“People want someone to throw the book at,” said Katie Sprehe, a senior director at the communications firm APCO Worldwide.

“人们想要找出一个可以怪罪的人，”传播企业安可顾问公司(APCO Worldwide)的高级主管凯蒂·斯普雷赫(Katie Sprehe)说。

Ms. Sprehe, who studies reputation maintenance, said United had erred by not moving swiftly to mirror its customers’ outrage.

研究声誉维护问题的斯普雷赫表示，联合航空的错误在于，没能照顾到乘客的愤怒情绪。

“You need to speak your stakeholders’ language, and coming out with P.R. mumbo jumbo, like ‘re-accommodate,’ is the wrong thing to do,” she said.

“你需要跟利益相关者有共同语言，抛出‘另行安排’之类的公关辞令是错误的做法，”她说。

Stu Loeser, an adviser to executives in the technology and finance industries, said that a high-profile apology must be considered in context.

给科技和金融行业的一些高管当顾问的斯图·勒泽(Stu Loeser)说，考量一个引人注目的道歉时，绝不能脱离情境。

“Oscar Munoz answers to more than 85,000 employees who want to know that if they were the ones caught in a viral video maelstrom, he’d back them up,” said Mr. Loeser, who was press secretary to former Mayor Michael R. Bloomberg of New York. “Sean Spicer ultimately answers to one person and one person only” — Mr. Trump — “someone who sees backing down or apologizing as not only a weakness, but a character flaw.”

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