There have been lots of P.R. disasters lately (United, Pepsi, Fyre, etc). While the lesson in corporate communication on how to offer a proper apology is important, there is a more important takeaway from these dust ups.
Don’t have the disaster.
Sure, that’s easier said than done. But looking at most of these meltdowns, you can trace it back to violating one of the primary tenets of good marketing: Treat the customer right. Empower your employees to do the right thing instead of blindly following procedures.
Simple steps. But steps that can’t be slapped on with a press release. They have to be baked in to corporate culture.