. Oftentimes an audience can tell when
an apology is insincere. Use comfortable language but avoid
business talk. And don’t try to plat the entire situation down.
NO EXCUSES (không viện cớ)
When apologizing, never blame others for the mistakes. No one
wants to hear that part of the story, as all they want to know is
that the right prevention steps will be taken next time and
nothing like that will happen in the future. Don’t make excuses
or extensively talk about the reasons behind that mistake, as they
make the brand sound like it’s trying to justify the entire
situation and explain why it’s right.
All in all, just be simple and clear and make sure that everything
that’s being said is honest and genuine.

USE SOCIAL MEDIA SỬ DỤNG PHƯƠNG TIỆN XÃ HỘI

Often during any crisis PR situation its good to apologize if
wrong (check with lawyers). This shows that the customers or
the audience are the most important element in the situation and
that whoever made the mistake, understands the severity of the
situation. The statement should always include the apology at
the very beginning, otherwise, it will end up sounding like a
second thought in the situation.
SHOW THAT STEPS ARE TAKEN TO RESOLVE THE
SITUATION các bước sẽ được thực hiện để tránh những trường
hợp tương tự trong tương lai. Nói về những hành động sẽ được
thực hiện để giải quyết vấn đề
Aside from stating the apology and the promises to avoid
making such mistakes in the future, it’s always effective to give
a few details on all of the steps that will be taken to avoid
similar situations in the future. Talk about what actions will be
taken to resolve the issue, and elaborate if anything sounds
unclear.
ART OF THE PUBLIC APOLOGY
It happens all the time:  the public apology. The latest mea culpa
comes from Michigan Gov. Rick Snyder, who during his State
of the State address Tuesday apologized for the Flint water
crisis. Snyder repeatedly said he was sorry and promised to fix
the situation in Flint, where elevated lead levels were discovered
in kids after state officials ignored warnings about the city water
system, according to numerous reports. Flint families, the
governor said, “deserve accountability (and) to know that the
buck stops here, with me.”
In the last several years the public apology has proliferated at a
rapid clip. Public apologies have become so ubiquitous that
people tend not to take them too seriously. (We particularly like
the suggestion from the Wall Street Journal’s Jason Gay to start
The Apology Channel, whose ratings no doubt would go
through the roof.)
Nonetheless, when facing a growing crisis government and
public officials, corporate executives, celebrities and
professional athletes resort to the public apology to try and
cauterize the wound.  But that doesn’t necessarily mean the
problem will go away. PR pros and communicators have a
crucial role to play in providing counsel on whether a public
apology is appropriate.
Here’s a few tips to consider:
WEIGHT THE ODDS
As much as it seems a panacea, is a public apology the best plan
to right the ship? Have you mapped out how your various
stakeholders will respond to the apology? Sincerity, or a lack
thereof, can be interpreted one million ways. Do you risk
making a lousy situation worse? For example, state workers
told USA Today that Synder’s apology was an “insult” and
compared Snyder to Saddam Hussein, the former dictator of
Iraq, who gassed his own citizens, because “Synder opened the
door for (Flint families) to be poisoned.” Sometimes, getting an
official or business executive out of his or her comfort zone to
have what likely will be some very unpleasant meetings with
stakeholders is a more effective strategy than a public apology.
DON’T BE A WEASEL
If you have concluded that a public apology is the way to go,
advise your client to keep it clean, meaning make sure the
person who delivers the apology doesn’t couch it any way to
make it sound less like an apology and more like a verbal chore.
When public apologies backfire it’s often because stakeholders
think they’re hearing a phony sentiment and not the real deal. If
a public apology is going to resonate with stakeholders, it has to
be unfettered and without mystery.
WORK THE FOLLOW-UP (LỜI KHUYÊN >> LÀM MỞ
ĐẦU HOẶC KẾT LUẬN)
A public apology is not the culmination of a crisis-management
strategy but often the beginning of one. That’s because a public
apology often involves telling people what, specifically, you’re
going to do to remedy a bad situation. If your boss or client fails
to keep his or her word stemming from the apology, the official
or executive will get barbecued by the media and the public
alike. Use the apology as a marketing vehicle to take you where
you want to go with the communications strategy. Don’t get
derailed. Stick with it. Ultimately, PR pros can drive the effort to
instill additional
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INTERNET
https://www.prdaily.com/6-crucial-parts-of-a-pr-apology/
1. Expression of regret (THỂ HIỆN SỰ HỐI LỖI THỰC SỰ)
You must actually be sorry for people to believe you are sorry.
Sometimes, communicators fall into the trap of being more
regretful about how a situation has unfolded than about the
actions that led to the crisis. You have to have the empathy for
the person or group that was wronged to truly feel regret for the
action, rather than the reaction.

2. Explanation of what went wrong (GIẢI THÍCH KO VIỆN

CỚ)
More often than not, people don’t want to hear your excuses, but
an explanation isn’t an excuse. Listing the facts and telling your
side of the story in a way that helps the wronged party truly
understand can give perspective.

3. Acknowledgment of responsibility (NHẬN TRÁCH NHIỆM

VỀ MÌNH)
You must own it. The worst apologies come when the audience
doesn’t think you’ve learned a thing from the incident. You
know the kind: “I’m sorry for the reaction this has caused,” or,
“I’m sorry some people had a problem with this.” When you
screw up, make sure everyone knows the buck stops with you.

4. Declaration of repentance (chứng tỏ rằng bạn đã quay lưng lại

với bất kỳ thiếu sót nào dẫn đến sai lầm của bạn)
Once you’ve taken responsibility, you have to show that you
have turned away from whatever shortcomings led to your
mistakes. It’s a change of mindset and behavior.
5. Offer of repair (Cho thấy bạn đang thực hiện các bước để sửa
chữa một tình huống cho các bên liên quan biết rằng bạn sẵn
sàng nỗ lực để sửa chữa một tình huống.)
If you can fix something, then fix it. It is grating and
disingenuous to make an apology but not take a tangible step to
repair the situation. This is especially true in a reputational
crisis. Showing you are taking steps to repair a situation tells
your stakeholders that you are willing to put in the work to fix a
situation.
6. Request for forgiveness (bạn nên luôn cầu xin sự tha thứ).
This is a tricky one. There are some people who will forgive and
move on. Others, particularly in the sharpened-knife cesspool of
social media, will never forgive, or discount your apology
altogether. However, you should always ask for forgiveness. If
someone wants to deny you their forgiveness, that’s up to them
and their conscience.
All of the above steps have a common theme: When you’ve
screwed up, at work or at home, how you show the depth of
your contrition matters more than simply the words you say. Be
successful and thoughtful in your apology and you will go a
long way toward rescuing the reputation you worked so hard to
build.
==============
Scientific research has identified the key components for any
apology:
1. Expression of regret Apologize even if it’s not your
fault.
2. Explanation of what went wrong Apologize publicly.
3. Acknowledgment of responsibility Respond in a timely
fashion.
4. Declaration of repentance Explain what went wrong.
5. Offer of repair Offer an incentive.
6. Request for forgiveness Remember: It’s not just what
you say; it’s how you say it.