Being sorry and meaning it.
(2015)
Newspaper / Magazine
MARCELLA, R. 2015. Being sorry and meaning it. Press and journal: business [online], 20 July 2015. Available from: https://www.pressandjournal.co.uk/fp/business/business-opinion/634950/rita-marcella-sorry-meaning/
There have been many high profile examples of companies getting it wrong when communicating with the world in the aftermath of a disaster.