Saying sorry is a crucial part of crisis communication. 

Get it right and you can diffuse the situation, minimise the reputational hit and rebuild trust.

But when apologies go wrong, they can make the crisis worse.

A new book shines some light on how to get it right and breaks down apologies into six steps.

To read the original article this audio blog was created from click here. 

Media First are media and communications training specialists with more than 35 years of experience. 

We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.

Media First are media and communications training specialists with more than 35 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.