A number of industries and companies operate today in an atmosphere of mistrust, sometimes because of past wrongs committed, and at times because of the transgressions of another unrelated company or even industry.
Regaining trust is a much slower and more difficult task than losing it, but James E Lukaszewski has proposed what he describes as a seven step ‘penitential model’ to secure public forgiveness in a crisis, which can represent a positive first step toward regaining public trust.
The steps which he describes include:
- Voluntarily admit that mistakes have been made
- Explain why the mistakes occurred, even if the reasons are stupid
- Express and demonstrate both contrition and sincere concern
- Agree to take all actions necessary to fix the problem
- Ask for help from the victims and accept advice and counsel from the community
- Publicly promise to never let it happen again
- Do penance by finding a way to pay for the alleviation or remediation of the problem.
Such a voluntary public penance may be the only way to avoid a more substantial punishment being externally imposed.
“Ignorance gets corporations into trouble; arrogance keeps them there.”
Raymond P Ewing, 1987
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