按照公关专家的说法,忏悔的关键是展现出真诚、人性以及朴实的态度——这样才能更好地让满腹狐疑的公众感到信服。此外,在社交媒体的发展日新月异的时代,你最好快速行动。
“The head of United should never have been allowed to take three swings at correcting and apologizing for an incident that was on more social media than Kim and Kanye’s wedding,” said Mortimer Matz, a New York consultant who has guided decades’ worth of clients through crises small and large.
“这一事件在社交媒体上的讨论度比卡戴珊和坎耶的婚礼还高,联合航空的负责人就此事认错和道歉时,绝对不该三度出手,”从业数十年、指导客户度过大大小小的危机的咨询师莫蒂梅尔·马茨(Mortimer Matz)说。
United issued several halting statements about the plane episode, which first emerged Monday morning, before Mr. Munoz made his abject appearance on Wednesday on ABC. Mr. Matz said the airline had missed its moment.
穆尼奥斯于周三可怜兮兮地在ABC露面之前,联合航空就飞机上的插曲发表过好几份有缺点的声明,第一份出现在周一早上。马茨说联合航空错过了最佳时机。
“You’ve got to be a fast thinker in the digital age,” said Mr. Matz, who will be 93 in July.
“在数字化时代,你要快速转动脑筋,”将于7月迎来93岁生日的马茨说。
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