The apology practice sheet

As the topics of racial injustice and cultural insensitivity became a major point of discussion this summer I witnessed public figures and corporations fumble their chances at apologising and taking responsibility for their intentional and unintentional missteps. It's been infuriating as I've seen people and companies fail at this simple task over and over again with press releases scrubbed cleaned of any sort of accountability as it's been sent between crisis and PR managers before publishing. And it's really no surprise many of these attempts end up causing more harm. 

I've lost count of how many times I've thought "How can it be so difficult for so many to get it wrong?" when it's not rocket science. Keep it simple and short. Be direct and don't deflect. So to get the message through I created this easy to follow practice sheet with five easy-to-remember ways to apologise and own up to your transgressions, available to download.

Easy peasy lemon squeezy.


"We’ve seen it all when it comes to public and corporate apologies this year; the non-apology, the page-long explainer, the defensive double-down, and the scapegoat. The word gymnastics have been baffling and absurd but it doesn’t have to be rocket science. To reference the famous quote ”Keep it simple, stupid” I’m humbly offering my help to the multi-millionaire public figures and billion dollar corporations of the world with a simple and easy-to-follow apology writing practice sheet to get it right once and for all."